Research Perspectives on Social Media Influencers and Brand Communication

Research Perspectives on Social Media Influencers and Brand Communication examines the myriad ways in which social media...
CHF 87.54
CHF 87.54
SKU: 9781793613639
Product Type: Books
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Author: Brandi Watkins
Format: Paperback
Language: English
Subtotal: CHF 87.54
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Research Perspectives on Social Media Influencers and Brand Communication by Watkins, Brandi

Research Perspectives on Social Media Influencers and Brand Communication

CHF 87.54

Research Perspectives on Social Media Influencers and Brand Communication

CHF 87.54
Author: Brandi Watkins
Format: Paperback
Language: English
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: Lexington Books
Published: 08/18/2022
Pages: 208
Binding Type: Paperback
Weight: 0.63lbs
Size: 9.00h x 6.00w x 0.44d
ISBN: 9781793613639

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