Research perspectives on social media influencers and their followers:
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Lanham ; Boulder ; New York ; London
Lexington Books
[2021]
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | xii, 235 Seiten Illustrationen |
| ISBN: | 9781793613660 9781793613646 |
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Datensatz im Suchindex
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Contents Acknowledgments ix List of Figures and Tables xi Introduction Brandi Watkins 1 1 The Science of Social Media Influencer Marketing Kelli S. Burns 7 2 #FitnessGoals and Brands on Instagram: Influencers and Digital Dialogic Communication 29 Alison N. Novak 3 #MarketingFaith: The Megachurch Pastor as Social Media Influencer Elizabeth B. Jones, Sydney O. Scheller, and Nathan A. Vick 4 5 6 Become an #AcademicInfluencer: A Blueprint for Building Bridges between the Classroom and Industry Carolyn Kim, Karen Freberg, Mitchell Friedman, and Amanda J. Weed Social Media Influencers in Africa: An Analysis of Instagram Content and Brand Endorsements Anne W. Njathi and Nicole Μ. Lee It’s a Whole New World: The Impact of Social Media Influencers on Type 1 Diabetics’ Attitudes About, and Behaviors Regarding, Insulin Pump Therapy Corey Jay Liberman vii 51 73 91 111
Contents viii 7 You “Can’t Put Concealer on This One”: Crisis Management in an Influencer Context Chelsea Woods 8 Ethical Responsibilities for Social Media Influencers Jenn Burleson Mackay 9 The Case of Dina Tokio: Using Symbolic Theory to Understand the Backlash JoAnna Boudreaux 129 151 167 10 Connecting via Social Media for Weight Loss: An Exploration of Social Media Influencers in a Weight-Loss Community 183 Carrie S. Trimble and Nancy J. Curtin 11 Influenced by My Lifestyle Net Idols (#Contentcreators): Exploring the Relationships between Thai Net Idols and Followers Vimviriya Limkangvanmongkol 205 Index 225 About the Editor and Contributors 231
MEDIA STUDIES · SOCIAL MEDIA 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. |
| adam_txt |
Contents Acknowledgments ix List of Figures and Tables xi Introduction Brandi Watkins 1 1 The Science of Social Media Influencer Marketing Kelli S. Burns 7 2 #FitnessGoals and Brands on Instagram: Influencers and Digital Dialogic Communication 29 Alison N. Novak 3 #MarketingFaith: The Megachurch Pastor as Social Media Influencer Elizabeth B. Jones, Sydney O. Scheller, and Nathan A. Vick 4 5 6 Become an #AcademicInfluencer: A Blueprint for Building Bridges between the Classroom and Industry Carolyn Kim, Karen Freberg, Mitchell Friedman, and Amanda J. Weed Social Media Influencers in Africa: An Analysis of Instagram Content and Brand Endorsements Anne W. Njathi and Nicole Μ. Lee It’s a Whole New World: The Impact of Social Media Influencers on Type 1 Diabetics’ Attitudes About, and Behaviors Regarding, Insulin Pump Therapy Corey Jay Liberman vii 51 73 91 111
Contents viii 7 You “Can’t Put Concealer on This One”: Crisis Management in an Influencer Context Chelsea Woods 8 Ethical Responsibilities for Social Media Influencers Jenn Burleson Mackay 9 The Case of Dina Tokio: Using Symbolic Theory to Understand the Backlash JoAnna Boudreaux 129 151 167 10 Connecting via Social Media for Weight Loss: An Exploration of Social Media Influencers in a Weight-Loss Community 183 Carrie S. Trimble and Nancy J. Curtin 11 Influenced by My Lifestyle Net Idols (#Contentcreators): Exploring the Relationships between Thai Net Idols and Followers Vimviriya Limkangvanmongkol 205 Index 225 About the Editor and Contributors 231
MEDIA STUDIES · SOCIAL MEDIA 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. |
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