ISBN:
9798369346464
Language:
English
Pages:
430 Seiten
,
Illustrationen
Parallel Title:
Erscheint auch als
DDC:
302/.13
Keywords:
Social influence
;
Social media
;
Audience Engagement
;
Brand Loyalty
;
Cancel Culture
;
Cross-Industry Impact
;
Cultural Norms
;
Digital Natives
;
Ethical Decision-Making
;
Global Perspectives
;
Influencer Marketing
;
Parasocial Relationships
;
Purchase Behavior
;
Reputation Management
;
Social Media Influencers
;
Strategic Business Communication
;
Virtual Influencers
Abstract:
"In an era of social media, influencers wield unprecedented power over global consumer decisions. As digital natives increasingly turn to influencers for guidance, the need for comprehensive research on their impact becomes paramount. Brands, aiming to connect with a precisely targeted audience, must grapple with ethical considerations in this rapidly evolving sphere.Global Perspectives on Social Media Influencers and Strategic Business Communication delves into influencer research and practices, exploring their impact on various industries and sectors. This book dissects the motives and characteristics of social media influencers and navigates the terrain of ethical considerations surrounding their collaboration with businesses and organizations. This book covers influencers' effect on brand loyalty, cultural norms, community building, and their role in business management, advertising, and strategic communication. The book dissects the impacts of social media influencers on audience behavior, exploring areas such as brand attitudes, purchase intentions, and the dynamics of parasocial relationships. It examines the nuances of engagement, differentiating between paid endorsements, sponsored content, and pure electronic word-of-mouth while also spotlighting the influence of live streaming on consumer behaviors. This book is a valuable resource for businesses, strategic communicators, marketers, scholars, and anyone seeking a profound understanding of the dynamic world of social media influencers."--
Abstract:
"This book provides a comprehensive overview of the contemporary research and practices of social media influencers. It also explores innovative methods to identify, assess, and reach out to influencers on a global scale"--
