Social Media Influencers in Strategic Communication

Social Media Influencers in Strategic Communication
Author :
Publisher : Routledge
Total Pages : 164
Release :
ISBN-10 : 9781000525342
ISBN-13 : 1000525341
Rating : 4/5 (42 Downloads)

Book Synopsis Social Media Influencers in Strategic Communication by : Nils S. Borchers

Download or read book Social Media Influencers in Strategic Communication written by Nils S. Borchers and published by Routledge. This book was released on 2021-12-21 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. The contributors tackle strategic influencer communication from multidisciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods. Influencers cross traditional boundaries in many ways and oscillate between intimacy and publicity, authenticity and commercialization, ingratiation and critical distance. From a strategic communication perspective, this variability makes influencers hard to capture: organizations can cooperate with influencers to achieve both marketing and PR objectives. Influencers can act as cooperation partners, integrating commercial content into organic narratives, or as independent critics. Influencers also combine different roles that have traditionally been occupied by separate actors such as intermediary, content distributor, creative content producer, community manager, testimonial, strategic counsellor, and event host. The combination of these roles in just one actor opens new opportunities for strategic communication and can produce appreciated synergy effects. It is therefore hardly surprising that influencer collaborations have become a firmly established instrument in the toolbox of strategic communicators. The chapters in this book were originally published in the International Journal of Advertising and the International Journal of Strategic Communication.


Social Media Influencers in Strategic Communication Related Books

Social Media Influencers in Strategic Communication
Language: en
Pages: 164
Authors: Nils S. Borchers
Categories: Language Arts & Disciplines
Type: BOOK - Published: 2021-12-21 - Publisher: Routledge

DOWNLOAD EBOOK

This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. The contributors tackle strategic influ
Social Media for Strategic Communication
Language: en
Pages: 489
Authors: Karen Freberg
Categories: Business & Economics
Type: BOOK - Published: 2021-06-30 - Publisher: SAGE Publications

DOWNLOAD EBOOK

Social Media for Strategic Communication: Creative Strategies and Research-Based Applications Second Edition teaches students the skills and principles needed t
Social Media Campaigns
Language: en
Pages: 227
Authors: Carolyn Mae Kim
Categories: Business & Economics
Type: BOOK - Published: 2020-12-29 - Publisher: Taylor & Francis

DOWNLOAD EBOOK

This new edition continues to give students a foundation in the principles of digital audience engagement and data metrics across platforms, preparing them to a
Public Relations and Online Engagement
Language: en
Pages: 108
Authors: Amber L. Hutchins
Categories: Business & Economics
Type: BOOK - Published: 2021-06-24 - Publisher: Routledge

DOWNLOAD EBOOK

As media continues to evolve, social media has become even more integral to public relations activities, presenting new opportunities and challenges for practit
Global Perspectives on Social Media Influencers and Strategic Business Communication
Language: en
Pages: 451
Authors: Bi, Nicky Chang
Categories: Business & Economics
Type: BOOK - Published: 2024-05-22 - Publisher: IGI Global

DOWNLOAD EBOOK

In an era of social media, influencers wield unprecedented power over global consumer decisions. As digital natives increasingly turn to influencers for guidanc