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Research Perspectives on Social Media Influencers and their
Followers argues that the brands that find the most success on
social media are the ones that acknowledge the real key to social
media marketing-it's all about the followers. This collection,
edited by Brandi Watkins, explores how social media has shifted
power dynamics away from brands and toward the consumers
themselves-the social media users who choose to like, share, and
engage with brands online. This dynamic has paved the way for the
rise of the social media influencer (SMI); a unique category of
social media user who has a large platform and compelling content
that attracts a number of loyal and devoted followers.. It's the
followers that make SMI relevant and appealing to brands as a
marketing strategy. Contributors discuss emerging trends in
research related to the SMI and their followers; as the influencer
marketing industry continues to grow and evolve, they argue, so too
should our understanding of the influencer-follower relationship
that makes this marketing strategy successful. Each chapter of this
collection presents a variety of research perspectives, questions,
and methodologies that can be used to analyze this trend. Scholars
of media studies, communication, technology studies, celebrity
studies, marketing, and economics will find this book particularly
useful.
Research Perspectives on Social Media Influencers and their
Followers argues that the brands that find the most success on
social media are the ones that acknowledge the real key to social
media marketing-it's all about the followers. This collection,
edited by Brandi Watkins, explores how social media has shifted
power dynamics away from brands and to the consumers themselves,
the social media users who choose to like, share, and engage with
brands online. This dynamic has paved the way for the rise of the
social media influencer (SMI)-while the influencers have the
platform, the products, and the content, the followers are what
keep them relevant and appealing to brands as a marketing strategy.
Contributors discuss emerging trends in research related to the SMI
and their followers; as the influencer marketing industry continues
to grow and evolve, they argue, so too should our understanding of
the influencer-follower relationship that makes this marketing
strategy successful. Each chapter of this collection presents a
variety of research perspectives, questions, and methodologies that
can be used to analyze this trend. Scholars of media studies,
communication, technology studies, celebrity studies, marketing,
and economics will find this book particularly useful.
Research Perspectives on Social Media Influencers and Brand
Communication examines the myriad ways in which social media and
the unique characteristics of the internet have changed brand
communication for both brands and consumers, focusing on the social
media influencer as a brand communicator. As brands have noticed
the rise of social media influencers as tastemakers and leaders in
public opinion, they have increasingly begun to incorporate social
media influencers into their brand communication strategies. Each
chapter of this book represents a unique theoretical and
methodological approach to examining the emergence and growing
legitimacy of the social media influencer as a brand communicator
from a variety of perspectives and contexts, discussing challenges
and opportunities afforded to brands by social media influencers
and providing an overview of the current research on the use of
these branding approaches. Scholars of media studies,
communication, and marketing will find this book particularly
useful.
A strong relationship between sport fans and teams is an essential
component for the success of the sport brand. This book provides an
in-depth examination of the use of Twitter as a tool to enhance and
maintain the fan-team relationship. As social media platforms have
expanded beyond purely personal use, brands have had to adjust
their strategic communication and marketing efforts. Drawing on
research and theory from advertising, marketing, mass
communication, and public relations, this book uses a mixed methods
approach to better understand how online fan engagement using
Twitter can help strengthen the fan-team relationship. Findings
from this research has implications for the continued scholarly
work on online engagement and relationship building as well as
practical applications for effective use of Twitter as a strategic
communication tool.
A strong relationship between sport fans and teams is an essential
component for the success of the sport brand. This book provides an
in-depth examination of the use of Twitter as a tool to enhance and
maintain the fan-team relationship. As social media platforms have
expanded beyond purely personal use, brands have had to adjust
their strategic communication and marketing efforts. Drawing on
research and theory from advertising, marketing, mass
communication, and public relations, this book uses a mixed methods
approach to better understand how online fan engagement using
Twitter can help strengthen the fan-team relationship. Findings
from this research has implications for the continued scholarly
work on online engagement and relationship building as well as
practical applications for effective use of Twitter as a strategic
communication tool.
Research Perspectives on Social Media Influencers and Brand
Communication examines the myriad ways in which social media and
the unique characteristics of the internet have changed brand
communication for both brands and consumers, focusing on the social
media influencer as a brand communicator. As brands have noticed
the rise of social media influencers as tastemakers and leaders in
public opinion, they have increasingly begun to incorporate social
media influencers into their brand communication strategies. Each
chapter of this book represents a unique theoretical and
methodological approach to examining the emergence and growing
legitimacy of the social media influencer as a brand communicator
from a variety of perspectives and contexts, discussing challenges
and opportunities afforded to brands by social media influencers
and providing an overview of the current research on the use of
these branding approaches. Scholars of media studies,
communication, and marketing will find this book particularly
useful.
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