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.
Inhaltsverzeichnis
1. Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication 2. The Commercialization of Social Media Stars: A Literature Review and Conceptual Framework on the Strategic Use of Social Media Influencers 3. Social Media Influencers as a Crisis Risk in Strategic Communication: Impact of Indiscretions on Professional Endorsements 4. Live Streamers on Twitch.tv as Social Media Influencers: Chances and Challenges for Strategic Communication 5. A Call for Authenticity: Audience Responses to Social Media Influencer Endorsements in Strategic Communication 6. Primed Authenticity: How Priming Impacts Authenticity Perception of Social Media Influencers
