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Good Morning Canada

Good Morning Canada

Wednesday at 9 AM Pacific

September 16th 2020: The rise of the “influencer”- Reviewing the model of authenticity around which social media is built

The unparalleled growth of social media platforms over the past decade has led to the rise of the “Influencer” within the marketing industry. They are public figures used by brands and marketing agencies to engage with target groups to gain social influence and build brand loyalty. We review the origins which gave rise to the influencer industry from a cultural perspective highlighting its complex and often checkered past. We examine how the meaning of social influence is constructed, not just as a series of events but as a commercial entity with economic value. How do marketers interpret th

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https://www.voiceamerica.com/show/3969/good-morning-canada 23/09/2020 09:00 23/09/2020 10:00 Good Morning Canada https://www.voiceamerica.com/show/3969/good-morning-canada The unparalleled growth of social media platforms over the past decade has led to the rise of the “Influencer” within the marketing industry. They are public figures used by brands and marketing agencies to engage with target groups to gain social influence and build brand loyalty. We review the origins which gave rise to the influencer industry from a cultural perspective highlighting its complex and often checkered past. We examine how the meaning of social influence is constructed, not just as a series of events but as a commercial entity with economic value. How do marketers interpret the meaning of influence? and how do they project its commercial value across a socially charged digital world? We examine how social influence has become an economic asset, using the idea of “authenticity” as an analytic tool. In the digital era, authenticity is becoming difficult to define because the meaning of trust and influence as cultural ideals have become distorted due to rising consumerism. VoiceAmerica | Talk Radio | Online Talk Radio studio@voiceamerica.com false DD/MM/YYYY Add to Calendar
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