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Full Description
Influencer marketing often gets touted as more authentic, democratised, credible, and relatable than traditional marketing tactics. But such hype glosses over its messy sociocultural dynamics and underlying disparities. This book discusses and debates the complexities of influencer marketing, casting a critical and interdisciplinary lens on its practices, consumption, and far-reaching societal impact.
Beneath the surface of likes, shares, and selfies lies critical questions around power imbalances, tensions, and transformations in a content-driven marketplace. How have historical, economic, and technological changes shaped the development and maturation of influencer marketing as a scholarly field and an industry practice? Who attains the mantle of an influencer; what attributes transcend traditional categorisations; how are the complexities of identity portrayed through influencer culture; and how do so-called 'nontraditional influencers' connect with audiences and disseminate their perspectives in unique ways? How do evolving influencer-audience relationships foster mutual benefits and potential pitfalls?
Influencer marketing has evolved from a marketing tactic to a cultural phenomenon. It is shaped, and is shaped by, the currents of culture. By bridging theoretical perspectives and crossing disciplinary boundaries, the chapters in this volume advance the readers' understanding of influencer marketing by bringing to life its complexities, embracing its messiness, and highlighting future potentialities.
The chapters in this book were originally published as a special issue of Journal of Marketing Management.
Contents
Introduction: symbiosis or parasitism? A framework for advancing interdisciplinary and socio-cultural perspectives in influencer marketing 1. Influencer marketing: a scoping review and a look ahead 2. Influencers and the attention economy: the meaning and management of attention on Instagram 3. Influencer marketing and the 'gifted' product: framing practices and market shaping 4. Disability in influencer marketing: a complex model of disability representation 5. 'You need to change how you consume': ethical influencers, their audiences and their linking strategies 6. Beyond the authenticity bind - Finstagram as an escape from the attention economy 7. No filter: navigating well-being in troubled times as social media influencers 8. When parasocial relationships turn sour: social media influencers, eroded and exploitative intimacies, and anti-fan communities
