Overview

In an era of social media, influencers wield unprecedented power over global consumer decisions. As digital natives increasingly turn to influencers for guidance, the need for comprehensive research on their impact becomes paramount. Brands, aiming to connect with a precisely targeted audience, must grapple with ethical considerations in this rapidly evolving sphere. Global Perspectives on Social Media Influencers and Strategic Business Communication delves into influencer research and practices, exploring their impact on various industries and sectors. This book dissects the motives and characteristics of social media influencers and navigates the terrain of ethical considerations surrounding their collaboration with businesses and organizations. This book covers influencers' effect on brand loyalty, cultural norms, community building, and their role in business management, advertising, and strategic communication. As businesses increasingly recognize the strategic importance of influencers, ethical decision-making becomes paramount, urging organizations to scrutinize influencers' methods and histories to ensure alignment with brand values. The book dissects the impacts of social media influencers on audience behavior, exploring areas such as brand attitudes, purchase intentions, and the dynamics of parasocial relationships. It examines the nuances of engagement, differentiating between paid endorsements, sponsored content, and pure electronic word-of-mouth while also spotlighting the influence of live streaming on consumer behaviors. Global Perspectives on Social Media Influencers and Strategic Business Communication is a valuable resource for businesses, strategic communicators, marketers, scholars, and anyone seeking a profound understanding of the dynamic world of social media influencers.

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Nicky Chang Bi , Ph.D., is an assistant professor of public relations and advertising of the School of Communication at the University of Nebraska, Omaha, U.S.A. Her research interests include prosocial strategic communication, brand activism, media psychology, and health communication. Her current research explores why and how people engage with social influencers and electronic word-of-mouth communication. She teaches both undergraduate and graduate students and courses including Capstone for Public Relations and Advertising, Strategic Communication, Journalism and Mass Communication Theories, Computer-Mediated Communication, Social Media, and Quantitative Research Methods. Ruonan Zhang received her PhD in media and communication at Bowling Green State University. She is currently an assistant professor at Rollins College, FL, USA. Her research is centered around social media marketing and digital culture, with a specialization in exploring how digital technologies shape human communication, both in advancement and hindrance. Her research has been featured in the Journal of Computer Assisted Learning, the Journal of Research in Interactive Marketing, and Asian Communication Research.

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