City University of Hong Kong
CityU Announcement Portal (CAP)
City University of Hong Kong
CityU Announcement Portal (CAP)

Posting Detail

COM Research Seminar: Understanding Influencer Advertising: Effectiveness, Theory Development, and Emerging Trends by Dr Chen LOU
(POSTED: 2024-11-07 9:47 AM )
COM Research Seminar: COM Research Seminar: Understanding Influencer Advertising: Effectiveness, Theory Development, and Emerging Trends by Dr Chen LOU, Wee Kim Wee School of Communication and Information,Nanyang Technological University. Date & Time: 18 November 2024, 14:30 - 16:30. Venue: Multimedia Laboratory (M5055),5/F, Run Run Shaw Creative Media Centre, please click https://www.cityu.edu.hk/com/Public/AppForms/StI_AppForm.aspx?id=1154 to register for the seminar by 18 Nov 2024. Language: English. Abstract Influencer advertising began as a buzzword and has since evolved into a rapidly growing area of research. This talk will explore the factors that explain the effectiveness of influencer advertising and the underlying theories. Dr. Lou will also introduce a newly theorized concept—trans-parasocial relation—to capture a novel form of influencer-follower relationship that extends beyond traditional parasocial interactions. She will demonstrate how to operationalize this relationship and discuss its theoretical potential for mediated communicative interactions in various contexts. She will also discuss the latest trend of virtual influencers, along with preliminary research on their mechanisms and effectiveness. About the speaker: Jian Lin is an Assistant Professor in the School of Journalism and Communication at the Chinese University of Hong Kong. He is the author of Chinese Creator Economies: Labour, Subjectivity and the Bilateral Creatives (NYU Press 2023) and Wanghong as Social Media Entertainment (co-authored with David Craig and Stuart Cunningham, Palgrave McMillan 2021). Lin is the cultural commons and book review editor of the European Journal of Cultural Studies, and the associate editor of the journal Communication and the Public. For enquiries, please call 34428677.
Category:
Academic Seminar
Department:
Department of Media and Communication (COM)
Venue:
Multimedia Laboratory (M5055), 5/F, Run Run Shaw Creative Media Centre
Start Date:
2024-11-18 14:30
End Date:
2024-11-18 16:00
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