Influencer Marketing

Auteur

Lauren Gurrieri is Associate Professor in the School of Economics, Finance and Marketing at RMIT University, Australia. Her research examines gender, consumption and the marketplace, with a focus on gendered inequalities in consumer and digital cultures. This includes gendered representations in advertising and social media; body norms and beauty ideals in consumer culture; violence against women and marketing; and the strategies used by women to resist and challenge exclusion and marginalisation in the marketplace.

Jenna Drenten is Associate Professor of Marketing in the Quinlan School of Business, USA, where she studies digital consumer culture: the sociocultural role of social media platforms in everyday consumer life. Her research explains how digital culturefrom social media algorithms to the influencer attention economystructures social and cultural consumption ideologies and how consumers' lived experiences are mediated, translated, and commodified through digital culture.

Crystal Abidin is a Digital Anthropologist and Ethnographer of Vernacular Internet Cultures. She researches influencer cultures, especially in the Asia Pacific region, and has published 6 books and over 80 articles and chapters. Crystal is Professor of Internet Studies at Curtin University, Australia, and Director of the influencer Ethnography Research Lab. Reach her at wishcrys.com.

Texte du rabat

This book discusses and debates the complexities of influencer marketing, casting a critical and interdisciplinary lens on its practices, consumption, and far-reaching societal impact.

The chapters in this book were originally published as a special issue of Journal of Marketing Management.

Contenu

Introduction: symbiosis or parasitism? A framework for advancing interdisciplinary and socio-cultural perspectives in influencer marketing 1. Influencer marketing: a scoping review and a look ahead 2. Influencers and the attention economy: the meaning and management of attention on Instagram 3. Influencer marketing and the 'gifted' product: framing practices and market shaping 4. Disability in influencer marketing: a complex model of disability representation 5. 'You need to change how you consume': ethical influencers, their audiences and their linking strategies 6. Beyond the authenticity bind Finstagram as an escape from the attention economy 7. No filter: navigating well-being in troubled times as social media influencers 8. When parasocial relationships turn sour: social media influencers, eroded and exploitative intimacies, and anti-fan communities