Social Media Influencers in Strategic Communication (eBook, ePUB)

Redaktion: Borchers, Nils S.

• Format: ePub

Produktbeschreibung

This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. It tackles strategic influencer communication from multi-disciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 144
• Erscheinungstermin: 21. Dezember 2021
• Englisch
• ISBN-13: 9781000525342
• Artikelnr.: 62903082

Autorenporträt

Nils S. Borchers is Research Associate at the Institute of Media Studies, Universität Tübingen, Germany. He is the speaker of the Advertising Communication Division in the German Communication Association DGPuK and former YECREA young scholars' representative in the Working Group Advertising Research in the European Communication Research and Education Association (ECREA).

Inhaltsangabe

1. Social Media Influencers in Strategic Communication: A Conceptual
Framework for Strategic Social Media Influencer Communication 2. The
Commercialization of Social Media Stars: A Literature Review and Conceptual
Framework on the Strategic Use of Social Media Influencers 3. Social Media
Influencers as a Crisis Risk in Strategic Communication: Impact of
Indiscretions on Professional Endorsements 4. Live Streamers on Twitch.tv
as Social Media Influencers: Chances and Challenges for Strategic
Communication 5. A Call for Authenticity: Audience Responses to Social
Media Influencer Endorsements in Strategic Communication 6. Primed
Authenticity: How Priming Impacts Authenticity Perception of Social Media
Influencers