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.

About the Author
Brandi Watkins is associate professor in the School of Communication and Digital Media at Virginia Tech.

Reviews

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.

-- Alice Audrezet, ISG International Business School



Book Information
ISBN 9781793613639
Author Brandi Watkins
Format Paperback
Page Count 208
Imprint Lexington Books
Publisher Lexington Books
Weight(grams) 340g
Dimensions(mm) 227mm * 152mm * 13mm