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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.
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.
Social media is arguably one of the most powerful
technology-enabled innovations since the Internet itself. This
single-volume book provides a broad and easily understandable
discussion of the evolution of social media; related problems and
controversies, especially for youth; key people and organizations;
and useful social media data. Social media is an integral part of
people's lives. More than half of the world's 2.4 billion Internet
users sign in to a social network regularly-a figure that continues
to grow. More than half of online adults now use two or more social
media sites; 71 percent of Internet users are on Facebook. This
book surveys the history of social media, addresses the power of
social media for positive change, describes the problems and
controversies social media have caused, and suggests potential
solutions to these issues. Geared toward students and general
readers, this accessibly written book covers such topics as the
link between social media and body image, the psychological affects
of social media use, online conversations about sexual assault,
corporate use of social media data, political campaigning through
social media, fan tweeting during television shows, and crisis
communication through social media. Readers will also gain insights
into the range of serious problems related to social media,
including privacy concerns, social media addiction, social media
hoaxes and scams, the pressure to project an ideal self, the
curation of content presented on social media, cyberbullying,
sexting, Facebook depression and envy, online shaming, and the
impact of social media use on communication skills. Provides
readers with a clearly written overview of the impacts of social
media worldwide that highlights key people and companies in the
development of social media Presents up-to-date information on the
range of problems related to social media and presents potential
solutions Offers a variety of voices from social media experts,
supplying perspectives from creators to users
This volume looks at how the new capabilities of Web 2.0 are
changing the worlds of celebrity fandom and gossip. With Ashton
Kutcher's record-breaking "tweeting" more famous than his films,
and Perez Hilton actually getting more attention than Paris, the
actress often covered in his blog, the worlds of celebrity
celebration and online social networking are pushing the public's
crush on the famous and infamous into overdrive. Celeb 2.0: How
Social Media Foster Our Fascination with Popular Culture explores
this phenomenon. Celeb 2.0 looks at how blogs, video sharing sites,
user-news sites, social networks, and message boards are fueling
America's already voracious consumption of pop culture. Full of
fascinating insights and interviews, the book looks at how
celebrities use blogs, Twitter, and other tools, how YouTube and
other sites create celebrity, how Web 2.0 shortens the distance
between fans and stars, and how the new social media influences
news reporting and series television. Chronologies chart the rise
of celebrity entertainment reporting, celebrity journalists,
reality television, and mash-up culture Includes an index of key
terms related to social networking as well as key players in social
media development and social media celebrities
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