Influencer Marketing (eBook, ePUB)

Building Brand Communities and Engagement
Redaktion: Costello, Joyce; Yesiloglu, Sevil

• Format: ePub

Produktbeschreibung

This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities. Influencers offer brands the ability to deliver the "right" communication and marketing messages to a specific target audience.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 322
• Erscheinungstermin: 29. November 2020
• Englisch
• ISBN-13: 9781000228267
• Artikelnr.: 60533760

Autorenporträt

Sevil Yesiloglu P.h.D., is a senior lecturer in Advertising at London College of Communication, University of Art London, UK. Joyce Costello P.h.D., is a Public Affairs Specialist for the US Army, and was previously a senior lecturer in Digital Marketing at Bournemouth University, UK.

Inhaltsangabe

Introduction Part 1: Exploring Influencers and Influencer Marketing 1. The Rise of Influencers and Influencer Marketing 2. Social Media Influencers versus Traditional Influencers: Roles and Consequences for Traditional Marketing Campaigns 3. Identifying and Selecting the Right Influencers in the Digital Era 4. How to Map and Select Digital Influencers for Marketing Campaigns Part 2: Influencers as part of Marketing Communication Campaigns 5. Choosing the Right Influencer for Your Brand 6. Post Millennials and Their Motivation to Engage with Influencers Brand-related Content on Instagram 7. Parasocial Relationships of Generation Z Consumers with Social Media Influencers 8. Can you make the world more sustainable with Influencers? Exploring consumers' motivations to engage with and Influencers' sustainable content on Instagram 9. Female Environmental Influencers on Instagram Part 3: The Dark Side of Influencers 10. "Hope this is not sponsored": Is an Influencer's credibility impacted when using sponsored versus non-sponsored content? 11. The Monetization of Opinions: An investigation into consumer responses to covert endorsement practices on Instagram 12. The Art of Deception: Will fake followers decay trust and can authenticity preserve it? Part 4: Legal and Future aspects of Influencer Marketing 13. Influencer Marketing and the Law 14. Taking the Biscuit: Exploring Influencers, Advertising and Regulation 15. Virtual Influencers: More Human Than Human 16. Influencer Marketing: Lessons Learned and Moving Forward

Rezensionen

"Influencer Marketing sets out vital conceptual frameworks, practitioner and consumer insights, international case studies and inspiring research with a clarity and authority that is inviting for students and indispensable for scholars. From consumer engagement to covert marketing, this is an expert guide to the practices of influencer marketing, and their implications."

Jonathan Hardy, Professor of Communications and Media, University of the Arts London, UK