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Showing 1 to 7 of 7 for “"Social media influencer"”.
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The Banality of the Social: A Philosophy of Communication of Social Media Influencer Marketing
… approach in order to understand the role of social media influencer marketing within a historical moment defined via Hannah Arendt’s understanding of the social. Social media influencer marketing emerges as a new form of celebrity endorsement in which those finding fame on the Internet engage …
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Catastrophic Progress: A Queer Materialist Analysis of the 2023 Trans/Bud Light Controversy
… 1, 2023, Dylan Mulvaney, a transgender woman and social media influencer, made a March Madness post on Instagram sponsored by Bud Light. The response from the conservative right was swift and extreme, galvanizing protests against Anheuser-Busch InBev and resulting in a massive loss in sales that …
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Unbranded Vs. Branded Direct-To-Consumer Advertising (Dtca) Using Social Media Influencers: Examining The Effects Of Message Type And Disclosure
Social media influencer (SMI) advertising is a recent tactic conducted by pharmaceutical companies to promote a disease or a prescription drug directly to consumers. This study examined the effects of unbranded and branded direct-to-consumer (DTC) SMI advertising along with the effects of …
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Influencer persona and audience engagement : an analysis of the user decision-making differences between traditional and short-video-based social media
Social media influencer marketing, which is a new marketing method that takes on the idea of celebrity endorsement, is a growing phenomenon. The ever-increasing influence of social media as seen in society today places it as a key modern-day content-driven marketing movement. The atmosphere of …
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Social Butterflies: How Social Media Influencers are the New Celebrity Endorsement
… have had to adapt in order to use the available social media platforms to gain visibility in the millennial audience. Recently brands have turned to online 'celebrities' known as a social media influencer (SMI) to distribute information and influence consumers' product perceptions. This …
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The Influence of Social Media Influencers (SMIs) on Consumer Decision Making: A Tourism and Hospitality Perspective
… that wields its increasing influence through social media, social media influencers (SMIs) have continued to grow as a key component of firms’ digital marketing strategies. However, several aspects of SMIs merit attention: their personal characteristics, content features, and how they …