Qualitative study based on 30+ thematic interviews yield insights into influencers as entrepreneurs and influencer agencies as intermediaries. My research suggests that influencers are utilized by media companies in attracting young audiences to their owned media destinations. Influencers in turn benefit from TV exposure, thus, these shared visibility practices are mutually beneficial.
Aikajakso
17 elok. 2023
Tapahtuman otsikko
NordMedia23 Conference: Technological Takeover? Social and Cultural Implications – Promises and Pitfalls