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Nils S. Borchers, Ph.D.

Media Studies · University of Tübingen, Germany — Postdoctoral Researcher

Research Areas

  • Communications Theory
  • Marketing and Advertising
  • Media and Information Literacy
  • Popular Culture
  • Public Relations
  • Social Media
  • Strategic Communication

Highlighted publications

Borchers, N. S. (2023). To eat the cake and have it, too: How marketers control influencer conduct within a paradigm of letting go. Social Media + Society. Advance online publication. https://doi.org/10.1177/20563051231167336

open_in_new https://doi.org/10.1177/20563051231167336

Borchers, N. S. (2022). Between skepticism and fascination: A systematic mapping of adolescents’ persuasion knowledge about influencer marketing. Journal of Current Issues & Research in Advertising, 43(3), 274-300. http://doi.org/10.1080/10641734.2022.2066230

open_in_new doi.org/10.1080/10641734.2022.2066230

Borchers, N. S., & Enke, N. (2022). “I've never seen a client say: ‘Tell the influencer not to label this as sponsored’”: An exploration into influencer industry ethics. Public Relations Review, 48(5), 102235. https://doi.org/10.1016/j.pubrev.2022.102235

open_in_new https://doi.org/10.1016/j.pubrev.2022.102235

About

Nils S. Borchers is a postdoctoral researcher and lecturer at the Chair of Empirical Media Research, Institute of Media Studies at the University of Tübingen. Nils earned his PhD in Communications at the University of Mannheim with a systems theory-based work on advertising theory. He holds an MA in Communication, Scandinavian literature, and Psychology. Nils is co-chair of the Communication, Organization and Promotion division in NordMedia and co-founder of the German Critical Communication Studies Network. His research interests include various aspects of digital strategic communication such as influencer marketing, programmatic advertising, strategic communication ethics, and surveillance capitalism.