YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence.
What influence capacity do they have? Why are intimate or personal aspects shared with unknown people? Who are the big beneficiaries? How much is vanity and how much altruism? What business is behind these social networks? What dangers do they contain? What volume of business can we estimate they generate? How are they transforming cultural industries? What legislation is applied? How does the legislation affect these communications when they are sponsored? Is the privacy of users violated with the data obtained? Who is the owner of the content? Are they to blame for "fake news"? In this changing, challenging and intriguing environment, The Dynamics of Influencer Marketing discusses all of these questions and more.
Considering this complexity from different perspectives: technological, economic, sociological, psychological and legal, the book combines the visions of several experts from the academic world and provides a structured framework with a wide approach to understand the new era of influencing, including the dark sides of it. It will be of direct interest to marketing scholars and researchers while also relevant to many other areas affected by the phenomenon of social media influence.
Author(s): José M. Álvarez-Monzoncillo
Series: Routledge Studies in Marketing, 24
Publisher: Routledge
Year: 2022
Language: English
Pages: 220
City: London
Cover
Half Title
Series Page
Title Page
Copyright Page
Table of Contents
List of contributors
Introduction1
Note
Chapter 1: Making use of digital methods to study influencer marketing
1.1 Introduction
1.2 Background: influencer marketing
1.2.1 Influencers as opinion leaders
1.2.2 The practices of influencers
1.2.3 Internal and external validity
1.2.4 Differences between across media platforms
1.3 Digital data and digital methods
1.3.1 Tracking and data collection
1.3.1.1 Database approach
1.3.1.2 Data collection software
1.3.1.3 Web scrapping techniques
1.3.2 Data analysis
1.3.2.1 Manual coding techniques
1.3.2.2 Software-based analysis
1.3.2.2.1 Leximancer
1.3.2.2.2 Gavagai
1.4 Discussion
1.4.1 Uncovering influencers as opinion leaders
1.4.2 Exploring practices of influencers
1.4.3 Comparisons across media platforms
1.4.4 Increasing internal and external validity
1.4.5 A need for new skill sets among researchers
1.5 Conclusion
References
Chapter 2: The marketing of UGC, media industries and business influence: The Hydra of Lerna and the sword of Heracles
2.1 Introduction
2.2 Media industries: a future with co-creation?
2.3 Advertising and influencers: the different context of platforms
2.4 The risks of “platformization” and “datafication”
2.5 Pandemic narcissism and aspirational labor
2.6 Conclusion
References
Chapter 3: The power of algorithms and keys of participation
3.1 Introduction
3.2 Social media and algorithms
3.2.1 Content curation
3.2.2 User data collection
3.2.3 Content creation
3.3 Algorithm challenges
3.3.1 Transparency
3.3.2 Objectivity
3.4 Discussion
3.5 Conclusion
References
Chapter 4: Reviewing the Commercial and Social Impact of Social Media Influencers
4.1 Introduction
4.2 Social Media Influencers
4.3 Methodology
4.4 Proposed Framework
4.5 Findings
4.5.1 Commercial Effects
4.5.1.1 Characteristics of Influencers and their Effects on Consumer Behavior
4.5.1.1.1 Source Credibility Theory
4.5.1.1.2 Number of Followers
4.5.1.1.3 Extent of Parasocial Interaction
4.5.1.1.4 Ad Disclosure
4.5.1.2 Youth Consumer Effects
4.5.2 Cultural Effects
4.5.2.1 Transforming the Meaning of Celebrity
4.5.2.2 Navigating Identities
4.5.2.3 Trends
4.5.3 Prosocial Potential
4.5.3.1 Health Communication
4.5.3.2 Breaking Stereotypes, Changing Perceptions
4.5.3.3 Creating Safe Spaces
4.5.3.4 Risk: Potential for Misinformation
4.5.4 Effectiveness
4.5.4.1 Audience Perception
4.5.4.2 Comparison to Celebrity Endorsers and Traditional Advertising
4.6 Conclusion
Note
References
Chapter 5: The evolution of the influence business
5.1 Power and influence
5.2 The business of persuasion and modern advertising
5.3 The business of digital marketing
5.4 How to better understand consumer thinking
5.5 Final thoughts
References
Chapter 6: Influencer marketing dynamics: The roles of social engagement, trust, and influence
6.1 Introduction
6.2 Influencer marketing
6.2.1 Defining influencer marketing
6.2.2 Platforms
6.3 Influence
6.3.1 Authentic identity/authenticity
6.3.2 Trust
6.3.3 Engagement
6.3.4 Relationships
6.4 Path to influence
6.5 Conclusion
References
Chapter 7: How Instagram and YouTube users share news: Algorithms, monetization and visibility on social media
7.1 Introduction
7.2 Through Platformization Toward Popularity
7.3 Cultural Intermediaries, Influence, and Visibility
7.3.1 Mukbang BJs as Influencers
7.4 Online Content Creators, Visibility, and Media Diversity
7.5 News YouTubers Within Digital Intermediation
7.6 Conclusion
References
Chapter 8: A cross-pollination of fame?: Star athletes and influencers on Instagram
8.1 Introduction
8.2 The complex, the systemic, and social media
8.3 The new and social media
8.4 Fame, famous and celebrities: sport stars and fashion Instagrammers
8.5 Fashion influencers
8.6 Cross-pollination and engagement
8.7 Method
8.8 Results and discussion
8.8.1 Star athletes and fashion Instagrammers: engagement and content flow without cross-pollination
8.8.2 Cross-pollination as the integral management of digital presence
8.9 Conclusions
Acknowledgements
Note
References
Chapter 9: Crowd influences in branded communities: The case of CrossFit
9.1 Introduction
9.2 Purpose of the chapter
9.2.1 The CrossFit context
9.3 The CrossFit community
9.4 Developing a sense of community
9.5 The importance of crowd influence: customer experiences and brand meaning
9.6 The process of crowd influence
9.7 The reason for crowd – co-creation of value
9.8 The outcome of crowd influence: Brand loyalty
9.9 “Death by tweet” – When the community didn’t stand behind leadership (Influencing leadership)
9.10 Crowd influence – A conceptual model
9.10.1 Similarity
9.10.2 Credibility
9.10.3 Influencer narratives
9.10.4 Low sponsorship disclosure effects
9.11 Conclusions and future research
References
Chapter 10: Three key practices of imagine building in entrepreneurial identity work of freelance journalists
10.1 Introduction
10.2 Theoretical background
10.2.1 Entrepreneurial Identity in the media industries
10.2.2 Identity work of media entrepreneurs
10.3 Research design
10.3.1 The research context
10.3.2 Data collection
10.3.3 Data analysis
10.4 Findings
10.5 Discussion and Conclusion
References
Index
