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

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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.

Keywords

  • Social media influencer
  • Influencer marketing
  • Advertising effectiveness
  • Source credibility
  • Advertising disclosure
  • Change agents

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Fig. 12.1
Fig. 12.2
Fig. 12.3
Fig. 12.4

Notes

  1. 1.

    Kay et al. (2020) define micro-influencers as influencers with a smaller number of followers (1000–100,000 followers) and macro-influencers as influencers with a larger number of followers (100,0000–one million followers). See also Sect. 12.3.1.

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Durau, J. (2022). The Relevance of Social Media and Corporate Influencers as Potential Change Agents in Corporate Communications. In: Karmasin, M., Diehl, S., Koinig, I. (eds) Media and Change Management. Springer, Cham. https://doi.org/10.1007/978-3-030-86680-8_12

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