Cover Image

Research Perspectives on Social Media Influencers and Brand Communication.

Bibliographic Details
Main Author: Watkins, Brandi
Corporate Author: ProQuest (Firm)
Other Authors: Agozzino, Alisa, Barclay, Courtney A., Burns, Kelli S., Harrison, Lisa, Hernandez, Terri N., Landsberger, Alexa, Lo Castro, Jenna, Luttrell, Regina, Mariani, Ronda
Format: eBook
Language:English
Published: Lanham : Lexington Books, 2020.
Subjects:
Internet marketing.
Social media.
Relationship marketing.
Electronic books.
Online Access:Connect to the full text of this electronic book
Table of Contents:
  • Cover
  • Research Perspectiveson Social MediaInfluencers and BrandCommunication
  • Research Perspectiveson Social MediaInfluencers and BrandCommunication
  • Copyright
  • Dedication
  • Contents
  • List of Figures and Tables
  • Acknowledgments
  • Introduction
  • Chapter 1
  • The History of Social Media Influencers
  • Early Influencers on Blogs, Twitter, and YouTube
  • SMIs on Newer Platforms, including Instagram, Vine, and TikTok
  • The Rise of Brand Use of SMIs
  • The Evolution of Platforms to Support Influencer Marketing
  • The Evolution of SMI Regulations
  • Predictions for the Future of SMIs
  • References
  • Chapter 2
  • Rising to the Top
  • Literature Review
  • Method
  • Results
  • Discussion
  • Conclusion
  • References
  • Chapter 3
  • Micro-SMI
  • Literature Review
  • Methodology
  • Interview Findings
  • Five Dimensions of Micro-SMI
  • Discussion
  • Conclusion
  • References
  • Chapter 4
  • Evaluation of Brand-Sponsored Influencers and Tactics Across Industries
  • Trust and Banner Blindness
  • Brand Advocates and the Customer Journey
  • The Beauty Industry and Influencers
  • The Optical Industry and Influencers
  • The Financial Industry and Influencers
  • Best Practices for Working with SMIs
  • Evaluating Influencer Success
  • Conclusion
  • References
  • Chapter 5
  • LushUK Goes "All In" on Influencers
  • The Lush Brand
  • Lush's Marketing Strategy
  • Can Influencers Replace All Advertising?
  • Benefits of Decentralized Social Media
  • The Risks of Decentralized Social Media
  • The Cost of Brand Decentralized Social Media
  • Assessing the Decentralized Social Media Strategy
  • Theoretical Perspectives on Decentralized Social Media
  • Discussion
  • References
  • Chapter 6
  • #OhSnap! Using Current Students as Influencers in Higher Education
  • College Admissions Marketing
  • Social Media and Higher Education
  • Snapchat
  • Snapchat and College Admissions
  • Peers as Influencers
  • Making a Case for Peer Influencers and Snapchat for Higher Education
  • Conclusion
  • References
  • Chapter 7
  • Influencer Marketing
  • To Use SMIS, Or Not To Use SMIS? That Is The Question
  • Rejecting a SMI
  • Case Study: #Bloggergate
  • Conclusion
  • References
  • Chapter 8
  • Framing the Impact of Pseudo-Influencers via Communication Ethics
  • SMIs, Brand Communication, and Ethics
  • Regulation Efforts
  • Ethical Issues Surrounding Pseudo-SMIs
  • Ethical Implications
  • Directions for the Future
  • References
  • Chapter 9
  • Playing by the Rules
  • Protecting Consumers from Deceptive Advertising
  • Developing Endorsement Guidelines
  • Controlling the SponCon Cons
  • Recommendations for Engaging in SponCon
  • References
  • About the Contributors
  • Index
  • About the Editor and Contributors