Social Media Influencers in Strategic Communication - 9781032019802

Taylor & Francis

Social Media Influencers in Strategic CommunicationAuthor(s): Nils S. Borchers\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781032019802, 978-1032019802\nSynopsis\nThis 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.\n\nInfluencers 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 independe.