Brand communication through digital influencers: Leveraging blogger engagement

Uzunoğlu, Ebru; Kip, Sema Misci

doi:10.1016/j.ijinfomgt.2014.04.007

Cited by 413 publications

(278 citation statements)

References 33 publications

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“…Research activities can then be organized along the actor groups on which the activity is focused. In the field of strategic communication, one can identify studies that focus on SMI clients (i.e., organizations and agencies that cooperate with SMIs) (Hutchins & Tindall, 2016;Uzunoğlu & Misci Kip, 2014;Wolf & Archer, 2018) and on SMIs and their involvement in strategic communication activities (Archer & Harrigan, 2016;Pang, Tan, Lim, Kwan, & Lakhanpal, 2016;Walden, Bortree, & DiStaso, 2015). I have the impression, however, that research that focuses on SMI audiences has gathered the most traction, particularly research on effects of SMI postings (cf.…”

Section: Research On Social Media Influencers: Some Selected Stagesmentioning

confidence: 99%

Social Media Influencers in Strategic Communication

Borchers

2019

International Journal of Strategic Communication

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Section: Research On Social Media Influencers: Some Selected Stagesmentioning

confidence: 99%

Social Media Influencers in Strategic Communication

Borchers

2019

International Journal of Strategic Communication

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“…Yet, people who have online influence on others have appeared for years, there is no widely accepted term and specific definition to describe them. Researchers have used different labels to depict this new type of celebrity, including social media influencers (SMIs) [25,28], influential bloggers [14], famous Instagram bloggers [7] or YouTube stars [10]. In China, no matter what social media platforms they emphasized on, people who have achieved influence based on the use of Internet have a unified name-Internet celebrities (Wanghong) [2].…”

Section: Internet Celebrities (Wanghong)mentioning

confidence: 99%

The Secret of Internet Celebrities: A Qualitative Study of Online Opinion Leaders on Weibo

Li¹

2018

Proceedings of the 51st Hawaii International Conference on System Sciences

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Internet celebrities are widely observable on social media platforms and are an essential component to a social media marketing program. Drawing on the media success literature and online influencer research, this study reflects Internet celebrities' fameseeking practices and discusses on three issues from literature: definition of Internet celebrities, Internet celebrities' identification criteria and what factors can contribute to individual online influence. A series of interview from three Internet celebrities and three followers of each celebrity were conducted to enrich this study. The results show that Internet celebrities are people who have become famous by means of Internet, and have the ability to influence others. They are characterized as having a certain number of followers; high level of interactivity on their profile; and promising business value. Moreover, this study suggests a five-dimensional perspective to understand individual online influence. We believe that these findings provide new insights for interpretation of Internet celebrities and suggest a possible success formula for fame-seekers to achieve influence on the increasingly competitive social media platforms.

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“…Estas redes específicas de turismo são capazes de criar e manter redes de consumidores, sistemas de relação de feedback com os segmentos de mercado do seu interesse. Igualmente, as redes sociais vieram potenciar o surgimento de novos atores, os digital influencers (Uzunoglu & Misci Kip, 2014;Tratt, 2014;Tseng, Wu, Morrison, Zhang & Chen, 2015) e obrigam a novas práticas em comunicação turística (Hays, Page & Buhalis, 2012;Kietzmann, Hermkens, McCarthy & Silvestre, 2011;Sigala & Gretzel, 2018).…”

Section: Contextualização Teóricaunclassified

A potencialidade das redes sociais na promoção de destinos turísticos: O caso de Tenerife

Wichels

2018

DAMeJ

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ResumoAs redes sociais, poderosas plataformas de relacionamento, captação e fidelização de clientes, nomeadamente o TripAdvisor, o Facebook e o Instagram ou a Blogosfera, estão a influenciar novos comportamentos do consumidor, obrigando a novas práticas em comunicação turística. Frente a esta realidade, as estratégias e ferramentas de comunicação e marketing tradicionais dos destinos turísticos mostram-se menos efetivas e a mudança envolve não só o como e quando se comunica, mas também o quê. Neste artigo analisamos, enquanto estudo de caso, a estratégia de comunicação e redes sociais de Tenerife. Como estará a reagir um dos destinos mais consolidados do mundo, à mudança de paradigma em comunicação turística?Palavras-chave: Comunicação de destino turístico; turismo de Tenerife; redes sociais; turismo 2.0; estratégia de comunicação online em turismo; Espanha. AbstractSocial media are powerful platforms for relating to, capturing and establishing loyalty relationships with clients. Platforms such as TripAdvisor, Facebook, Instagram or the Blogosphere are influencing new consumer behaviours and obligating new practices in tourism communication. In the light of this, the traditional marketing and communication tools and strategies of tourism destinations are becoming less effective, and the change involves not only how and when but also what to communicate. In this paper, we analyse the communication and social media strategy of Tenerife as a case study. How is one of the most consolidated tourism destinations in the world reacting to the changes in the tourism communication paradigm?

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Brand communication through digital influencers: Leveraging blogger engagement

Cited by 413 publications

References 33 publications

Social Media Influencers in Strategic Communication

Social Media Influencers in Strategic Communication

The Secret of Internet Celebrities: A Qualitative Study of Online Opinion Leaders on Weibo

A potencialidade das redes sociais na promoção de destinos turísticos: O caso de Tenerife

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