Influencer Marketing (eBook, ePUB)

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

• 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
• 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