IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-030-86680-8_12.html
   My bibliography  Save this book chapter

The Relevance of Social Media and Corporate Influencers as Potential Change Agents in Corporate Communications

In: Media and Change Management

Author

Listed:
  • Julia Durau

    (Alpen-Adria Universität Klagenfurt)

Abstract

Social media influencers have developed into a new form of endorsers for brands and companies. Successful social media influencers represent effective brand endorsers for internal and external corporate communications who have the ability to shape and change their followers’ behaviors with their content. Thus, social media influencers might be considered as change agents who are able to effectively communicate change processes to their followers. This chapter discusses the role of social media influencers and influencer marketing in corporate communications. First, recent influencer marketing research findings are presented. Second, current issues in social media influencer effectiveness research are outlined. The chapter concludes with directions for future research.

Suggested Citation

  • Julia Durau, 2022. "The Relevance of Social Media and Corporate Influencers as Potential Change Agents in Corporate Communications," Springer Books, in: Matthias Karmasin & Sandra Diehl & Isabell Koinig (ed.), Media and Change Management, chapter 0, pages 211-229, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-86680-8_12
    DOI: 10.1007/978-3-030-86680-8_12
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rudeloff, Christian & Damms, Julius, 2022. "Entrepreneurs as influencers: the impact of parasocial interactions on communication outcomes," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-030-86680-8_12. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.