Abstract
Influencer marketing is a strategy in digital marketing that is practiced widely in the present digital media environment. Adopting a social semiotic approach, this chapter tries to look at the practices that are part of influencers’ marketing strategy and the ways in which they use various media forms. It analyses popular media practice through the lens of De Certeauvian tactics to determine the process through which influencer marketing generates values around the product and content.
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P, L.P. (2024). #FoundItOnAmazon as Popular Media Practice: The Cultural Politics of Influencer Marketing Campaigns on Instagram. In: Yadav, D., Kadavath, V.K. (eds) The Digital Popular in India . Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-39435-5_4
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DOI: https://doi.org/10.1007/978-3-031-39435-5_4
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