{"title":"社交媒体影响者作为商业信息的中介","authors":"Heini Vanninen, J. Mero, Eveliina Kantamaa","doi":"10.1080/15332861.2022.2096399","DOIUrl":null,"url":null,"abstract":"Abstract Social media influencers are integral to contemporary organizations’ marketing strategies. Despite growing interest in the topic, there is scant knowledge of how organizations manage and collaborate with influencers in their content production during commercial collaborations. Drawing on semi-structured interviews and a semiotic analysis of social media content, this study elucidates the dynamics of organizations’ commercial collaborations with influencers and discusses how influencers decode and transmit organizations’ commercial messages to their followers in the destination marketing context. Social reality and commercial messages are enmeshed in the content narrative and interpreted by the influencer and their knowledge of their audience into what they could mean and become in the semiotic and symbolic landscapes of social media environments. Thus, an influencer’s interpretation of organization’s commercial messages is embedded in the social media environment.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.1000,"publicationDate":"2022-07-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":"{\"title\":\"Social Media Influencers as Mediators of Commercial Messages\",\"authors\":\"Heini Vanninen, J. Mero, Eveliina Kantamaa\",\"doi\":\"10.1080/15332861.2022.2096399\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Abstract Social media influencers are integral to contemporary organizations’ marketing strategies. Despite growing interest in the topic, there is scant knowledge of how organizations manage and collaborate with influencers in their content production during commercial collaborations. Drawing on semi-structured interviews and a semiotic analysis of social media content, this study elucidates the dynamics of organizations’ commercial collaborations with influencers and discusses how influencers decode and transmit organizations’ commercial messages to their followers in the destination marketing context. Social reality and commercial messages are enmeshed in the content narrative and interpreted by the influencer and their knowledge of their audience into what they could mean and become in the semiotic and symbolic landscapes of social media environments. Thus, an influencer’s interpretation of organization’s commercial messages is embedded in the social media environment.\",\"PeriodicalId\":46488,\"journal\":{\"name\":\"Journal of Internet Commerce\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.1000,\"publicationDate\":\"2022-07-10\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"4\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Internet Commerce\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/15332861.2022.2096399\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Internet Commerce","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332861.2022.2096399","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Social Media Influencers as Mediators of Commercial Messages
Abstract Social media influencers are integral to contemporary organizations’ marketing strategies. Despite growing interest in the topic, there is scant knowledge of how organizations manage and collaborate with influencers in their content production during commercial collaborations. Drawing on semi-structured interviews and a semiotic analysis of social media content, this study elucidates the dynamics of organizations’ commercial collaborations with influencers and discusses how influencers decode and transmit organizations’ commercial messages to their followers in the destination marketing context. Social reality and commercial messages are enmeshed in the content narrative and interpreted by the influencer and their knowledge of their audience into what they could mean and become in the semiotic and symbolic landscapes of social media environments. Thus, an influencer’s interpretation of organization’s commercial messages is embedded in the social media environment.
期刊介绍:
The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.