Social Media Influencers in Strategic Communication

This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. It tackles strategic influencer communication from multi-disciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods.

Auteur

Nils S. Borchers is Research Associate at the Institute of Media Studies, Universität Tübingen, Germany. He is the speaker of the Advertising Communication Division in the German Communication Association DGPuK and former YECREA young scholars' representative in the Working Group Advertising Research in the European Communication Research and Education Association (ECREA).

Contenu

Introduction - The Authentic Friend: How Strategic Communication Discovered Social Media Influencers Nils S. Borchers 1. Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication Nadja Enke and Nils S. Borchers 2. The Commercialization of Social Media Stars: A Literature Review and Conceptual Framework on the Strategic Use of Social Media Influencers Liselot Hudders, Steffi De Jans and Marijke de Veirman 3. Social Media Influencers as a Crisis Risk in Strategic Communication: Impact of Indiscretions on Professional Endorsements Kylie Sng, Tsi Ying Au and Augustine Pang 4. Live Streamers on Twitch.tv as Social Media Influencers: Chances and Challenges for Strategic Communication Jamie Woodcock and Mark R Johnson 5. A Call for Authenticity: Audience Responses to Social Media Influencer Endorsements in Strategic Communication Essi Pöyry, Matilde Pelkonen, Emma Naumanen and Salla-Maaria Laaksonen 6. Primed Authenticity: How Priming Impacts Authenticity Perception of Social Media Influencers Vilma Luoma-aho, Tuisku Pirttimäki, Devdeep Maity, Juha Munnukka and Hanna Reinikainen