Search results for "somevaikuttajat"
showing 7 items of 7 documents
‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing
2020
This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing. peerReviewed
Understanding the Strategies and Practices of Facebook Microcelebrities for Engaging in Sociopolitical Discourses
2022
In this paper, we study popular microcelebrities from the Global South to understand their strategies and practices on Facebook. Unlike traditional celebrities who gain their reputation through different types of physical performance, these microcelebrities attain their status by presenting themselves in a favorable way to their online followers. We conducted interviews with 19 microcelebrities from Bangladesh and analyzed our data using actor-network theory (ANT) and Goffman’s dramaturgical analysis (DA) of human interaction. We discuss the complex socio-technical ecosystem of the microcelebrity and the roles of non-human actors, such as platforms and local internet infrastructure along wi…
Hybridi mediatila löi korville sekä pääministeriä että somevaikuttajia
2022
Pääministeri Sanna Marinin vapaa-ajan vietosta ja tanssivideoista noussut kohu on vyörynyt eteenpäin sekä perinteisessä että sosiaalisessa mediassa. Kohun etenemistä selittää teoria hybridistä mediatilasta, jossa erilaiset toimijat, sisällöt, alustat ja vaikuttimet kietoutuvat toisiinsa ja ruokkivat toisiaan — välillä myös varsin epämiellyttävin seurauksin. nonPeerReviewed
The Process of Selecting Influencers for Marketing Purposes in an Organisation
2023
Influencer marketing practices are growing on social media channels, while the usage of other mass-media channels is decreasing, prompting organisations to search for new tools with which to communicate efficiently with their target audiences. Influencers can affect purchase intentions if the audience identifies with them. For a successful collaboration with an influencer, an organisation needs to ensure that the brand fit is suitable, as the audience will become suspicious if the paid collaboration is too apparent. In addition, an organisation can ask an influencer to perform many roles during the collaboration. The objectives of this study, therefore, are to discover how organisations ens…
The Role of Social Media Influencers in Public Health Communication: Case COVID-19 Pandemic
2022
During public health crises, public organizations face a variety of strategic communication challenges, and the outbreak of the COVID-19 pandemic in 2020 is an extreme example. In Finland, the Prime Minister’s Office initiated a communication campaign that utilized social media influencers to communicate timely instructions regarding the pandemic. However, it is uncertain how social media influencers adapt to briefings of public organizations given that they typically work with brands that align with their own interests and expertise, which rarely is epidemiology. We use the two-step flow of communication model and social influence theory to analyze research data that consisted of 96 Instag…
Somevaikuttajat koronaviestinnässä : Faktaa koronasta -kampanjan analyysia
2021
Somevaikuttajat kutsuttiin mukaan valtioneuvoston koronaviestintään keväällä 2020. Vaikuttajien somepostausten ja seuraajien kommenttien analysointi kielii siitä, että Suomessa elettiin vielä pandemian alkutaipaleella yhtenäisyyden aikaa. nonPeerReviewed
Conquering the liminal space : Strategic social media influencer communication in the Finnish public sector during the COVID-19 pandemic
2022
Public sector organisations have traditionally used mass media and their own communication channels to communicate urgent matters to citizens. However, the COVID-19 pandemic has forced these organisations to look for new communication approaches. In Finland, several public-sector organisations collaborated with social media influencers (SMIs) to maximise their efforts in communicating about the measures needed to constrain the spread of the virus. Using a multiple-case study design, this chapter scrutinises four public-sector organisations and their collaboration with SMIs during the pandemic in 2020. We found that public organisations turned to SMIs through influencer marketing and influen…