WORKSHOP: Decoding influencer marketing and social media through semiotics
Researchers will learn how to decode visual images and communications, harvesting new insights from the content that consumers produce for social media. Brand owners will make important, practical discoveries such as the reasons why sponsored influencer posts sometimes succeed but sometimes fail, even when they are reaching the right audience.
- Getting qualitative researchers fully involved with social media and influencer marketing
- Applying semiotics (for visual images) and discourse analysis (for text and speech) to decode posts and messages
- Using these research methods to reveal the deep psychological and social dynamics that shape the attitudes and behaviour of entire generations.
- Critically analysing the ways that messages sometimes fail in order to learn what consumers of different cohorts really need from the idea of authenticity and how brands can respond