TITLE

HOW INFLUENCED SHOULD YOU BE BY THE RISING OBSESSION WITH 'SOCIAL INFLUENCERS'?

AUTHOR(S)
DUMENCO, SIMON
PUB. DATE
February 2011
SOURCE
Advertising Age;2/28/2011, Vol. 82 Issue 9, p60
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The author offers opinions on the role of so-called "social influencers," participants in social media who are considered to have special influence on other users of those media, in marketing. Research on the audiences of various members of the microblog service Twitter who discuss various brand name products is cited to support the contention that the importance of "social influencers" is overrated by marketers.
ACCESSION #
58704696

 

Related Articles

  • HOW INFLUENCED SHOULD YOU BE BY THE RISING OBSESSION WITH 'SOCIAL INFLUENCERS'? DUMENCO, SIMON // Advertising Age;2/28/2011, Vol. 82 Issue 9, p60 

    The author offers opinions on the role of so-called "social influencers," participants in social media who are considered to have special influence on other users of those media, in marketing. Research on the audiences of various members of the microblog service Twitter who discuss various brand...

  • The Reasons for Non-Use of Social Networking Websites by University Students. Turan, Zeynep; Tinmaz, Hasan; Goktas, Yuksel // Comunicar;2013, Vol. 21 Issue 41, p137 

    Although social networking websites (SNSs, especially Facebook) have become highly popular with youths, some university students do not want to participate in such sites. This study explores the underlying reasons for high-tech university students' non-use of social networking websites. The...

  • Number crunching: Twitter's limited reach. Klaassen, Abbey // Advertising Age;5/4/2009, Vol. 80 Issue 16, p21 

    The article presents research on the online social network Twitter. Despite its status as a social phenomenon, Twitter is employed by only 10 percent of U.S. Internet users. The network's membership retention rate is lower than that of other online social networks, which poses a considerable...

  • Perceived influence on behavior of user-generated content on social network sites: An empirical application in the hotel sector. Herrero Crespo, Á.; San Martín Gutiérrez, H.; Hernández Mogollón, J. M. // Revista Española de Investigación de Marketing ESIC;Feb2015, Vol. 19 Issue 1, p12 

    This study develops an integrative model to explain the influence on behavior, as perceived by users, of the content posted by other users on social network sites. In particular, empirical research was carried out in the hotel sector, where social network sites are widely used by individuals in...

  • Making More Than A Good Impression. Morrissey, Brian // Adweek;3/23/2009, Vol. 50 Issue 12, p5 

    The article reports that advertising agencies and marketing executives are changing their measurements of advertising effectiveness for Internet advertising presented on Web 2.0 platforms such as online social networks. The changes place more emphasis on the amount of time an individual consumer...

  • Does the Hard Sell Work on Social Nets? Morrissey, Brian // Adweek;11/9/2009, Vol. 50 Issue 40, p8 

    The article reports that research conducted by the advertising agency Performics, which specializes in Internet advertising and marketing, indicates that consumers are more willing to respond to direct marketing presented though online social networks such as Facebook than previously had been...

  • A study of the impact of social media on consumers. Hajli, M. Nick // International Journal of Market Research;2014, Vol. 56 Issue 3, p387 

    Social media have provided new opportunities to consumers to engage in social interaction on the internet. Consumers use social media, such as online communities, to generate content and to network with other users. The study of social media can also identify the advantages to be gained by...

  • How to grow your brand on Facebook. CREAMER, MATTHEW // Advertising Age;5/7/2012, Vol. 83 Issue 19, p8 

    The article examines research conducted by the Internet industry firm Facebook on the use of its online social network of the same name by companies and brand name products for marketing. The main finding of the study that the most effective means of engaging with other users of Facebook was for...

  • SOCIAL MEDIA USAGE AND WORK VALUES: THE EXAMPLE OF FACEBOOK IN TAIWAN. Julia Ying-Chao Lin; Angelina Nhat Hanh Le; Khalil, Shadab; Julian Ming-Sun Cheng // Social Behavior & Personality: an international journal;2012, Vol. 40 Issue 2, p195 

    Social media, especially social networking, are rapidly becoming very popular online activities among people all over the world. The use of online media is causing several workplace-related problems. Therefore, in this study we investigated the associations between social media usage behavior,...

  • From the Blackhand Side: Twitter as a Cultural Conversation. Brock, André // Journal of Broadcasting & Electronic Media;Oct2012, Vol. 56 Issue 4, p529 

    “He can read my writing but he sho can't read my mind.” —Zora Neale Hurston Twitter's combination of brevity, multi-platform access, and feedback mechanisms has enabled it to gain mindshare far out of proportion to its actual user base, including an extraordinary number of...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics