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.
List of Tables and Figures
Chapter 1: The History of Social Media Influencers
Kelli S. Burns
Chapter 2: Rising to the Top: Social Media (Macro) Influencers and Democratized Brand Capital of Entertainment, Interaction, and Disclosure
Alexa Landsberger and Amanda R. Martinez
Chapter 3: Micro-SMI: The Beginning of a Theoretical Model
Chapter 4: Evaluation of Brand-Sponsored Influencers and Tactics Across Industries
Chapter 5: LushUK Goes “All In” on Influencers
Adrienne A. Wallace, Regina Luttrell, and Kylie Torres
Chapter 6: #OhSnap! Using Current Students as Influencers in Higher Education
Chapter 7: Influencer-Marketing: Is it Right for Your Brand?
Terri N. Hernandez
Chapter 8: Framing the Impact of Pseudo-Influencers via Communication Ethics
Jenna M. Lo Castro
Chapter 9: Playing by the Rules: Legal Restrictions Surrounding Brand-Influencer Relationships
Courtney A. Barclay and Kearston L. Wesner
About the Contributors
This book addresses a greatly underserved area within social media studies with a desperately needed text, combining history of the influencer phenomenon, their practices, the ongoing regulatory issues, and the upcoming challenges.