Research Perspectives on Social Media Influencers and their Followers argues that the brands that find the most success on social media are the ones that acknow

Research Perspectives on Social Media Influencers and Brand Communication examines the myriad ways in which social media and the unique characteristics of the i

This book examines social media influencers as brand communicators. Each chapter represents a unique theoretical and methodological approach to examining the em

In an era of social media, influencers wield unprecedented power over global consumer decisions. As digital natives increasingly turn to influencers for guidanc

This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. The contributors tackle strategic influ