社交媒体影响者作为商业信息的中介

IF 4.1 Q2 BUSINESS
Heini Vanninen, J. Mero, Eveliina Kantamaa
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引用次数: 4

摘要

社交媒体影响者是当代组织营销策略不可或缺的一部分。尽管对这个话题的兴趣越来越大,但在商业合作期间,组织如何在内容生产中管理和与有影响力的人合作,这方面的知识却很少。利用半结构化访谈和对社交媒体内容的符号学分析,本研究阐明了组织与网红的商业合作的动态,并讨论了网红如何在目的地营销环境中解码并将组织的商业信息传递给他们的追随者。社会现实和商业信息交织在内容叙事中,并由影响者和他们对受众的了解解读为他们在社交媒体环境的符号学和象征性景观中可能意味着什么。因此,影响者对组织商业信息的解释嵌入在社交媒体环境中。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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.
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来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
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.
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