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The Influencer’s dilemma: The shaping of new brand professions between credibility and commerce
University of Western Australia.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Media, Management and Transformation Centre (MMTC). Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi. Högskolan i Jönköping, Högskolan för lärande och kommunikation, HLK, Medie- och kommunikationsvetenskap.ORCID-id: 0000-0002-0301-9765
2015 (engelsk)Konferansepaper, Publicerat paper (Fagfellevurdert)
Abstract [en]

The new "liquid" media environment involves a range of new professions, practices and practitioners (Deuze 2011). Based on a rich ethnographic study containing personal interviews and participant observation, this paper looks at semi-professional Influencers in the social media marketing industry and asks how these new branding professions and their practices emerge and institutionalize. Specifically, the material draws on data collected between 2011 and 2015 among women Influencers in the ‘lifestyle’ genre in Singapore who advertise products and services in the industry verticals of Fashion, Beauty, and Electronic goods on blogs, Twitter, and Instagram.

sted, utgiver, år, opplag, sider
2015.
HSV kategori
Identifikatorer
URN: urn:nbn:se:hj:diva-27812Lokal ID: HLKMKVIS, IHHMMTCISOAI: oai:DiVA.org:hj-27812DiVA, id: diva2:850033
Konferanse
AEJMC 2015, Annual Conference, San Fransisco, CA, August 6-9
Tilgjengelig fra: 2015-08-31 Laget: 2015-08-31 Sist oppdatert: 2015-10-12bibliografisk kontrollert

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