Broschiertes Buch

Social Media Influencers in Strategic Communication

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This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. The contributors tackle strategic influencer communication from multidisciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods.Influencers cross traditional boundaries in many ways and oscillate between intimacy and publicity, authenticity and commercialization, ingratiation and critical distance. From a strategic communication perspective, this variability makes influencers hard to capture: organizations can cooperate with ...