Global Perspectives on Social Media Influencers and Strategic Business Communication
Language: English
Published by IGI Global, US, 2024
- Softcover
- New
Seller: Rarewaves.com UK, London, United KingdomRarewaves.com UK
AbeBooks seller since June 11, 2025
Condition: New
£ 274.60
Quantity: Over 20 available
Add to basketItem description from seller
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. As businesses increasingly recognize the strategic importance of influencers, ethical decision-making becomes paramount, urging organizations to scrutinize influencers' methods and histories to ensure alignment with brand values. 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. Global Perspectives on Social Media Influencers and Strategic Business Communication is a valuable resource for businesses, strategic communicators, marketers, scholars, and anyone seeking a profound understanding of the dynamic world of social media influencers.…
Seller Inventory # LU-9798369346464
- Title
- Global Perspectives on Social Media Influencers and Strategic Business Communication
- Author
- Bi, Nicky Chang
- Publisher
- IGI Global, US
- Publication year
- 2024
- Condition
- New
- Binding
- Paperback
- Language
- English
- ISBN 13
- 9798369346464
"Synopsis" may belong to another edition of this title.
About the Author
Ruonan Zhang received her PhD in media and communication at Bowling Green State University. She is currently an assistant professor at Rollins College, FL, USA. Her research is centered around social media marketing and digital culture, with a specialization in exploring how digital technologies shape human communication, both in advancement and hindrance. Her research has been featured in the Journal of Computer Assisted Learning, the Journal of Research in Interactive Marketing, and Asian Communication Research.
"About the title" may belong to another edition of this title.
Rarewaves.com UK
London, United Kingdom
AbeBooks seller since June 11, 2025
Shipping rates from United Kingdom to U.S.A.
| Item | 60 to 60 business days | 60 to 60 business days |
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