Social media Social media influencers are a hot topic that has been growing more and more in the last 5 years. Children’s digital media (online content) consumption is growing rapidly.19,22 When online, many children use social networking sites23–25; for example, 50% of 8- to 11-year-olds in the United Kingdom report using Instagram, and .80% of 5- to 15-year-olds use YouTube.19 In social media, marketing is typically embedded into engaging and reach their target audiences. A new popular tactic is utilizing an online “celebrity” known as a social media influencer (SMI) in order to distribute information and influence consumers’ perceptions. Brands typically use social media platforms in order to gain visibility in the college aged audience, but new platforms require new strategies. “Social media influencers (SMIs) represent a new type of independent third-party endorser who shape audience attitudes through blogs, tweets, and the use of other social media.” (Freberg, Graham, McGaughey & Freberg, 2011) The market value of a charismatic influencer cannot be … View Homework Help - Influencers.pdf from COM 3200 at Appalachian State University.
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