eBook - PDF

Research Perspectives on Social Media Influencers and Brand Communication

Name: Research Perspectives on Social Media Influencers and Brand Communication
ISBN: 9781978756861

Brandi Watkins,

209 pages
English
PDF
Available on iOS & Android

eBook - PDF

Research Perspectives on Social Media Influencers and Brand Communication

Brandi Watkins,

About this book

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.

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Yes, you can access Research Perspectives on Social Media Influencers and Brand Communication by Brandi Watkins in PDF and/or ePUB format, as well as other popular books in Social Sciences & Advertising. We have over one million books available in our catalogue for you to explore.