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The Influencer’s dilemma: The shaping of new brand professions between credibility and commerce
University of Western Australia.
Jönköping University, Jönköping International Business School, JIBS, Media Management and Transformation Centre. Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.ORCID iD: 0000-0002-0301-9765
2015 (English)Conference paper, Published paper (Refereed)
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.

Place, publisher, year, edition, pages
2015.
National Category
Social Anthropology Media and Communications Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-27812Local ID: HLKMKVIS, IHHMMTCISOAI: oai:DiVA.org:hj-27812DiVA: diva2:850033
Conference
AEJMC 2015, Annual Conference, San Fransisco, CA, August 6-9
Available from: 2015-08-31 Created: 2015-08-31 Last updated: 2015-10-12Bibliographically approved

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CiteExportLink to record
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  • apa
  • harvard1
  • ieee
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