Strategic Communication through Social Media Influencers: Current State of Research and Desiderata

  title={Strategic Communication through Social Media Influencers: Current State of Research and Desiderata},
  author={Gerrit Sundermann and Thorsten Raabe},
  journal={International Journal of Strategic Communication},
  pages={278 - 300}
ABSTRACT This article provides an overview of the current state of research in strategic influencer communication and highlights research desiderata. We conducted a systematic literature review of 39 peer-reviewed articles published between 2011 and 2018. Using Lasswell’s transmission model of communication as an approach to systemize communication acts, we identified, systematized, and synthesized main findings from existing literature. The review reveals a rag rug of fragmented research… Expand
The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers
Abstract This review provides insight into the research on the strategic use of social media influencers. A search in the Scopus database yielded a total of 154 peer-reviewed academic publicationsExpand
The challenge of new gatekeepers for public relations. A comparative analysis of the role of social media influencers for European and Latin American professionals
Abstract Social media influencers (SMIs) have become a primary stakeholder group for communication professionals. However, this phenomenon still lacks a coherent body of theory and significant gapsExpand
Social media influencers' narrative strategies to create eWOM: A theoretical contribution
Six distinct narrative strategies that are different in linking the purpose of eWom, assigning brands with roles in eWOM, representing the meanings associated with brands, and using modes of persuasion to convince consumers to accept these meanings are identified. Expand
How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure
Abstract Social media influencers (SMIs) are increasingly involving in influencer marketing to promote products. However, there are both opportunities and issues with influencer marketing. SMIs’Expand
Social Media Influencers in CSR Endorsement: The Effect of Consumer Mimicry on CSR Behaviors and Consumer Relationships
Corporate social responsibility (CSR) has become a global norm for organizations to observe. In today’s shifting media landscape, social media influencers (SMIs) have become central actors inExpand
Managing strategic influencer communication: A systematic overview on emerging planning, organization, and controlling routines
Abstract Strategic influencer communication is a relatively new domain in communication management. Organizations and their agencies have to adapt existing or even develop new management routines forExpand
The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications
Abstract Influencer marketing appears to be an effective and cost-efficient marketing tool, as it is often not perceived by consumers as advertising and guarantees a wide reach to very engagedExpand
Content marketing strategy of branded YouTube channels
ABSTRACT As content marketing becomes a viable approach to build brands and connect with consumers, this study assessed top brands’ content marketing strategy on branded YouTube channels via contentExpand
Politische Social-Media-Influencer als Meinungsführer?
Im Zuge der Digitalisierung finden große Teile der Meinungsbildung heute in Netzwerken statt, in denen Angebote neuer Kommunikator:innen neben die Berichterstattung professioneller Journalist:innenExpand


Strategic Communication: Defining the Field and its Contribution to Research and Practice
ABSTRACT This article draws on a decade of research in strategic communication and especially on the contributions in this special issue to propose a new and more comprehensive definition ofExpand
The impact of electronic word-of-mouth communication: A literature analysis and integrative model
This study conducted a systematic review of eWOM research and identified key factors related to the major elements of the social communication literature and built an integrative framework explaining the impact of e WOM communication on consumer behavior. Expand
Building effective relations with social media influencers in Singapore
With the increasing clout of social media influencers (SMIs) in influencing public perceptions toward organizations, organizations should consider building relations with SMIs to maximize positiveExpand
Brand communication through digital influencers: Leveraging blogger engagement
A model is proposed which traces the influencer role of bloggers from the two-step flow theory perspective, and is named as the brand communication through digital influencers model. Expand
Strategic Communication as an Emerging Interdisciplinary Paradigm
ABSTRACT This study explores future directions in strategic communication scholarship by examining the emergence of strategic communication through the lens of interdisciplinary science. TheExpand
Show me the money: how bloggers as stakeholders are challenging theories of relationship building in public relations
Conventional ‘normative’ theories of public relations have often centred on relationship building, dialogic theory and two-way communication. Despite these theories dominating much of the academicExpand
The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude
Social media influencers are first explored in the advertising field, particularly to create buzz in the younger markets and further expand social media coverage in businesses. This study is designedExpand
Are social media replacing traditional media in terms of brand equity creation
Purpose - The purpose of this paper is to investigate the relative impact of brand communication on brand equity through social media as compared to traditional media. In a juxtaposition of differentExpand
Hustle and Brand: The Sociotechnical Shaping of Influence
This article considers social knowledge production in the context of influencer marketing, a growing industry in which social media users are ranked according to measures of influence and compensated for promoting products online. Expand
This blog brought to you by … exploring blogger perceptions of a product endorsement policy and reviews
Purpose – The purpose of this paper is to explore how a change to a US policy about product testimonials affected bloggers and to understand bloggers’ perceptions of the organization-bloggerExpand