1st Edition
Social Media Influencers in Strategic Communication
Introduction - The Authentic Friend: How Strategic Communication Discovered Social Media Influencers
Nils S. Borchers
1. Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication
Nadja Enke and Nils S. Borchers
2. The Commercialization of Social Media Stars: A Literature Review and Conceptual Framework on the Strategic Use of Social Media Influencers
Liselot Hudders, Steffi De Jans and Marijke de Veirman
3. Social Media Influencers as a Crisis Risk in Strategic Communication: Impact of Indiscretions on Professional Endorsements
Kylie Sng, Tsi Ying Au and Augustine Pang
4. Live Streamers on Twitch.tv as Social Media Influencers: Chances and Challenges for Strategic Communication
Jamie Woodcock and Mark R Johnson
5. A Call for Authenticity: Audience Responses to Social Media Influencer Endorsements in Strategic Communication
Essi Pöyry, Matilde Pelkonen, Emma Naumanen and Salla-Maaria Laaksonen
6. Primed Authenticity: How Priming Impacts Authenticity Perception of Social Media Influencers
Vilma Luoma-aho, Tuisku Pirttimäki, Devdeep Maity, Juha Munnukka and Hanna Reinikainen
Biography
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).
