A Philosophy of Communication of Social Media Influencer Marketing

The Banality of the Social

Kati E. Sudnick (Autor)

Buch | Hardcover

202 Seiten

2023
Lexington Books/Fortress Academic (Verlag)
978-1-6669-2078-9 (ISBN)

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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.

Kati E. Sudnick is assistant professor of communication studies at the University of North Carolina Wilmington.

Acknowledgments

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

Erscheinungsdatum	23.11.2023
Reihe/Serie	Integrated Marketing Communication
Sprache	englisch
Maße	158 x 237 mm
Gewicht	490 g
Themenwelt	Geisteswissenschaften ► Sprach- / Literaturwissenschaft ► Sprachwissenschaft
	Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-6669-2078-9 / 1666920789
ISBN-13	978-1-6669-2078-9 / 9781666920789
Zustand	Neuware