Strategic social media influencer communication has become a major topic in strategic
communication. However, despite the growing relevance of this new strategic …

Utilizing social media celebrities as a communication channel has become a strategic
practice for many organizations. By using the concepts of celebrity endorsement and …

Zusammenfassung Social-Media-Influencer wie Bibi, Pamela Reif oder Rezo haben sich zu
relevanten Stakeholdern der strategischen Kommunikation entwickelt. Sie können das …

For decades, product placement and branded content have invaded more entertainment-
oriented media forms; today, the rise of brand journalism (ie native advertising and content …

Hybrid advertising, such as native ads or advertorials, is a vital revenue stream for digital
news media, but is normatively challenging, since it blurs the boundaries between …

From content marketing and corporate publishing to storytelling and brand PR—the
literature contains many examples of hybrid structures in strategic communication in general …

This book seeks to draw a comprehensive picture of influencer collaborations from a
strategic communication perspective. The contributors tackle strategic influencer …

Advertisers' increasing use of embedded advertising formats makes it more difficult for
consumers to identify persuasive intents in advertiser messages. However, only if …

Advertising Literacy. How Can Children and Adolescents Deal with Persuasive Messages in a
Complex Media Environment? Page 1 Page 2 ISSN 1424-3636 www.medienpaed.com …

The social effects of advertising are effects that go beyond the mere attempts to market a
certain product. Advertising is said to exert many such effects. This chapter provides an …