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The Regulation of Social Media Influencers

2020-05-29 Law
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Release : 2020-05-29
Genre : Law
Kind : eBook
Book Rating : 285/5 ( reviews)

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Book Synopsis The Regulation of Social Media Influencers by : Catalina Goanta

Download or read book The Regulation of Social Media Influencers written by Catalina Goanta. This book was released on 2020-05-29. Available in PDF, EPUB and Kindle. Book excerpt: In today’s society, the power of someone’s reputation, or influence, has been turned into a job: that of being a social media influencer. This role comes with promises, such as aspirational work, but is rife with challenges, given the controversy that often surrounds influencers. This is the first book on the regulation of social media influencers, that brings together legal, economic and ethical angles to further unveil the implications of influencer marketing.

Social Media Influencers in Strategic Communication

2021-12-21 Language Arts & Disciplines
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Release : 2021-12-21
Genre : Language Arts & Disciplines
Kind : eBook
Book Rating : 341/5 ( reviews)

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Book Synopsis Social Media Influencers in Strategic Communication by : Nils S. Borchers

Download or read book Social Media Influencers in Strategic Communication written by Nils S. Borchers. This book was released on 2021-12-21. Available in PDF, EPUB and Kindle. Book excerpt: 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 influencers to achieve both marketing and PR objectives. Influencers can act as cooperation partners, integrating commercial content into organic narratives, or as independent critics. Influencers also combine different roles that have traditionally been occupied by separate actors such as intermediary, content distributor, creative content producer, community manager, testimonial, strategic counsellor, and event host. The combination of these roles in just one actor opens new opportunities for strategic communication and can produce appreciated synergy effects. It is therefore hardly surprising that influencer collaborations have become a firmly established instrument in the toolbox of strategic communicators. The chapters in this book were originally published in the International Journal of Advertising and the International Journal of Strategic Communication.

Influencer Marketing

2020-11-29 Business & Economics
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Release : 2020-11-29
Genre : Business & Economics
Kind : eBook
Book Rating : 266/5 ( reviews)

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Book Synopsis Influencer Marketing by : Sevil Yesiloglu

Download or read book Influencer Marketing written by Sevil Yesiloglu. This book was released on 2020-11-29. Available in PDF, EPUB and Kindle. Book excerpt: This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities. Influencers – those who can impact a brand’s marketing and advertising strategies as well as build brand communities – are making extensive use of the new digital and traditional communications platforms. Influencers offer brands the ability to deliver the “right” communication and marketing messages to a specific target audience. Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select the right influencers and measure their success, the dark side of influencer marketing, and the legal and ethical framework. With contributions from authors across the globe, each chapter is also accompanied by an in- depth case study – from the Kardashians to Joe Wicks – that demonstrates how the theory translates to practice. Influencer Marketing is important reading for advanced, postgraduate and executive education students of Marketing, Digital Marketing, Marketing Communications, Brand Management and Public Relations. With its accessible style and practical content, it is also highly valuable for Marketing Communications, Branding and PR specialists.

Social Media Influencers

2019-12-15 Juvenile Nonfiction
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Release : 2019-12-15
Genre : Juvenile Nonfiction
Kind : eBook
Book Rating : 666/5 ( reviews)

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Book Synopsis Social Media Influencers by : Abby Badach Doyle

Download or read book Social Media Influencers written by Abby Badach Doyle. This book was released on 2019-12-15. Available in PDF, EPUB and Kindle. Book excerpt: It seems crazy, but you really can make hundreds of thousands of dollars just by posting pictures online. "Social media influencer" is a real job for many people, and even some pets. This on-trend volume is filled with relatable examples similar to the posts young readers may see in feeds every day. Better yet, this book is a clever way to teach critical thinking skills, like how to spot an advertisement and why it matters if your favorite Instagrammer was paid to review a product. Developing readers will be hooked by this fun and educational look behind the scenes.

Global Perspectives on Social Media Influencers and Strategic Business Communication

2024-05-22 Business & Economics
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Release : 2024-05-22
Genre : Business & Economics
Kind : eBook
Book Rating : /5 ( reviews)

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Book Synopsis Global Perspectives on Social Media Influencers and Strategic Business Communication by : Bi, Nicky Chang

Download or read book Global Perspectives on Social Media Influencers and Strategic Business Communication written by Bi, Nicky Chang. This book was released on 2024-05-22. Available in PDF, EPUB and Kindle. Book excerpt: In an era of social media, influencers wield unprecedented power over global consumer decisions. As digital natives increasingly turn to influencers for guidance, the need for comprehensive research on their impact becomes paramount. Brands, aiming to connect with a precisely targeted audience, must grapple with ethical considerations in this rapidly evolving sphere. Global Perspectives on Social Media Influencers and Strategic Business Communication delves into influencer research and practices, exploring their impact on various industries and sectors. This book dissects the motives and characteristics of social media influencers and navigates the terrain of ethical considerations surrounding their collaboration with businesses and organizations. This book covers influencers' effect on brand loyalty, cultural norms, community building, and their role in business management, advertising, and strategic communication. The book dissects the impacts of social media influencers on audience behavior, exploring areas such as brand attitudes, purchase intentions, and the dynamics of parasocial relationships. It examines the nuances of engagement, differentiating between paid endorsements, sponsored content, and pure electronic word-of-mouth while also spotlighting the influence of live streaming on consumer behaviors. This book is a valuable resource for businesses, strategic communicators, marketers, scholars, and anyone seeking a profound understanding of the dynamic world of social media influencers.

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