Research Perspectives on Social Media Influencers and Their Followers

Research Perspectives on Social Media Influencers and their Followers argues that the brands that find the most...
€247,98 EUR
€247,98 EUR
SKU: 9781793613646
Product Type: Books
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Author: Brandi Watkins
Format: Hardcover
Language: English
Subtotal: €247,98
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Research Perspectives on Social Media Influencers and Their Followers by Watkins, Brandi

Research Perspectives on Social Media Influencers and Their Followers

€247,98

Research Perspectives on Social Media Influencers and Their Followers

€247,98
Author: Brandi Watkins
Format: Hardcover
Language: English
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: Brandi Watkins
Publisher: Lexington Books
Published: 03/15/2021
Pages: 248
Binding Type: Hardcover
Weight: 1.18lbs
Size: 9.00h x 6.00w x 0.69d
ISBN: 9781793613646


Review Citation(s):
Choice 10/01/2022

About the Author
Brandi Watkins is associate professor in the School of Communication and Digital Media at Virginia Tech.

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