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Articles 1 - 3 of 3
Full-Text Articles in Public Relations and Advertising
Curating A Consumption Ideology: Platformization And Gun Influencers On Instagram, Jenna M. Drenten Ph.D., Lauren Gurrieri, Aimee Dinnín Huff, Michelle Barnhart
Curating A Consumption Ideology: Platformization And Gun Influencers On Instagram, Jenna M. Drenten Ph.D., Lauren Gurrieri, Aimee Dinnín Huff, Michelle Barnhart
School of Business: Faculty Publications and Other Works
This study explores how a platform enables social media influencers to promulgate a consumption ideology. We show how gun influencers, or “gunfluencers,” use Instagram to link products, activities, and meanings to Second Amendment ideology – a gun-centric belief system in the United States colloquially known as “2A ideology.” Through a qualitative study of 25 Instagram gunfluencers, we identify a process of curating a consumption ideology wherein social media influencers employ four curatorial tactics: glamourizing, demystifying, victimizing, and tribalizing. Findings suggest gunfluencers extend audiences and leverage algorithms to prescribe and model how supporters of 2A ideology should look, act, speak, feel, …
Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital, Gillian Brooks, Jenna Drenten Ph.D., Mikolaj Jan Piskorski
Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital, Gillian Brooks, Jenna Drenten Ph.D., Mikolaj Jan Piskorski
School of Business: Faculty Publications and Other Works
The digital age has given rise to new pathways for everyday individuals to accrue media attention, which can be translated into promotional endeavors. Such sociocultural currency is referred to as celebrity capital, which can be exchanged within the field of advertising through celebrity endorsements. Traditional celebrities acquire celebrity capital through institutional intermediaries such as sport, television, music, and movies. Research is needed to understand the unique process by which social media influencers (SMIs) acquire celebrity capital. We draw on interviews with 40 global advertising industry practitioners and influencers to better understand how influencers acquire celebrity capital in a saturated media …
Native Advertising: A Close Look At An Emerging Advertising Unit, David Kamerer
Native Advertising: A Close Look At An Emerging Advertising Unit, David Kamerer
School of Communication: Faculty Publications and Other Works
This study is a content analysis of a random sample of in-feed native ads, as curated by the Sharethrough Native Advertising Leaderboard. A native ad is paid content that looks like organic content and is served in the same feed. Native ads can earn premium CPMs for publishers, while giving advertisers a “lean in” format that online readers may actually enjoy. What are these native ads like? They utilized a mixture of assets including text (almost all), photos (an average of five), videos (almost half had one or more), interactive elements (20 percent) and GIFs. Only 75 percent of ads …