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dc.contributor.authorVanninen, Heini
dc.contributor.authorMero, Joel
dc.contributor.authorKantamaa, Eveliina
dc.date.accessioned2022-11-23T07:56:24Z
dc.date.available2022-11-23T07:56:24Z
dc.date.issued2022
dc.identifier.citationVanninen, H., Mero, J., & Kantamaa, E. (2022). Social Media Influencers as Mediators of Commercial Messages. <i>Journal of Internet Commerce</i>, <i>Early online</i>. <a href="https://doi.org/10.1080/15332861.2022.2096399" target="_blank">https://doi.org/10.1080/15332861.2022.2096399</a>
dc.identifier.otherCONVID_148906175
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/84046
dc.description.abstractSocial 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.en
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherRoutledge, Taylor & Francis
dc.relation.ispartofseriesJournal of Internet Commerce
dc.rightsCC BY-NC-ND 4.0
dc.subject.otherinfluencer marketing
dc.subject.othersocial media
dc.subject.otheropinion leadership
dc.subject.othertwo-step communication flow theory
dc.titleSocial Media Influencers as Mediators of Commercial Messages
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-202211235324
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.description.reviewstatuspeerReviewed
dc.relation.issn1533-2861
dc.relation.volumeEarly online
dc.type.versionacceptedVersion
dc.rights.copyright© 2022 Taylor & Francis Group, LLC
dc.rights.accesslevelembargoedAccessfi
dc.subject.ysososiaalinen media
dc.subject.ysovaikuttajamarkkinointi
dc.subject.ysodigitaalinen markkinointi
dc.subject.ysomarkkinointi
dc.subject.ysomielipidejohtajat
dc.subject.ysovaikuttaminen
dc.subject.ysoverkkoviestintä
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p20774
jyx.subject.urihttp://www.yso.fi/onto/yso/p39096
jyx.subject.urihttp://www.yso.fi/onto/yso/p23942
jyx.subject.urihttp://www.yso.fi/onto/yso/p5878
jyx.subject.urihttp://www.yso.fi/onto/yso/p6649
jyx.subject.urihttp://www.yso.fi/onto/yso/p1657
jyx.subject.urihttp://www.yso.fi/onto/yso/p14112
dc.rights.urlhttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.relation.doi10.1080/15332861.2022.2096399


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CC BY-NC-ND 4.0
Except where otherwise noted, this item's license is described as CC BY-NC-ND 4.0