Research Perspectives on Social Media Influencers and Brand C... - 9781793613615

Research Perspectives on Social Media Influencers and Brand CommunicationAuthor(s): Brandi Watkins, Alisa Agozzino, Courtney A. Barclay, Kelli S. Burns, Lisa Harrison, Terri N. Hernandez, Alexa Landsberger, Jenna Lo Castro, Regina Luttrell, Ronda Mariani\nFormat: Hardback\nPublisher: Bloomsbury Publishing Plc, United States\nImprint: Lexington Books\nISBN-13: 9781793613615, 978-1793613615\nSynopsis\nResearch 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 app.