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News credibility studies have been around since radio and television began competing with the newspaper industry for consumers' attention. However, at this time, the news industry is experiencing a shift in medium as the Internet is quickly becoming the predominant source by which many get their news. Due to the free and independent nature of the Internet and the rise of blogging as a source by which people get news and information, audience perception of what constitutes a credible source needed to be examined. This study took the dimensions of news credibility that have been set in previous studies and compared them against an individual?s news blog use to see if there was any change in what was important in measuring credibility. Through these comparisons, the measure that was used in previous studies did not seem deep enough and did not produce the expected outcome. Barely touching on each dimension, this study calls for individual studies on each dimension that would provide a better look at how credibility is perceived by news blog users.
This book represents an attempt to fully review the phenomenon of the blogosphere. The intention is to provide a reliable guide to understanding and analyzing the world of the unimaginable number of diverse blogs, each consisting of innumerable posts, which in their entirety form the blogosphere. We go on to answer the questions of how to grasp the complexity of the blogosphere and extract useful knowledge from it. In setting out to write this book, our central aim was to increase the reader’s awareness and understanding of the blogosphere phenomenon, including its structure and characteristics. This can be achieved through a better understanding of individual blogs and their particular technical characteristics, as well as a deeper knowledge of how a single blog is embedded and interconnected within the entire blogosphere. The shape and form of the blogosphere can be described using the analogy of different continents. In our description the defining features and characteristics of the continents are illustrated by paradigmatic example blogs. Following on from the structural analysis we provide details of the available methods and describe the complex challenge of automatically retrieving information from the abundance of data contained in the blogosphere. Finally, we present our blog search platform, called BLOGINTELLIGENCE and describe all the tools and features we have developed during the last couple of years to explore the blogosphere.
This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities. Influencers – those who can impact a brand’s marketing and advertising strategies as well as build brand communities – are making extensive use of the new digital and traditional communications platforms. Influencers offer brands the ability to deliver the “right” communication and marketing messages to a specific target audience. Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select the right influencers and measure their success, the dark side of influencer marketing, and the legal and ethical framework. With contributions from authors across the globe, each chapter is also accompanied by an in- depth case study – from the Kardashians to Joe Wicks – that demonstrates how the theory translates to practice. Influencer Marketing is important reading for advanced, postgraduate and executive education students of Marketing, Digital Marketing, Marketing Communications, Brand Management and Public Relations. With its accessible style and practical content, it is also highly valuable for Marketing Communications, Branding and PR specialists.
This collection of original essays addresses a number of questions seeking to increase our understanding of the role of blogs in the contemporary media landscape. It takes a provocative look at how blogs are reshaping culture, media, and politics while offering multiple theoretical perspectives and methodological approaches to the study. Americans are increasingly turning to blogs for news, information, and entertainment. But what is the content of blogs? Who writes them? What is the consequence of the population’s growing dependence on blogs for political information? What are the effects of blogging? Do readers trust blogs as credible sources of information? The volume includes quantitative and qualitative studies of the blogosphere, its contents, its authors, and its networked connections. The readers of blogs are another focus of the collection: how are blog readers different from the rest of the population? What consequences do blogs have for the lives of everyday people? Finally, the book explores the ramifications of the blog phenomenon on the future of traditional media: television, newspapers, and radio.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
The difficulties in determining the quality of information on the Internet--in particular, the implications of wide access and questionable credibility for youth and learning. Today we have access to an almost inconceivably vast amount of information, from sources that are increasingly portable, accessible, and interactive. The Internet and the explosion of digital media content have made more information available from more sources to more people than at any other time in human history. This brings an infinite number of opportunities for learning, social connection, and entertainment. But at the same time, the origin of information, its quality, and its veracity are often difficult to assess. This volume addresses the issue of credibility--the objective and subjective components that make information believable--in the contemporary media environment. The contributors look particularly at youth audiences and experiences, considering the implications of wide access and the questionable credibility of information for youth and learning. They discuss such topics as the credibility of health information online, how to teach credibility assessment, and public policy solutions. Much research has been done on credibility and new media, but little of it focuses on users younger than college students. Digital Media, Youth, and Credibility fills this gap in the literature. Contributors Matthew S. Eastin, Gunther Eysenbach, Brian Hilligoss, Frances Jacobson Harris, R. David Lankes, Soo Young Rieh, S. Shyam Sundar, Fred W. Weingarten
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This book seeks to draw a comprehensive picture of influencer collaborations from a strategic communication perspective. The contributors tackle strategic influencer communication from multidisciplinary perspectives, from varying actor foci, and from different methodological frameworks and methods. Influencers cross traditional boundaries in many ways and oscillate between intimacy and publicity, authenticity and commercialization, ingratiation and critical distance. From a strategic communication perspective, this variability makes influencers hard to capture: organizations can cooperate with influencers to achieve both marketing and PR objectives. Influencers can act as cooperation partners, integrating commercial content into organic narratives, or as independent critics. Influencers also combine different roles that have traditionally been occupied by separate actors such as intermediary, content distributor, creative content producer, community manager, testimonial, strategic counsellor, and event host. The combination of these roles in just one actor opens new opportunities for strategic communication and can produce appreciated synergy effects. It is therefore hardly surprising that influencer collaborations have become a firmly established instrument in the toolbox of strategic communicators. The chapters in this book were originally published in the International Journal of Advertising and the International Journal of Strategic Communication.