The Dynamics of Influencer Marketing (eBook, ePUB)

A Multidisciplinary Approach
Redaktion: Álvarez-Monzoncillo, José M.

• Format: ePub

Produktbeschreibung

This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 220
• Erscheinungstermin: 8. August 2022
• Englisch
• ISBN-13: 9781000686999
• Artikelnr.: 64709818

Autorenporträt

José M. Álvarez-Monzoncillo (Ph.D, Complutense University of Madrid) is full-time Pofessor of Audiovisual Communications at Rey Juan Carlos University in Madrid. He is currently the Course Director of a Master's degree in Television Journalism and Director of the Infocent research group. His research and teaching interests include international media strategies, media branding, media business models, media and cultural policy, social media and media industries/cultural industries.

Inhaltsangabe

Introduction
José M. Álvarez-Monzoncillo
Chapter 1. Making use of digital methods to study influencer marketing
Prince Chacko Johnson and Christian Sandström
Chapter 2. The marketing of UGC, media industries and business influence:
the Hydra of Lerna and the Sword of Heracles
José M. Álvarez-Monzoncillo and Marina Santín
Chapter 3. The power of algorithms and keys of participation
José Esteves
Chapter 4. Reviewing the Commercial and Social Impact of Social Media
Influencers
Chen Lou, Tiffany Chee and Xuan Zhou
Chapter 5. The evolution of the influence business
Antonio Baraybar
Chapter 6. Influencer Marketing Dynamics: The Roles of Social Engagement,
Trust, and Influence
Sylvia Chan-Olmsted and Hyehyun Julia Kim
Chapter 7. How Instagram & YouTube Users Share News: Algorithms,
Monetization and Visibility on Social Media
Jonathon Hutchinson and Tim Dwyer
Chapter 8. A Cross-pollination of Fame? Star Athletes and Influencers on
Instagram
Emilio Fernández Peña, Natividad Ramajo and Adolfo Nieto
Chapter 9. Crowd influences in branded communities: the case of CrossFit
Anne Morawietz, Adele Berndt and Tomas Müllern
Chapter 10. Three key practices of imagine building in entrepreneurial
identity work of freelance journalists
Sven-Ove Horst and Toon Brouwers
Index