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Commercialism, audience intimacy and brand credibility in fashion blogging
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies. Jönköping University, Jönköping International Business School, JIBS, Media Management and Transformation Centre (MMTC). Jönköping University, Jönköping International Business School, JIBS, Business Administration.ORCID iD: 0000-0002-0301-9765
University of Western Australia.
2015 (English)Conference paper, Abstract (Refereed)
Abstract [en]

The new "liquid" media environment involves a range of new professions, practices and practitioners. 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-28125OAI: oai:DiVA.org:hj-28125DiVA: diva2:859586
Conference
COMMUNICATIVE DEMOCRACY.PROTECTING, PROMOTING AND DEVELOPING FREE SPEECH IN THE DIGITAL ERA, UNIVERSITY OF GOTHENBURG, OCTOBER 6-7 2015
Available from: 2015-10-07 Created: 2015-10-07 Last updated: 2015-12-17Bibliographically approved

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Citation style
  • apa
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