Social Media Influencers in Strategic Communication

This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. The...
€402,70 EUR
€402,70 EUR
SKU: 9781032019802
Product Type: Books
Please hurry! Only 228 left in stock
Author: Nils S. Borchers
Format: Hardcover
Language: English
Subtotal: €402,70
10 customers are viewing this product
Social Media Influencers in Strategic Communication by Borchers, Nils S.

Social Media Influencers in Strategic Communication

€402,70

Social Media Influencers in Strategic Communication

€402,70
Author: Nils S. Borchers
Format: Hardcover
Language: English

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.



Author: Nils S. Borchers
Publisher: Routledge
Published: 12/22/2021
Pages: 136
Binding Type: Hardcover
Weight: 1.05lbs
Size: 10.00h x 7.00w x 0.38d
ISBN: 9781032019802

This title is not returnable

Returns Policy

You may return most new, unopened items within 30 days of delivery for a full refund. We'll also pay the return shipping costs if the return is a result of our error (you received an incorrect or defective item, etc.).

You should expect to receive your refund within four weeks of giving your package to the return shipper, however, in many cases you will receive a refund more quickly. This time period includes the transit time for us to receive your return from the shipper (5 to 10 business days), the time it takes us to process your return once we receive it (3 to 5 business days), and the time it takes your bank to process our refund request (5 to 10 business days).

If you need to return an item, simply login to your account, view the order using the "Complete Orders" link under the My Account menu and click the Return Item(s) button. We'll notify you via e-mail of your refund once we've received and processed the returned item.

Shipping

We can ship to virtually any address in the world. Note that there are restrictions on some products, and some products cannot be shipped to international destinations.

When you place an order, we will estimate shipping and delivery dates for you based on the availability of your items and the shipping options you choose. Depending on the shipping provider you choose, shipping date estimates may appear on the shipping quotes page.

Please also note that the shipping rates for many items we sell are weight-based. The weight of any such item can be found on its detail page. To reflect the policies of the shipping companies we use, all weights will be rounded up to the next full pound.

Related Products

Recently Viewed Products