This book examines social media influencers as brand communicators. Each chapter represents a unique theoretical and methodological approach to examining the emergence of the growing legitimacy of influencer brand communication from a variety of perspectives and contexts.
This book examines social media influencers as brand communicators. Each chapter represents a unique theoretical and methodological approach to examining the emergence of the growing legitimacy of influencer brand communication from a variety of perspectives and contexts.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Brandi Watkins is associate professor in the School of Communication and Digital Media at Virginia Tech.
Inhaltsangabe
List of Tables and Figures Acknowledgments Introduction Brandi Watkins Chapter 1: The History of Social Media Influencers Kelli S. Burns Chapter 2: Rising to the Top: Social Media (Macro) Influencers and Democratized Brand Capital of Entertainment, Interaction, and Disclosure Alexa Landsberger and Amanda R. Martinez Chapter 3: Micro-SMI: The Beginning of a Theoretical Model Lisa Harrison Chapter 4: Evaluation of Brand-Sponsored Influencers and Tactics Across Industries Ronda Mariani Chapter 5: LushUK Goes "All In" on Influencers Adrienne A. Wallace, Regina Luttrell, and Kylie Torres Chapter 6: #OhSnap! Using Current Students as Influencers in Higher Education Alisa Agozzino Chapter 7: Influencer-Marketing: Is it Right for Your Brand? Terri N. Hernandez Chapter 8: Framing the Impact of Pseudo-Influencers via Communication Ethics Jenna M. Lo Castro Chapter 9: Playing by the Rules: Legal Restrictions Surrounding Brand-Influencer Relationships Courtney A. Barclay and Kearston L. Wesner About the Contributors
List of Tables and Figures Acknowledgments Introduction Brandi Watkins Chapter 1: The History of Social Media Influencers Kelli S. Burns Chapter 2: Rising to the Top: Social Media (Macro) Influencers and Democratized Brand Capital of Entertainment, Interaction, and Disclosure Alexa Landsberger and Amanda R. Martinez Chapter 3: Micro-SMI: The Beginning of a Theoretical Model Lisa Harrison Chapter 4: Evaluation of Brand-Sponsored Influencers and Tactics Across Industries Ronda Mariani Chapter 5: LushUK Goes "All In" on Influencers Adrienne A. Wallace, Regina Luttrell, and Kylie Torres Chapter 6: #OhSnap! Using Current Students as Influencers in Higher Education Alisa Agozzino Chapter 7: Influencer-Marketing: Is it Right for Your Brand? Terri N. Hernandez Chapter 8: Framing the Impact of Pseudo-Influencers via Communication Ethics Jenna M. Lo Castro Chapter 9: Playing by the Rules: Legal Restrictions Surrounding Brand-Influencer Relationships Courtney A. Barclay and Kearston L. Wesner About the Contributors
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