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Einband grossSocial Media Influencers in Strategic Communication
ISBN/GTIN

Social Media Influencers in Strategic Communication

E-BookEPUB0 - No protectionE-Book
144 Seiten
Englisch
Taylor & Franciserschienen am21.12.20211. Auflage
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.mehr
Verfügbare Formate
BuchGebunden
EUR182,50
TaschenbuchKartoniert, Paperback
EUR56,00
E-BookEPUB0 - No protectionE-Book
EUR53,99
E-BookPDF0 - No protectionE-Book
EUR53,99

Produkt

KlappentextThis 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.
Details
Weitere ISBN/GTIN9781000525342
ProduktartE-Book
EinbandartE-Book
FormatEPUB
Format Hinweis0 - No protection
FormatE101
Erscheinungsjahr2021
Erscheinungsdatum21.12.2021
Auflage1. Auflage
Seiten144 Seiten
SpracheEnglisch
Dateigrösse1086 Kbytes
Artikel-Nr.7059669
Rubriken
Genre9200

Inhalt/Kritik

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 Influencersmehr

Autor

Nils S. Borchers is Research Associate at the Institute of Media Studies, Universität Tübingen, Germany. He is the speaker of the Advertising Communication Division in the German Communication Association DGPuK and former YECREA young scholars' representative in the Working Group Advertising Research in the European Communication Research and Education Association (ECREA).