[ecrea] cfp - Social Media Influencer in Strategic Communication: Special issue in the International Journal of Strategic Communication

Social Media Influencers in Strategic Communication

Special Issueof the Journal of Strategic Communication (No. 4/2019)

Guest editor: Nils S. Borchers (Leipzig University)

Call for Proposals: Deadline September 30, 2018

Cooperating with social media influencers has become a widely popular 
practice in strategic communication. Social media influencers can be 
defined as internet users that have established a relevant number of 
relationships with and influence on their followers through content 
production, content distribution and interaction on the social web. 
According to communication departments and agencies, influencer 
marketing and influencer relations are both effective and efficient. 
This is mainly related to the authenticity and credibility of 
influencers, their wide reach in attractive and contested publics (e.g., 
teenagers and young adults for consumer communication; decision-makers 
in niche communities in Business-to-Business communication), multiple 
opportunities for storytelling, and an appropriation of the social media 
competencies of influencers.

Despite the relevance that influencer communication has recently gained 
in strategic communication, academic research has been slow to catch up. 
Little is known about specific practices of influencer communication, 
its challenges and opportunities and how it is organized within 
organizational contexts. Several studies, however, shed light on these 
issues from the perspective of organizations and influencers. Others 
have taken a more critical position. This special issue of the 
International Journal of Strategic Communication will advance the body 
of knowledge in the field by addressing key questions from different 
perspectives. To do so, we seek in-depth investigations from multiple 
disciplines and sub-disciplines.

Topics of interest include, but are not limited to:

·conceptual and theoretical approaches for analyzing, integrating and 
interpreting social media influencers in strategic communication;

·managing social media influencer campaigns and programs;

·establishing relations to social media influencers and building 
influencer databases;

·strategic aspects of relationships between organizations and social 
media influencers;

·integration of influencer communication in paid, earned, shared and 
owned media programs;

·institutionalization processes in organizations;

·the role of influencer marketing agencies as intermediary between 
client and influencer;

·measurement and evaluation of influencer communication;

·effects and efficiency of social media influencer campaigns;

·strategic communication and self-branding of social media influencers 
to position themselves and cooperate with organizations;

·commercial content production strategies and practices of social media 
influencers;

·regulation of influencer communication in different environments;

·the role and relevance of platforms like YouTube, Instagram, 
Musical.ly, Twitch, Pinterest, or Snapchat in influencer communication;

·ethics of influencer communication;

·influencer communication from an international and comparative perspective;

·critical evaluations of influencer communication as an approach in 
strategic communication.

For the full call, including submission details and publication 
schedule, see http://bit.ly/CfP2019

For further information get in touch with Nils S. Borchers at 
(nils.borchers /at/ uni-leipzig.de) <mailto:(nils.borchers /at/ uni-leipzig.de)>


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