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A Philosophy of Communication of Social Media Influencer Marketing
The Banality of the Social
A Philosophy of Communication of Social Media Influencer Marketing
The Banality of the Social
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Description
Social media influencer marketing emerged in Web 2.0 as a new form of celebrity endorsement in which the Internet-famous create word-of-mouth marketing for brands and organizations on their personal social media pages, blurring the line between organic and sponsored content for their followers. This book explores social media influencer marketing through the lens of philosophy of communication with a praxis-centered approach. Kati E. Sudnick utilizes a multitude of theoretical touchstones—including Christopher Lasch’s narcissistic culture, Marshall McLuhan’s global village, Daniel Boorstin’s human pseudo-event, Jacques Ellul’s propaganda, and the interplay between charismatic leadership and parasocial relationships—in order to consider consequences surrounding Hannah Arendt’s social condition, which appears in hyper-form within social media influencer marketing as a major integrated marketing communication tool. Sudnick applies these concepts to three major case studies surrounding Audible, BetterHelp, and Fyre Festival, drawing implications and conclusions for this integrated marketing communication tactic in an era entrenched within the banality of the social. Ultimately, the author argues for a more aware and conscientious public when it comes to engaging with influencers online. Scholars of communication, philosophy, and media studies will find this book of particular interest.
Table of Contents
Introduction: Understanding Social Media Influencer Marketing in a Social Age
Chapter 1: Human Pseudo-Events and Propaganda: Tools of Social Media Influencer Marketing in a Social Age
Chapter 2: The Power of the Social: Charismatic Leadership, Parasocial Relationships, and the Social Media Influencer
Chapter 3: Dances, Lip-Syncs, and Stitching: Tik Tok, Memetic Culture, and the Myth of Social Media Influencer Tactics
Chapter 4: The Reverse Halo Effect: Cancel Culture and the Implications of Social Media Influencing as an Integrated Marketing Communication Tool
Chapter 5: Tales from Social Media Influencer Marketing: A Trio of Case Studies
Chapter 6: The Banality of Social Media Influencer Marketing
Bibliography
About the Author
Product details
| Published | 28 Nov 2023 |
|---|---|
| Format | Hardback |
| Edition | 1st |
| Extent | 202 |
| ISBN | 9781666920789 |
| Imprint | Lexington Books |
| Dimensions | 237 x 158 mm |
| Series | Integrated Marketing Communication |
| Publisher | Bloomsbury Publishing |
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