Influencers

Throughout time, the concept of celebrity has evolved to include new forms of fame created with each new technology. In today's increasingly digital world, we are witnessing the explosive growth of this generation's new idols who owe their fame to social media and are better known as social media influencers. A number of terms are used to refer to all forms of fame on social media and even certain terms are often used interchangeably (micro-celebrity, instafamous, internet famous or influencer are some of these terms). A lack of consensus on terminology and the characteristics that define a social media celebrity or even who should be considered a social media influencer or a digital celebrity of any sort is widespread amongst both scholars and practitioners. This study reviews landmark scholarship on celebrities that will help get a better understanding of the dynamics behind the creation of fame, how attention is captured and sustained, as well as the practices that make monetization possible for social media content creators. A comprehensive hierarchical classification of the different types of social media influencers is provided with updated definitions and characteristics to give a better understanding of the growing range of digital content creators and their status. Furthermore, this study discusses the practices carried out by successful social media influencers and what sets them apart from ordinary fame-seekers in the context of scholar studies.

This study focuses on the events surrounding the rise and fall of the infamous pop culture event known as “Fyre Festival.” The festival, which was hosted by a team of first-time festival organizers and promoted by a large number of social media influencers, ended in disaster when festival goers were stranded on an island in the Bahamas without proper access to food, water and shelter. The event was widely discussed on social media and resulted in the Fyre company to close. The results can be used to apply a new perspective on marketing, public relations, technology, the tourism industry and more. A timeline, background information, evaluation and key takeaways are included in this study. The use of Salesforce's Marketing Cloud Social Studio social listening technology was deployed to analyze the level of social buzz surrounding this event from start to finish. Information was pooled from more than 624,000 social media postings to analyze Fyre Festival’s timeline with social medi...

Tahun  2015  Perserikatan  Bangsa-Bangsa  (PBB)  mendeklarasikan  program Suitanable Development  Goals  (SDGs) atau  Tujuan  Pembangunan  yang  Berkelanjutan  (TKB). Indonesia  sebagai  salah  satu  Negara  yang  tergabung  sebagai  anggota  PBB  turut  serta melakukan kegiatan-kegiatan yang akan  mendukung pencapaian SDGs tersebut. Sebagai upaya untuk menyukseskan pembangunan berkelanjutan, diperlukan sumber daya manusia yang  siap  untuk  melaksanakannya.  Indonesia  akan  mendapatkan  bonus  demografi  pada tahun 2020-2030 yang didominasi digital native. Momentum bonus demografi yang terjadi di  Indonesia  perlu  dimanfaatkan  dengan  sebaik  mungkin  agar  dapat  mendukung pencaiapan  Tujuan  Pembangunan  Berkelanjutan.  Akan  tetapi,  seringkali  pembangunan tidak diindahkan oleh sumber daya manusia yang menerimanya. Tujuan dalam penelitian ini  yaitu  mendeskripsikan  peran  pustakawan  sebagai influenceruntuk  mendidik  sumber daya  manusia  indonesia  untuk  mencapai  Tujuan  Pembangunan  Berkelanjutan.  Metode penelitian  yang  digunakan  adalah  riset  pustaka.  Hasil  penelitian  menunjukkan  bahwa pustakawan  sebagai influencermerupakan  sebuah  inovasi  baru  yang  potensial  untuk mendidik sumber daya manusia. Caranya yaitu dengan meningkatkan literasi informasi dan pemahaman  nilai TPB dalam bentuk  kemas ulang informasi menggunakan  media sosial. Sehingga  pustakawan  sebagai influencer dapat  mendidik  sumber  daya  masyarakat Indonesia khususnya digital native agar mencapai Tujuan Pembangunan Berkelanjutan.

La creación del internet y los desorbitados cambios que ha producido en nuestra sociedad me ha hecho preguntarme como las empresas pueden aprovecharse de estos cambios. A lo largo de este artículo hablaremos del marketing tradicional y nos introduciremos al Marketing Digital de Redes Sociales. Desde el estudio de estrategias de Marketing como el Marketing de Influencers o el Marketing de Redes Sociales. Para conocer en su totalidad cada una de las estrategias tenemos que conocer las redes sociales más importantes, Tik Tok, Instagram, Youtube, Facebook y Twitter. Desarrollaremos una estrategia para desenvolvernos en Twitter y Youtube, con estos conocimientos básicos podremos diferenciarnos de nuestra competencia y ganar terreno como empresas. Con este artículo entenderemos que permanecer en Redes Sociales es esencial sobrevivir en este nuevo modelo.

Marketing as a field has increased exponentially over the past few years. With social media growth, various businesses and organizations have started looking out for new ways to promote their product or services. Influencer marketing seems to be the latest trend in advertising. Influencers are ordinary individuals who have amassed large followings by demonstrating expertise in various niches on social media sites. This research paper aims to examine the attitude and awareness of young Indian adults between the ages of 18 to 25 regarding influencer marketing. Through that, to find out the influence influencers have on the purchasing decisions among the target group.
We used a quantitative research method in this study and researched it with the help of an internet questionnaire. We aim to find out 1) How aware is the target group about influencer marketing 2) How does the target group perceive influencer marketing on social media and how it affects their buying decision 3) What are the various buying factors involved when taking suggestions from an influencer. The study's findings reveal that the target group is aware of influencer marketing, and they find it useful while making a product buying decision. It also increases the awareness of a product among the consumers. Trust and credibility are important factors while making the purchase based on the recommendation of the Influencer. It can be reasoned that influencer marketing plays an essential role among the target audience. Successful influencer marketing involves identifying the correct type of Influencer who has built a good reputation in a particular niche, and has excellent engagements with the audience.
Keywords: influencer marketing, social media, young Indian adults

Raúl Álvarez Genes (Auronplay). Raúl Álvarez Genes, más conocido como Auronplay, nació el cinco de noviembre de mil novecientos ochenta y ocho (1988), en Badalona, ciudad en la que sigue viviendo hasta ahora. Raúl empezó a participar en Youtube desde muy jovencito. Es uno de los primeros Youtubers españoles. Antes incluso de que el término Youtuber fuera conocido. Empezó subiendo algún vídeo por eso de si ellos pueden yo también, que tenían ya bastante señas de lo que sería Auronplay hoy en día. Trabajó en una empresa de artes gráficas durante nueve años. En este tiempo, pasaría a dejar su relación con Youtube en standby, hasta que se dio cuenta de que algo estaba cambiando y se avecinaba el término Youtuber en España. En el año dos mil doce (2012) se subió al carro de nuevo y retomó su canal con más ganas que nunca, tanto, que llegó un momento en el que tuvo que decidir si continuar con su empleo o dedicarse ya de lleno al mundo de Internet y optó por lo segundo. Bingo. Los números y los éxitos no tardaron en llegar, y él a su estilo… Si, porque los Youtubers también tienen un estilo propio que los identifica y por sus propias palabras, no porque lo diga yo; el de Auron es el estilo cutre. Según aumentaba su alcance mediático tuvo que ir variando ligeramente el contenido de sus vídeos, pasando de vídeo críticas, en las que atacaba más directamente al autor, a analizar detenidamente las maravillas que nos aporta el mundo de Internet. Aunque el Festival de Tomordorland es ya todo un clásico, Aurum tiene vídeos incluso más visitados, llegando a los quince millones de visualizaciones en algunos, incluso lanzando al estrellato indirectamente a alguna que otra persona. Guiño guiño. Su retranca tan característica que ha servido para subirse a los escenarios con su amigo Wish Michu en los shows de Youplanet e incluso ha publicado un libro hace poco. Tiene muy claro que quiere dedicarse al mundo del espectáculo y se está labrando un gran camino, trabajando duro. Nos vemos sobre las tablas Aurum. Tus casi veintisiete millones de seguidores te están esperando. manuelverdugo.com

This chapter reviews key themes that have emerged across scholarship on social media and political activism, focusing on Twitter in particular. This body of work looks at Twitter as a platform in terms of how it works and whether it offers much for the needs of activists. It looks at its potential to give voice to those formerly excluded by traditional top-down monolithic media and the extent to which this can increase citizen engagement, civic debate and democratic processes. The chapter also highlights concerns as to how social media can foster more restricted levels of debate, which may be rather insular and driven by influencers. And finally, it raises the need to question what it means when we give such platforms and the logics and forms of communication such a central role in how we run our societies.

Set against the backdrop of an increasingly precarious society brought upon by often intersecting, multiple and historically entrenched crises, content creators have begun into innovative branding strategies for visibility, engagement, and profit making in highly saturated online environments.  Multiple online platforms have been populated with snappy, playful, informative, and emotionally charged contents that often frame care and support as authentic and potentially within reach. Digital screens turn into an agora of visibilising and witnessing the micro-mobility of individuals, groups and institutions that send aid to struggling individuals or groups. In this provocation, drawing on some insights from my collaborative book project about the brokerage of social transaction on YouTube in the Philippines, I further interrogate the politics of content creation in an attention economy by deploying a critical and postcolonial perspective on how online contents visibilise and capitalise on the spectacle of care, which orchestration tends to appeal to a wider public that navigates everyday precarity due to institutional neglect and shortcomings. Building on the works by Gajjala (2013) and Nakamura (2013), my analysis also on the representations and practices of ‘caring for others’ by postcolonial subjects – as expats settling in neo-colonial Philippines – also problematises how the subaltern or marginalised are mapped out in online and capitalist spaces through a colonial gaze. Importantly, I define care practices as caring for others (Tronto & Fisher, 1990), which I reflect upon as residues in the ruins of neoliberal globalisation, such as the commodification of migrant bodies in a transnational household (Parreñas, 2001) or poor individuals in television shows (Pertierra, 2018). In online spaces, caring for others by those in power appropriate a ‘benevolent strategy’ to incorporate the ‘other’ in digital spaces. Individuals in digital spaces are considered ‘vital infrastructures’ of a platformed society (Tadiar, 2016) that enable the flow of care, through material and immaterial forms. Yet, care provision reinforces the capitalist structures and colonialist gaze, turning digital surplus into data and profit making.  This paradoxical condition is enabled through what I call ‘postcolonial baiting’ or the glossing over of affective contents with colonialist fantasies. Ultimately, this presentation sheds light on the need to take an expansive and critical perspective on investigating content creation especially at a time when the dreamwork of capitalist and colonialist systems has become decentralised, personalised, and repackaged as collective care.

Influencer marketing has become a powerful channel for brand promotion and market expansion in the hospitality industry. However, those responsible for implementing influencer marketing campaigns are susceptible to the “myth of viewability” and rely on the Cost Per View (CPV) evaluation metric, rather than the more appropriate Cost Per Action (CPA). The current research explores the aforementioned myth from a hospitality management perspective by identifying the types of image (or photo) which attract more audience commentary or liking. A qualitative research approach is adopted involving two experiments with influencer pairs across the restaurant context in Taipei, Taiwan. We selected influencers Q and S as our manipulated group. In sharing images on their social media platform, it was found that they make greater use of personal than of food related images. The opposite was the case for the controlled group - influencers X and A – who shared more food than personal images. The researchers tracked viewer responses and then actions towards influencer postings to determine (a) which influencer approach draws more views and (b) the costs that are attributable to views and/or actions. They drew upon the findings to formulate an Owner-Influencer Matrix, a strategic planning tool and framework that helps owners and influencers to optimize influencer marketing. It is concluded that interactions between influencers and business owners should be beneficial to both parties. This empirical study may provide business owners and social media influencers with insights about communicating the respective brand values of their counterparts and designing sponsorship collaborations with a capacity to generate the desired consumer responses.

Besides the fact that digital games represent currently the most popular entertaining media in the world, firstly they are products, which have to utilize marketing communication to be able to succeed on the market among the extensive competition. Digital games' commercials have been through considerable development since the very first games and, nowadays, most advertising practices including various celebrities are applied to this field as well. The study focuses on an examination of celebrity endorsement within audiovisual commercials for digital games with the aim to determine the impact of celebrity endorsement on the perception of commercials by gamers.

Resumen. Las recomendaciones de productos y servicios en Instagram por parte de influencers se han convertido en una práctica publicitaria generalizada. El 68% de los usuarios españoles de redes sociales sigue a influencers, por lo que las marcas ven en ellos un canal valioso para prescribirse y ganar consumidores. No obstante, este tipo de prácticas se realizan al amparo de un vacío legal que podría perjudicar los derechos de los usuarios. Se analizan 750 publicaciones de los 25 influencers de moda más relevantes en España para comprobar cuántas de ellas se presentan como publicidad y no como opiniones personales. Los resultados evidencian la utilización de estas técnicas de recomendación como publicidad ilícita o engañosa, lo que exige un marco regulador legal y concienciación de los órganos de autorregulación y de las propias redes para suplir estas lagunas y garantizar la calidad de la comunicación entre marcas y públicos.

Palabras clave. Instagram; Influencers; Publicidad; Publicidad ilícita; Regulación.

Technological advances cause continuous changes in every aspect of life as well as changes in everything people follow, consumption habits, expectations and life experiences. With the transition of computer systems to Web 2 after Web 1, social media emerged and soon reached a significant number of users in the world. In this context, developing technology has introduced humanity to artificial intelligence and has revolutionized the world. The development of robot technologies has brought many inquiries. The situation has become even more understandable, especially with the gradual introduction of robots into people's lives. In this study, the robot Miquela Sousa, which is called the social media phenomenon in Instagram, which is a social media tool, is focused on the representations of robots. In this study, the effects of the emergence of robots with the Sousa example on the world have been tried by using the Simulation and Simulacra point of view expressed by Jean Baudrillard. This research aims to understand the positions of robots in the world and their future situations. According to the results of the study; In social media, which is seen as a simulation environment, it is predicted that robot influencers will increase over time and robots will be seen as a human.

The people of the global village , which McLuhan depicted in his book
nearly half a century ago, meet another new every day, via social media.
In such an era, in which experiences and expertise continue getting older
every moment, humankind has been captivated by a peed factor. In such
an environment, speed and new have become interlaced, day-by-day,
and the generational difference between digital immigrants and digital
residents is becoming greater. The individual growing up in this
environment is seen as being surrendered to the new social order, shaped
by social media. The social media that we experience in all parts of life
allows us to adjust all the usual information according to its operation. First,
fame broke away from its traditional meaning. Social media, such as
television, connected us to the highest class stars, and created them by
recognizing their reputation. The individuals who had fame in the new
media, from literature to art, were defined as part of a phenomenon , as
having micro fame and they formed a new generation of occupational
literature. In this context, the history of development of fame and star in
social media has been examined, and the meaning of the historical
development of fame is touched on.

; más conocido en los mundos de Internet como Luisito Comunica, es un Youtuber mexicano. Nació el veinte de marzo de mil novecientos noventa y uno (1991) y es originario de la Ciudad de Puebla. Desde pequeño supo que lo suyo sería el mundo de la imagen y desde que tuvo su primera cámara con unos doce años, no dejó nunca de grabar. Luis comenzó a hacer contenidos para Internet para presentar una materia de la Licenciatura de Comunicación que cursaba. Así podría mostrar lo aprendido durante su paso por la Universidad, BUAP (Benemérita Universidad Autónoma de Puebla). Durante un tiempo trabajó como profesor en una preparatoria en Puebla. Aprovechaba sus ratos libres para hacer contenido y subirlo a Youtube, pero sin demasiado éxito. Luis tocaba el piano desde niño y tenía un canal llamado Piano para gente cool, donde hacía tutoriales. Un día un amigo le ofreció trabajo en una productora editando vídeos. Luisito decidió aceptar la oferta y se mudó a Ciudad de México (antes México D. F.). Una vez en la capital, entró más en contacto con la comunidad Youtuber mexicana (Youtubers como; Yayo Gutiérrez, Pepe problemas, DeBrayanShow, AlexxxStrecci, Jux, entre otros), y al ver que la gente vivía gracias a Youtube, pensó que eso también podría ser su futuro. Decidió enfocarse y esforzarse en crear cada vez más contenido de la mejor calidad posible. Así; en abril de dos mil doce (2012), abrió su canal Luisito Comunica. Publicó su primer vídeo en mayo del mismo año. Un vídeo de entrevistas sobre los talentos ocultos que tienen los viandantes. El nombre del canal, viene de que su familia y amigos le llaman Luisito cariñosamente y lo de Comunica viene de la lección de la Universidad de que todo comunica y como lo suyo es comunicar… En sus vídeos encontramos todo tipo de contenido aleatorio, sin una temática fija y con un estilo cambiante. Luis intenta subir lo que a él le gustaría ver en Youtube; vídeos de humor, entrevistas de calles, situaciones del día a día, vídeos de comparaciones de modos de vida, sus eventos, sus viajes… y todo contado desde una forma muy amena. Con mucho ritmo y buena edición. En su canal cuenta al momento de este artículo con novecientos noventa y dos (992) vídeos subidos y con casi treinta y seis millones de suscriptores. Durante un tiempo compatibilizó Youtube con su trabajo de editor, pero como le pasó a la mayoría de Youtubers, con el aumento de suscriptores decidió dejarlo. manuelverdugo.com

The objective of this research was to explore how a group of influencers LGTBI+ constructed their sexual identity and explore their gender expression on social media, thus this research used a qualitative methodology with case study for the participant’s selection and grounded theory for the analysis of the six semi-structured interviews. Hence, the influencers had reported that their coming out process was before their exposure on social media, this gave them enough confidence to express their sexual identity freely. In addition to, the exhibition on the media prompted a series of social responses both negative and positive, affecting the many ways in which they express their gender, further they obtain assertion on their sexual identities and resilience in order to face the virtual harassment against them. In short, their followers, their inner experiences, they way they understand their role as influencers and the social responses happens to shape their gender expression. Likewise, their identities in social media are perceived as an alter ego or a character laid by the constant dialogue with their followers and their own personalities, in many cases this character showed opposites characteristics to their own identities, nonetheless, not only it wasn't perceived as a negative quality but it was also seen as an empowerment of their personalities that helped them to face discrimination in their social context and in their virtual environment.

Su presencia tiene historia, no son una novedad, las Fake News forman parte de la comunicación informativa de las sociedades, integran círculos de comunicación presentes en las diferentes plataformas, con un solo objetivo: la expansión y la desinformación. Son noticias falsas insertas en la propaganda de actores sociales, empresariales y políticos, que buscan a través del desinterés ciudadano, alcances mediáticos y posicionamiento discursivo.
El presente proyecto de investigación tiene como base el análisis de las Fake News desde el ámbito político, considerando el cercano proceso electoral 2018, en el caso específico de Puebla, México, lugar donde se centra la revisión metodológica y estadística de este proyecto. La selección de la temporalidad electoral, parte del alcance que, en los recientes procesos electorales, han tenido las Fake News.

Asumiendo su papel de líderes periodísticos, más allá del medio tradicional, este ensayo analiza la trasmedialidad de los llamados líderes de opinión en Puebla, el cómo han estructurado el mensaje informativo al entorno comunicacional de las redes sociales, en específico, en una red líder del ámbito informativo: Twitter.

Les réseaux socionumériques (RS) ont transformé le rapport des femmes enceintes et nouvellement mères à l’alimentation des nourrissons. Ces dernières investissent ces plateformes (Facebook, Instagram, Twitter) pour obtenir et échanger de l’information ou du soutien, partager leurs expériences et s’engager socialement, notamment sur l’alimentation des nourrissons (allaitement et préparation). Les RS peuvent ainsi s’appréhender comme les dépositaires de voix diverses, qui s’expriment de multiples façons (textes, images, vidéos), aux intensités variables. Notre analyse des voix porte sur les réactions des utilisatrices sur Facebook et Instagram (740 commentaires) à la suite de la publication d’un billet de blogue rédigé par une influenceuse québécoise en partenariat avec une entreprise qui commercialise des préparations pour nourrissons. Dans un contexte où l’allaitement est recommandé par les autorités de santé publique québécoises, comment ce type de partenariat est-il accueilli? Quelles sont les voix qui émergent? Comment les voix de ces femmes s’entrecroisent-elles, se répondent/s’opposent/s’unissent-elles? De notre corpus émergent trois types de voix, celles du « mécontentement ou de la contestation », de « l’expérience » et de l’ « approbation ». En conclusion, nous suggérons que les voix des femmes, indépendamment de la méthode d’alimentation pour nourrisson utilisée, devraient être entendues et faire l’objet d’une plus grande attention de la part des autorités de santé publique de façon à protéger leur bien-être physique et émotionnel.

Throughout time, the concept of celebrity has evolved to include new forms of fame created with each new technology. In today's increasingly digital world, we are witnessing the explosive growth of this generation's new idols who owe their fame to social media and are better known as social media influencers. A number of terms are used to refer to all forms of fame on social media and even certain terms are often used interchangeably (micro-celebrity, instafamous, internet famous or influencer are some of these terms). A lack of consensus on terminology and the characteristics that define a social media celebrity or even who should be considered a social media influencer or a digital celebrity of any sort is widespread amongst both scholars and practitioners. This study reviews landmark scholarship on celebrities that will help get a better understanding of the dynamics behind the creation of fame, how attention is captured and sustained, as well as the practices that make monetization possible for social media content creators. A comprehensive hierarchical classification of the different types of social media influencers is provided with updated definitions and characteristics to give a better understanding of the growing range of digital content creators and their status. Furthermore, this study discusses the practices carried out by successful social media influencers and what sets them apart from ordinary fame-seekers in the context of scholar studies.

The role of Influencer marketing as an emerging marketing form can never be over-emphasize whereby a business is conducted through platforms of social networks such as Twitter, Instagram, WhatsApp, Facebook and many other social media tools as a carrier for social sharing about products or vendors to persuade interest in a product, thus increasing the rate of purchase intention of the customers. Presently, Social Media Influencers (SMIs) are gaining popularity globally, due to their credibility, persuasiveness and professionalism impact on purchase intention of consumers. This review examines customers' engagement and evaluation of products via SMIs on Instagram as well as the role played by SMIs in influencing buyers purchasing decisions. Interestingly, this review establishes a unique feature of Instagram about products that make Instagram a significant evaluation tool for customers searching for additional information about new products. Thus, within a very short period, it’s common for ordinary people on Instagram to become influencers and celebrities. Lastly, implications and recommendations for future research associated with SMIs’ impact on purchase intentions of Instagram users using Instagram.

Este capítulo discute a noção de influenciador digital: formadores
de opinião, blogueiras de moda, youtubers, influenciadores do
Instagram e do Snapchat que têm redefinido as práticas e dinâmicas
dos mercados contemporâneos ao se consolidarem como figuras
de destaque no ambiente digital. Este artigo explica 1) como o
influenciador conquista esse status; como constrói reputação e
fideliza seus públicos e 2) como os regimes de visibilidade da
sociedade contemporânea sustentam esse influenciador que não
apenas produz conteúdo, mas também transforma a sua própria
imagem em mercadoria. Além disso, o capítulo mostra alguns
exemplos e expõe como esse influenciador está inserido na cadeia
comercial de produtos e na comunicação de marcas contemporâneas.

The essay focuses on the phenomenon of fashion blogging and influencing, and analyses how the work of digital influencers affects the production and circulation of fashion imaginary. The aim of the contribution is twofold. Firstly, to show the institutionalisation of fashion blogging and influencing through a "fight and rule" strategy: trying to maintain, at least rhetorically, the appeal of the outsider voice born from below, bloggers and influencers are now a structural component of the communicative processes that link brands and consumers. Secondly, to identify the contribution of fashion blogging and influencing to the construction/deconstruction of the contemporary fashion imaginary. The article develops a case study, that of the most successful Italian digital influencer: Chiara Ferragni, author of The Blonde Salad, who counts more than 24 million followers on Instagram (September 2021). The initial phase of Ferragni's "career" (2009-2016) is reconstructed. The categories of "fashion imaginary" and "alternative media" are used to understand to what extent the dominant fraction of bloggers, represented by the influencer Ferragni, was (and is) able to feed the contemporary fashion imaginary with alternative narratives.

Purpose:
This paper explored relational repair strategies of YouTube influencers and their viewers. Based on a co-constructed perspective, both apologies and viewer reactions were analyzed.

Methodology:
The paper was organized into three studies: 1) two cases; 2) four commentary videos: and, 3) 120 comments. According to relevance to the study, six methods were utilized.

Findings:
For the first case, the apology was dominated by the pseudo-apology strategy and offender-driven sequencing. The former deals with what was said; while, the latter embraces how the apology was constructed. Although he attempted to apply the apology strategy, it was also based on pseudo-apology elements. By prioritizing his needs to cast himself as a victimized offender, he neglected the aggrieved parties. Both the commentary videos and viewer comments negatively perceived the apology. In the second case, she blended apology and pseudo-apology strategies, with the latter employed more extensively. Her apology prominently featured a context-driven sequencing that detailed the circumstances. The negative perceptions of both sample groups indicate her apology was insincere.

Research Implications:
It is notable that commentary videos have not previously been examined in socially mediated crisis communication research. Because the in-depth reactions play a significant role in YouTube, they warrant further analysis. To capture nuances in the complexities of apologies and reactions, a multi-method design encompassing both what is said and how it is constructed will benefit future research.

Ce mémoire s’intéresse aux communautés de youtubeurs qui produisent des contenus humoristiques dans le but de promouvoir un artiste ou un groupe de K-Pop.
L'approche netnographique (Kozinets, 2010) a permis d'aborder l’expérience des abonnés lorsqu’ils consomment et s’approprient des contenus humoristiques, ainsi que d’observer la dynamique relationnelle en cause. Pendant six mois, la recherche s’est concentrée sur l’observation participante au sein de quatre communautés de youtubeurs, lesquelles sont dispersées sous trois plateformes : YouTube, Instagram et Twitter. De plus, des entrevues individuelles (Arsel, 2017 ; McCracken, 1988) auprès de 13 utilisateurs ont permis de valider les résultats préalablement obtenus.

Les résultats de la recherche démontrent comment l’utilisation de l’humour dans le contexte de communautés de fans permet de créer de la valeur pour une marque, ici, un groupe de musique populaire coréenne. D’une part, les contenus humoristiques, lesquels sont facilement consommables, contribuent à promouvoir les artistes. D’autre part, le fan crack enrichit l’image d’une marque en offrant des contenus autrement indisponibles et en stabilisant les perceptions négatives. Quant aux pratiques observées, elles témoignent de l’utilisation de l’humour dans une perspective activiste et positive. De plus, l’étude met en lumière l’expérience et l’implication des abonnés, en précisant comment l’appropriation des contenus par ces derniers contribue à créer de la valeur. Les résultats témoignent également de l’influence de l’humour sur la structure hiérarchique d’une communauté.

Mots clés : abonnés, appropriation, communauté, contribution, fans, humour, hiérarchie, pratiques, producteurs de contenus, valeur, youtubeurs

Este trabalho objetiva identificar o poder de influência da influenciadora
digital Maju Trindade no comportamento de compra de seus seguidores no Instagram. A popularização das redes sociais online e a ascensão de
influenciadores digitais têm demandado uma renovação nas formas de se fazer comunicação publicitária e mercadológica, cujas novas estratégias e práticas são importantes de serem compreendidas. Teoricamente, abordamos o comportamento do consumidor na era pós-digital e o funcionamento e a relevância do Instagram no processo de motivação de consumo, com destaque para o papel de influenciadores
digitais. Metodologicamente, elaboramos um questionário online, respondido por seguidores de Maju com o intuito de investigarmos suas motivações, as razões por que a seguem e de qual forma as publicações de Maju estimulam a compra de produtos e serviços recomendados. Com os dados coletados, percebemos que Maju,
apesar de ter um público engajado que confia em suas indicações, aparece mais como catalisadora da ação de compra do que como a principal e direta fonte de influência de consumo.

Based on a series of semi-structured interviews with twenty-six UK based fashion bloggers  the chapter draws on Lazarrato’s notion of immaterial labour to interrogate fashion blogging, and uses the case of fashion blogging to illuminate the nature of immaterial labour. This notion helps to think through the forces bloggers have to negotiate to legitimate as well as to invent their practice. In particular, and after having discussed the idea of the discursive construction of blogging, the chapter looks at the strategies bloggers develop to negotiate the ideals of trust and authenticity central to the logic of blogging. In doing so it also engages with the notion of free labour and elaborates on the issue of bloggers’ relation to brands, as well as on the ideas of commodification and monetization. It argues that blogging must be seen as a continuum between hobbyists and pro-bloggers that muddies the distinction between hobby and work.

This study examines how video blogs (vlogs) influence consumer perceptions of luxury brands. Using social comparison theory, this study proposes a model that assesses the influence of physical attractiveness, social attractiveness on luxury brand perceptions (i.e., brand luxury, luxury brand value, and brand-user-imagery fit) and luxury brand purchase intentions. Using comparing pre-and post-luxury perceptions, finds luxury brand perceptions were significantly increased after watching vlog and increases were moderated by viewers with the vlogger. investigated vlog effects on luxury brand perceptions and purchase intentions using between-subject design. Results show that luxury brand perceptions and purchase intentions for the experimental groups, who watched vlogs reviewing luxury products, were higher than the control group, who did not watch the vlog. Overall, the findings generally support the viewer as a brand management tool and the use of YouTube for positive perceptions of luxury brands.

This study aimed to present the conceptual framework of the effects of social media influencers on the consumer perception on brand image and also investigate how influencers' image transfer to the brands. The research framework is developed with consumer learning process and network associative theory. The propositions are developed and presented in the paper.

Dijitalleşme ve internetin artan kullanımı nedeniyle, giderek daha fazla insan birbirleriyle iletişim kurmak için sosyal medyayı kullanmaktadır. Günümüzde 3,6 milyardan fazla kişi tarafından kullanılan sosyal medyanın popülerliği, işletmeleri ürün ve hizmetlerini tanıtmak için bu platformlarda etkili fikir liderleriyle iş birliğine yöneltmektedir. Influencer pazarlama, bir markanın mesajını daha büyük kitlelere ulaştırmak için belirli bir hedef kitle üzerinde etkisi olan bireyleri kullanmaya odaklanan bir pazarlama türüdür. İşletmeler, bilgileri, konumları ve ilişkileri nedeniyle başkalarının satın alma kararını etkileyebilen kişiler olan influencer'lar ile ürün yerleştirme, marka onayları ve içerik oluşturma için çalışabilmektedir. Influencer pazarlama işletmelere, yüksek yatırım getirisi, marka farkındalığı ve satışları arttırma, potansiyel müşterileri elde etme, ürün ve hizmetlerini daha geniş kitlelere duyurabilme ve sosyal medya katılımını arttırma gibi önemli avantajlar sunabilmektedir. Influencer pazarlama, dünya çapında işletmelerin gün geçtikçe daha fazla ilgisini çekmekte ve influencer pazarlama stratejisini pazarlama seçeneklerinin önemli bir parçası olarak görmelerine neden olmaktadır. Bu çalışma, influencer pazarlama ile ilgili geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma, influencer pazarlama stratejilerinden de bahsederek ilgili kararları alırken işletme yöneticilerine ve pazarlamacılara yardımcı olmayı amaçlamaktadır.

Due to digitization and the increasing use of the internet, more and more people are using social media to communicate with each other. The popularity of social media, used by more than 3.6 billion people today leads businesses to collaborate with influential opinion leaders on these platforms to promote their products and services. Influencer marketing is a type of marketing that focuses on using individuals who have an influence on a specific target audience to convey a brand's message to larger audiences. Businesses can work for product placement, brand approvals and content creation with influencers, who can influence the purchasing decision of others due to their knowledge, location and relationships. Influencer marketing can offer businesses significant advantages such as high return on investment, increased brand awareness and sales, getting potential customers, promoting their products and services to a wider audience and increasing social media engagement. Influencer marketing is attracting more and more attention of businesses around the world, causing them to see the influencer marketing strategy as an important part of their marketing options. This study focuses on creating a broad conceptual framework for influencer marketing. In addition, the study aims to help business managers and marketers while making relevant decisions by mentioning influencer marketing strategies.

The multifaceted nature of Digital media has transformed it into a multifunctional vehicle with a juggernaut force that has facilitated the rise of new opportunities for the 21st-century youth. The past years in the digital age can be seen as the reign of the modern-day opinion leaders-'The Influencers' that have transformed and commercialized the digital and new media space into business and marketing tool. This study was formulated to study the effect of Influencer content on young adults and the degree to which it influences their vocational aspirations towards careers in Social Media. The study was administered to 104 regular consumers of Instagram content between the ages of 16-25 years of age. The methodology adopted was a qualitatively quantitative one. A confluence of explicit quantifiable questions along with Likert's Scale was administered using Online Google forms facilitated by original content and posts by 5 leading Indian Influencers. The analysis of the data directs us to the consensus that the respondents are attracted to the various attractive aspects that weave the fabric of the vocation, which is Influencing but when it comes to actually taking action they show no propensity towards a career in social media.

Fitness influencers have become the most used advertising resource by the fitness industry to generate brand credibility through Instagram; social network that has established itself as the most convenient showcase to promote a healthy lifestyle based on exercise and balanced eating. The objective of this research was to identify the role that fitness influencers play in building brand credibility for young men, beginners or intermediate in some fitness discipline, through distorted imaginary of healthy life on Instagram. The methodology used for this study was qualitative, exploratory type. The results revealed that fitness influencers act as facilitators of brand credibility despite promoting a social imaginary where having a low percentage of body fat and a prominent muscle mass, driven by the abuse of synthetic substances, is a reflection of leading a healthy life.

El presente artículo analiza desde un punto de vista jurídico tres manifestaciones publicitarias encubiertas en las plataformas digitales
de Internet. En primer lugar, se estudian las evaluaciones fraudulentas en las plataformas, que no responden a opiniones de verdaderos
usuarios, sino a los esfuerzos publicitarios de un agente del mercado. En segundo lugar, se aborda la publicidad a través del testimonio o
la opinión de prescriptores o líderes de opinión, conocidos coloquialmente como influencers. Finalmente, se analiza la presentación sesgada de contenido editorial con el fin de influir en las
decisiones de consumo de los usuarios de una plataforma. El análisis de estas nuevas formas de publicidad de dudosa legitimidad es precedido
de una breve aproximación a los conceptos de autenticidad publicitaria y publicidad encubierta.

Since its beginnings in the middle of the 19th century, fashion has been narrated through multiple media, both visual and verbal, and for such different purposes as marketing and advertising, art, costume history, social research and cultural dissemination. In this light, fashion has represented an important piece of material culture in modern industrial urban societies and in postcolonial and non-western contexts. Today, we are witnessing a turn in this imaginary as issues related to social, environmental and cultural sustainability come to predominate in many areas of human activity.
The book addresses this challenge. By facilitating encounters between disciplines and cultures, it explores a multitude of fashion issues, practices and views that feed the contemporary fashion imaginary: local cultures, linguistic codes, TV series, movies, magazines, ads, blogs, bodily practices. The book deals with a paramount issue for fashion studies: how do the production and circulation of fashion imaginary come about in the 21st century?

Resumen. Introducción. El presente trabajo analiza nuevos nichos laborales desempeñados por mujeres a través de las nuevas tecnologías y las redes sociales. Objetivos. Partiendo del término influencer, se trata de acotar, en primer lugar, quiénes son; en segundo lugar, revisar los estudios previos sobre la profesión. Con posterioridad, se analizan las posiciones feministas respecto a la instrumentalización del cuerpo, agrupándolas en dos conjuntos, a saber: feminismo hegemónico y feminismo disidente o feminismo pro sexo. Se resumen también los principales estudios sobre influencers que concretan sus perfiles y los temas que tratan en sus colaboraciones, así como su habilidad comunicativa y la transmisión,-o node de estereotipos de género. Metodología. A partir de una selección de las catorce influencers de moda con más alcance en España y los contenidos que publican, tratamos de entender, de un lado, si se reproducen modelos tradicionales de feminidad y, de otro, si estas profesiones realmente empoderan a las mujeres, las cosifican o si se producen ambos fenómenos de manera simultánea. Resultados. Los resultados muestran que, en la muestra seleccionada, todas las mujeres se corresponden con el "ideal de belleza" occidental. Conclusiones y discusión. Además, la "mirada masculina" se encuentra presente en los post, a través de la frecuente sexualización de las imágenes, pese a que sus lectoras sean, en su mayoría, mujeres.

Nowadays, the community of the YouTubers is getting bigger as well as there are many people, especially the young generation who aspires to be one, considering it as a career path. Hence, to widen the knowledge about them, the researchers focused on the lived experiences of YouTubers on and off camera as well as on their experiences in YouTube industry. This study aims to determine the challenges of being a YouTuber, on how do YouTubers deal with those challenges as well as their reasons in choosing vlogging instead of a professional job.

An in-depth interview was conducted to the seven YouTubers having at least 7 000 subscribers using an aide memoir with 26 open-ended questions. Subsequently, this research generated six master themes including behind the scene process, struggles in time allocation, psychosocial struggles, YouTubers’ personal consequences, following proper management, and gratification. Therefore, YouTubers follow different comprehensive processes due to selfresponsibility and social-responsibility as they present themselves on their vlogs influencing other people. Wherein self-responsibility refers on how YouTubers deal with the challenges they are facing while social-responsibility pertains on what content they are going to publish considering the perspectives of the other people. 


Keywords: youtube, youtuber, subscribers, vlog, business, influencer, social media

In un mondo in cui il digitale è cibo quotidiano per le nostre menti e non mancano figure come gli influencer, individui che sono in grado di influenzare le scelte di acquisto di più persone con le loro competenze sociali e comunicative, non sono esenti coloro che parlano di libri e che influiscono sui dati di vendita delle maggiori o minori case editrici.
Questa tesi vuole essere un’analisi dell’evoluzione (e rivoluzione) di bookblogger e booktuber.
Si vuole analizzare innanzitutto le funzioni delle varie piattaforme e social tra cui Facebook che diventa importante per la condivisione di contenuti, siano essi articoli o video e Instagram, in cui un’ottima preparazione del set con in primo piano il libro e una buona fotografia sono le principali abilità di un bookstagrammer, in più le nuove funzionalità come le Storie e i Live Video danno accesso a maggior contenuti.
Tante persone sono partite da un blog o da un canale Youtube scrivendo o parlando della propria passione, Il Sole 24Ore ha voluto stilare una Top Ten di chi ha trasformato la propria passione in un trampolino di lancio, attraverso il digitale il mondo dell’editoria si fa sempre più vicino.

Celebrities have never been as reachable as in social media; a comprehensive,
global platform, not bounded with time and space. The rise of social media with web 2.0 was a natural consequence of the evolving technologies that enabled the users to ‘write back into the text’ and become an active producer of content for the web.Today, literally anyone can become famous in an instant with one well designed viral. This technical potentiality of the web also embraces the risk of unexpected profanity, desecration and public humiliation for both the prosumer who also has an ‘influencer’ potential in the online world and the celebrity as the influencer. Since the beginning of mass media, famous people faced societal demands which mostly lasted in loss
of their privacy, and ‘tolerated’ immorality. However today, with the advances in technology and the internet, they share these attributes with their ‘infamous’ followers; who also have the chance to become celebrities overnight as a return of their prosumer identities. At these cyber times, as the ‘authority’ aspect of Cialdini’s persuasion techniques is re-shaping, the challenges which will be brought along with
it may constitute a significant shift in advertising. Jhally and Livant (1986:124), state that in times of New Media, consumers work by watching advertisements and are compensated for this work with content and services. This analysis inevitably challenges the common perception of social media platforms to be regarded as ‘freebies’. Andrejevic,(2002:230), adds another dimension to the previously mentioned statement and argues that new media technologies profit by encouraging consumers to perform the work of being watched. At this point, some questions come to mind:Which challenges will advertisers face in regards to using celebrities for selling products when the ‘watcher’ and ‘the watched one’are the same? How will the shift in ‘authority’ (from know-how to experience) change the celebrity influence in advertising? These questions will be analysed by using content and discourse analysis in this study.

Social media influence travel and tourism in many ways, and it is therefore natural to assume they also play a role in overtourism. This chapter systematically analyzes the nature of social media and their resulting impacts on a number of tourism-related phenomena of relevance to the overtourism issue. Specifically, it highlights the role of social media as information sources, persuasive technologies, social forums, perceptual frames, panoptic forces and political means. It then illustrates how social media fuel the desire to travel and encourage particular travel behaviors. It also outlines the great potential of social media in helping combat overtourism and their critical support of overtourism as a social movement.
Keywords: social media; overtourism; social media activism; social movement; travel photography; online travel information search; selfies; travel influencers

Dijital teknolojilerinde yaşanan gelişmeler, beraberinde pazarlama ve reklam faaliyetlerinin de değişimine neden olmaktadır. Markalar bu bağlamda hedef kitleleri ile olan iletişimlerini hızlı ve etkileşimli bir şekilde gerçekleştirebilmek için yaşanan gelişmeleri yakından takip etme ihtiyacı duymaktadır. Dijital gelişmelere ek olarak sosyal medyanın yaygınlaşması, marka ile tüketici arasındaki iletişime yeni kavramlar kazandırmıştır. “Bir bütün olarak hedef pazardan ziyade belirli kilit kişilere odaklanılan bir pazarlama biçimi” şeklinde tanımlanan dijital pazarlama içinde Influencer’ların yeri, ağızdan ağıza pazarlama noktasında önem kazanmaktadır. Çünkü artık tüketiciler, bir şirketten gelen sponsorlu bir gönderi yerine  güvenilen bir arkadaştan veya kişiden gelen bir mesajı daha olumlu karşılamakta, algı ve tutumunu ona göre şekillendirmektedir. Bu nedenle Influencer Marketing (Etkileyici Pazarlama), tüketicileri ile etkili iletişim kurmak isteyen markalar için önemli bir pazarlama ve reklam aracı konumuna gelmiştir.
Dijital teknolojide yaşanan gelişim Influencer Marketing içindeki etkisini, Influencer’ların da sanal hale gelmesi ile göstermektedir. Yeni nesil çalışmalarda kendini bilgisayar ortamında tasarlanan karakterler olarak gösteren Sanal Influencer’lar, gerek takipçi sayıları gerekse reklam işbirlikleri ile dikkat çekmektedir. Bu doğrultuda, çalışmanın kapsamında Influencer Marketing kavramı ve yaşadığı dönüşüm literatür çerçevesinde ele alınmış, Sanal Influencer’lar arasında Instagram’daki en yüksek takipçi sayısına sahip olan Lil Miquela’nın Calvin Klein ile yapmış olduğu reklam kampanyası örneğinde kavram detaylandırılmıştır.

Altar Yavuz, O. & Yılmaz, M. (2019). Dijital Reklamcılığın Kurgu Yüzleri: Sanal Influencer'lar. Dijital Reklamcılık Bize Ne Anlatır?. Mehmet Yakın (Ed.) İstanbul: Urzeni. 179-242

This article explores how and why Starbucks engages online influencers to popularize their products. By looking at Starbucks’s corporate communications and the way they deal with journalists, we’ll get an idea of why and how influencer marketing works for the company. To conclude, we will go deeper into the meaning of media-texts about Starbucks. What is it that Starbucks is really selling? What’s the essence of what bloggers and vloggers are drawn to at Starbucks?