A Philosophy of Communication of Social Media Influencer Marketing: The Banality of the Social

Social media influencer marketing is a new form of celebrity endorsement in which the Internet-famous create word-of-mouth marketing for brands and organizations on their personal social media pages. This book explores social media influencer marketing through the lens of philosophy of communication with a praxis-centered approach, utilizing theoretical touchstones such as Christopher Laschs narcissistic culture, Marshall McLuhans global village, Daniel Boorstins human pseudo-event, Jacques Elluls propaganda, and the interplay between charismatic leadership and parasocial relationships. It applies these concepts to three major case studies surrounding Audible, BetterHelp, and Fyre Festival, drawing implications and conclusions for this integrated marketing communication tactic in an era entrenched within the banality of the social. The author argues for a more aware and conscientious public when engaging with influencers online.

Format: Hardback
Length: 202 pages
Publication date: 28 November 2023
Publisher: Lexington Books

Social media influencer marketing has emerged as a novel form of celebrity endorsement in the Web 2.0 era, where internet-famous individuals leverage their personal social media platforms to create word-of-mouth marketing for brands and organizations. This marketing strategy blurs the line between organic and sponsored content, as influencers seamlessly integrate promotional messages into their content. This book delves into the realm of social media influencer marketing through the lens of philosophy of communication, adopting a praxis-centered approach. Kati E. Sudnick employs a diverse range of theoretical frameworks, including Christopher Lasch's notion of narcissistic culture, Marshall McLuhan's concept of the global village, Daniel Boorstin's notion of human pseudo-events, Jacques Ellul's propaganda, and the interplay between charismatic leadership and parasocial relationships. By examining the consequences surrounding Hannah Arendt's social condition, which finds hyper-expression in social media influencer marketing, Sudnick offers insights into the ethical and societal implications of this marketing tactic. Through three comprehensive case studies involving Audible, BetterHelp, and Fyre Festival, the author draws conclusions and implications for social media influencer marketing in the modern era characterized by the banality of social media. Ultimately, Sudnick advocates for a more mindful and ethical engagement with influencers online, appealing to scholars of communication, philosophy, and media studies.

Weight: 490g
Dimension: 237 x 158 x 23 (mm)
ISBN-13: 9781666920789