This book examines social media influencers as brand communicators. Each chapter represents a unique theoretical and methodological approach to examining the emergence of the growing legitimacy of influencer brand communication from a variety of perspectives and contexts.

Research 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 approach to examining the emergence and growing legitimacy of the social media influencer as a brand communicator from a variety of perspectives and contexts, discussing challenges and opportunities afforded to brands by social media influencers and providing an overview of the current research on the use of these branding approaches. Scholars of media studies, communication, and marketing will find this book particularly useful.

List of Tables and Figures

Acknowledgments

Introduction

Brandi Watkins

Chapter 1: The History of Social Media Influencers

Kelli S. Burns

Chapter 2: Rising to the Top: Social Media (Macro) Influencers and Democratized Brand Capital of Entertainment, Interaction, and Disclosure

Alexa Landsberger and Amanda R. Martinez

Chapter 3: Micro-SMI: The Beginning of a Theoretical Model

Lisa Harrison

Chapter 4: Evaluation of Brand-Sponsored Influencers and Tactics Across Industries

Ronda Mariani

Chapter 5: LushUK Goes “All In” on Influencers

Adrienne A. Wallace, Regina Luttrell, and Kylie Torres

Chapter 6: #OhSnap! Using Current Students as Influencers in Higher Education

Alisa Agozzino

Chapter 7: Influencer-Marketing: Is it Right for Your Brand?

Terri N. Hernandez

Chapter 8: Framing the Impact of Pseudo-Influencers via Communication Ethics

Jenna M. Lo Castro

Chapter 9: Playing by the Rules: Legal Restrictions Surrounding Brand-Influencer Relationships

Courtney A. Barclay and Kearston L. Wesner

About the Contributors