Influencer werden in der öffentlichen Wahrnehmung seit einigen Jahren zunehmend präsenter. Sie sind besonders einflussreiche Social-Media-Nutzer mit hohen Reichweiten und deshalb attraktive Kooperationspartner für Werbung. Die vorliegende Arbeit untersucht Formen der Zusammenarbeit zwischen Influencern und Bibliotheken mit dem Ziel, künftig Hilfestellung zur Einführung erfolgreicher Kooperationen zu bieten. Die Formenvielfalt der Zusammenarbeit wird an konkreten Beispielen aus der bibliothekarischen Praxis dargestellt. Dazu wurden Experteninterviews mit Bibliotheksmitarbeitern und Influencern geführt, die bereits zusammengearbeitet haben. Die Bandbreite reicht von monatlichen Buchempfehlungen einer Influencerin in der Stadtbibliothek Greifswald bis zum etablierten #blogsofa der Stadtbüchereien Düsseldorf. Auch Beispiele aus Buchhandlungen werden einbezogen. Es wird deutlich, dass jede Bibliothek mit Influencern kooperieren kann und je nach individuellen Ressourcen verschiedene Formen möglich sind. In einem Leitfaden für die Praxis werden sechs Schritte erläutert, welche die Einführung erfolgreicher Kooperationen künftig unterstützen können. Angesprochen sind vor allem Social-Media-Beauftragte in Bibliotheken, aber auch das interessierte Fachpublikum. Die Ergebnisse sind für alle Bibliothekstypen relevant, Beispiele mit Öffentlichen Bibliotheken überwiegen jedoch. Ebenso ist die Arbeit für Influencer von Interesse, die eine entsprechende Zusammenarbeit anstreben.

[pt] Durante a pandemia, em que grande parte das pessoas ficou isolada em suas casas, a troca de mensagens por WhatsApp e o uso das mídias sociais foi fundamental para que muitos se mantivessem informados sobre o tema. Nesse cenário, o influenciador digital foi uma figura que contribuiu significativamente para que as mensagens fossem tivessem maior alcance. Assim, eles passaram a contribuir para o debate público e ter um papel político. Nesse sentido, este trabalho busca, por meio de uma análise de redes e também comparando os enquadramentos dos tuítes publicados por influenciadores, políticos e jornais de referência, contribuir para o entendimento de como essas figuras têm ganhado cada vez mais relevância no debate político. / [en] During the pandemic, when most people were isolated in their homes, exchanging messages via WhatsApp and using social media was essential to stay informed. In this scenario, the digital influencer had a significant contribution to ensure that messages had better reach. Thus, they had great participation in the public debate and in the political role. In this sense, this work seeks, through network analysis and comparing the framing of tweets published by influencers, politicians, and newspapers, to contribute to the understanding of how these influencers have gained increasingly more relevance in the political debate.

As an emerging group that wields its increasing influence through social media, social media influencers (SMIs) have continued to grow as a key component of firms’ digital marketing strategies. However, several aspects of SMIs merit attention: their personal characteristics, content features, and how they influence consumers’ decision-making as well as online engagement. By using the stimulus–organism–response (SOR) model together with theories of social connection and social influence, this dissertation reveals the influence of SMIs on consumer behaviors in tourism and hospitality contexts by investigating travel SMIs’ influencing stimuli, mechanisms, and audience responses. Study 1 extracts topics from comments on posts created by two travel SMIs from different cultures; identifies these SMIs’ personal characteristics and content features; and uncovers how travel SMIs wield social connection, value-expressive influence, and informational influence from a cross-cultural perspective. Study 2 includes a pair of sub-studies that quantitatively examine travel SMIs’ marketing effectiveness and unveil associated mechanisms by focusing on social influence theory (i.e., value-expressive and informational influences). Topic modeling, netnographic analysis with social media data, and experimental designs are adopted to achieve all research objectives. Findings extend the understanding of travel SMIs’ influencing processes in consumers’ decision making/online engagement and provide practical implications for applying SMI marketing in tourism and hospitality. / Tourism and Sport

The aim of this study is to examine how two Sunni Muslim social media influencers depict and represent Shia Islam through their YouTube videos. To aid the research two questions were formulated:  1. How are Shia Islam and Shia Muslims represented by Imran Ibn Mansur and Mohammed Hijab? 2. How can these representations be interpreted according to the theory of Othering? To answer the questions and the purpose of this study a qualitative method of argumentative analysis was used. Their display of Shia Islam is examined according to Edward Said’s theory of Othering together with discourse analysis. A table was also used to organize the statements and arguments that were used by the influencers. The interpretations of the influencers’ discourse also studied how it can affect young Muslims’ views on Shia Islam. Their YouTube comments are used to back up the influencers’ claims and argument about Shia Islam. The study shows that Ibn Mansur’s view of Shia Islam is based on the Salafist school of thought, where he believes Shia Muslims are non-Muslims and apostates. Hijab’s view of Shia Islam differs in the sense it is not as extreme as Ibn Mansur but still amplifies the general and questionable view of Shias as being the “Other” foreign and deviant followers of Islam. Their respective view of Shia Islam was widely supported by their viewers, who were sharing strong opinionated statements about the Shias. This study shows that Ibn Mansur’s and Hijab’s views and presentations of Shia Islam and Shia Muslims are very critical, even hostile, which could enhance young Muslims’ view of Shia Islam as an inadequate and unreliable branch of Islam, and in some cases a religion separate from Islam.

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The communication environment in which organizations operate is changing, not least due to the increasing digitalization. With social media platforms growing importance in a professional context, employees can become potent communicators with strategic relevance for organizations. Communication through these Corporate Influencers poses several challenges to organizations, as the established approaches and methods of strategic communication, as discussed in literature, can only partially be applied for this new form of communicators. Due to the novelty of this field there is a significant gap in academic literature. Therefore, this paper aims to explore the challenges connected to the communication of Corporate Influencers from an organizational perspective, moreover, offering first insights into an emerging field in the discipline of strategic communication. To address the research gap, this study pursued an exploratory, hence qualitative approach. Nine semi-structured interviews with experts in the field from nine different companies were conducted and analyzed using the Gioia method. Through this method, the author was able to identify eleven major challenges on different hierarchical levels, arising for organizations in connection to the communication of Corporate Influencers. The analysis suggested a strong interrelation between the singular challenges, presented in form of a dynamic model. By contrasting these papers findings against preexisting literature from the field of strategic communication, and in particular employee advocacy, this thesis concludes that a holistic view is necessary from an organizational perspective. While an adequate corporate culture is the prerequisite for all further efforts, the challenges on a managerial level are of equal importance to those on the employee level, as well as to the challenges surfacing when moving towards the operationalization. While the challenges need to be addressed individually for a successful Corporate Influencer communication, they should at all times be regarded in an overall organizational context.

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Instagram has become a platform where young women spend many hours a day on a daily basis. The app is largely used to publish media content and interact with other people. It is also used to gather inspiration around, among other things, fashion, beauty and interior design. As Instagram has become increasingly popular, it has also become a place for influencers to express their creativity and convey personal content. They are individuals who have a great influence on their audience. Together with companies, they market products and brands that make their followers, often young women, consume similar. Content that young women publish to their surroundings and consumption behavior becomes a large part of their identity creation.   This study is a qualitative study that aims to examine young adult women's identity creation and consumption habits through influencers on Instagram. To find out, two research questions have been studied and answered: How do young adults relate to the commercial intent of influencers' content on Instagram? and What significance do influencers on Instagram have for young adults' identity creation? A total of eight women between the ages of 18-25 were interviewed through a semi-structured interview containing four themes: Instagram, influencers, consumption and identity creation.   The study shows that the young women are aware of the marketing via influencers. Who they choose to follow is reflected in the fact that it is someone they look up to or want to emulate. Content that you want to see is the individual's everyday life in a format that must be genuine. They think that it is too much advertising and often content that creates negative feelings in them. Still, they are affected by it and consume products through discount codes or inspiration they received from influencers that they follow. This contributes to influencers having an influence over young girls' actions and thus identity creation.

• Problemformulering och syfte: Det övergripande syftet med studien är att undersökavarumärket Caia cosmetics kontra delägaren och influencern Bianca Ingrossos krishantering.Eftersom många förknippar varumärket Caia med Bianca Ingrosso så vill vi se hur både Caiaoch Bianca hanterar krisen och om de använder sig av samma strategiska kommunikativainsatser eller inte.Denna studie är intressant ur ett samhällsperspektiv då det nämligen inte skrivits så mycketom influencers egna företags krishantering. Under tiden som vi sökt material har vi då ocksåinsett att detta faller under en så kallad vit fläck i vetenskapen. När det skrivs om influencerskrishantering bedömer vi att det oftare handlar om självständiga varumärken med influencerssom ambassadörer. Frågeställningarna har besvarats utifrån väletablerade teorier och tidigareforskning, detta för att få svar på själva syftet i studien. Studien innefattar teorier så somapologia, SCCT, image repair theory, krishanteringsstrategier, allmänna råd inomkriskommunikation samt tidigare forskning.• Metod och material: Studien bygger på en kvalitativ innehållsanalys med hjälp avkodscheman. För att få svar på studiens frågeställningar har teorier och tidigare forskningkopplats på uttalanden och citat från Caia cosmetic och Bianca Ingrosso. Materialet somanalyseras är 2 artiklar i Aftonbladet, 1 i Expressen, 2 i tidningen Market, 1 från Nyheter24, 1från Resumé och 1 instagramvideo.• Huvudresultat: Resultatet visar vilka strategiska kommunikativa insatser Caia och Biancaanvänder när de svarar på kritiken mot julkalendern. Utöver detta ger studien också svar påvad de största skillnaderna är mellan Caia och Biancas kriskommunikation.

Produktplacering och sponsrat material i sociala medier ökar markant till följd av det digitala landskapets spridning. Det blir allt mer vanligt att blanda kommersiellt innehåll i icke-kommersiella sammanhang, vilket medför förvirring och oro hos konsumenter. Ett exempel på detta är videoplattformstjänsten YouTube. Influencer marketing på YouTube växer för var dag av orsaken att man genom tjänsten kan nå ut till en bredare publik – vilket många företag utnyttjar. Uppsatsen syftar till att bidra med en ökad förståelse för vilka eventuella reaktioner som produktplacering i videoklipp framkallar, eller inte framkallar. Studien undersöker mottagarens attityd till sponsrat material och produktplacering och visar likheter och skillnader mellan producenter och konsumenter. Den undersöker även om konsumenternas reaktioner skiljer sig åt beroende på hur videorna förhåller sig till givna rekommendationer och riktlinjer. Undersökningen har skett genom kvalitativ metod och intervjuer tillsammans med både en konsumentmålgrupp och en producentmålgrupp.Resultatet visar att reaktionerna är många och varierande, de negativa reaktionerna är dock dominerande. Producenternas och konsumenternas åsikter skiljer sig till största del åt och producenterna är mer positivt inställda. Faktorer som varumärkeskännedom, tillit och engagemang har ofta stor betydelse för en framgångsrik marknadsföring genom YouTube.Slutsatsen indikerar att reaktioner så som nyfikenhet, intresse, irritation och avundsjuka är vanliga reaktioner på produktplacering. Konsumenterna tycks också mer positiva till integrerad reklam i videoklipp trots att rekommendationerna talar för det motsatta kring hur de bör framställas. / Product placement and sponsored content through social media is increasing significantly as a result of the digital landscape evolving. It is becoming more common to mix commercial content in non-commercial contexts which leads to confusion and concern amongst consumers. An example of this is the video platform service YouTube. Influencer marketing on YouTube is growing by the day because of the wide audience that companies can can reach out to – thanks to the service. This essay aims to contribute to a better understanding of the possible reactions that product placement in videos provokes or does not provoke. The study examines the viewer’s attitude to sponsored material and product placement and what similarities and differences there is between producers and consumers. It also investigates whether consumer’s responses differ depending on how videos relate to recommendations and guidelines. The survey has been conducted through a qualitative method with interviews in focus along with both a consumer- and a producer target group.The result show that the reactions are numerous and various, but the negative reactions are the dominant. The opinions of producers and consumers differ greatly, as producers are more positive towards product placements. Factors such as brand awareness, trust and dedication are often of great importance for successful marketing through YouTube.The conclusion indicates that reactions such as curiosity, interest, irritation and jealousy are common reactions to product placement. Consumers also seem more positive towards integrated advertising in videos despite the recommendations speak for the opposite.