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Author: Brandi Watkins Publisher: Rowman & Littlefield ISBN: 1793613621 Category : Social Science Languages : en Pages : 209
Book Description
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.
Author: Brandi Watkins Publisher: Rowman & Littlefield ISBN: 1793613621 Category : Social Science Languages : en Pages : 209
Book Description
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.
Author: Brandi Watkins Publisher: Rowman & Littlefield ISBN: 1793613656 Category : Social Science Languages : en Pages : 249
Book Description
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.
Author: Piet Kommers Publisher: Routledge ISBN: 1135011001 Category : Education Languages : en Pages : 197
Book Description
Perspectives on Social Media presents the most current research on the effectiveness of social media across sectors. Progress in finding better applications for social media relies on the difficult task of integrating media technologies into fields such as engineering, marketing, health, learning, art, tourism, and the service industry. This book is based on cutting-edge creative work among top international researchers and renowned designers and provides readers with a preview of the most visionary outcomes in the field of social media. Some of the major topics that the book discusses are: New social media design Sense of community in web applications App design and development for mobile devices. Perspectives on Social Media uniquely builds on recent disputes among the top scholars around the world, thus including the dynamics of knowledge-sharing and cross-fertilization that one would expect to happen on the web but that are rarely found in a book.
Author: Douglas M. Walls Publisher: CSU Open Press ISBN: 9781607328612 Category : Authorship Languages : en Pages : 0
Book Description
Examines the impact of social media on three writing-related themes: publics and audiences, presentation of self and groups, and pedagogy at various levels of higher education.
Author: Rebecca Rowell Publisher: Capstone Classroom ISBN: 0756550246 Category : Juvenile Nonfiction Languages : en Pages : 65
Book Description
Social media is everywhere in society today. It can be a great tool for communication--but it is easily abused. Should you craft a careful social media presence? Or is it better to just stay away? Perspectives Flip Books are like two books in one: Start from one end and learn why people are logging off. Then flip it over and discover why others believe responsible social media use can be beneficial. Critical thinking questions help you analyze both perspectives and form your own opinions about the issue.
Author: Annmarie Bennet Publisher: Nova Science Publishers ISBN: 9781634631754 Category : Social media Languages : en Pages : 0
Book Description
The prevalence of social media avails individual users and organizations with unprecedented access to personal information that was once arduous to gather. Undoubtedly, privacy concerns on social media platforms become critically important as vendors can now potentially have access to a large collection of users' personal information. This book discusses the privacy concerns in using social media. It discusses the negative impact social media has on different populations; the use of social media for job placement; the dangers of social media for the psyche; and videos as a form of transmedia storytelling.
Author: Lina Dencik Publisher: Rowman & Littlefield Publishers ISBN: 9781783483358 Category : Social Science Languages : en Pages : 0
Book Description
This book critically interrogates the relationship between social media and protest from an interdisciplinary perspective, examining the multiple ways in which we need to politicize and contextualise commercial social media platforms, in particular with regards to their use fo...
Author: Stephanie Agresta Publisher: Cengage Learning Ptr ISBN: 9781435456525 Category : Business & Economics Languages : en Pages : 278
Book Description
Describes the impact of social media on marketing strategies, discussing such topics as changes in branding and customer service, integrating social media with traditional marketing, and measuring the success of social media campaigns.
Author: Helena Bilandzic Publisher: Intellect Books ISBN: 9781841505121 Category : Mass media Languages : en Pages : 0
Book Description
This collection of essays provides an overview of research on the social uses of media. Drawing on long traditions in both cultural studies and the social sciences, it brings together competing research approaches usually discussed separately. The topics include up-to-date research on activity and interactivity, media use as a social and cultural practice, and participation in a cultural, political, and technological sense. This volume incorporates current audience and reception studies and makes a significant contribution to the development of interdisciplinary approaches to audience and user studies.
Author: Brandi Watkins
Author: Brandi Watkins
Author: Brandi Watkins
Author: Piet Kommers
Author: Robert Fine
Author: Douglas M. Walls
Author: Rebecca Rowell
Author: Annmarie Bennet
Author: Lina Dencik
Author: Stephanie Agresta
Author: Helena Bilandzic