Influencer marketing : building brand communities and engagement

著者

    • Yesiloglu, Sevil
    • Costello, Joyce

書誌事項

Influencer marketing : building brand communities and engagement

edited by Sevil Yesiloglu and Joyce Costello

Routledge, 2020

  • pbk.

大学図書館所蔵 件 / 全1件

この図書・雑誌をさがす

注記

Includes bibliographical references and index

内容説明・目次

内容説明

One for the first textbooks to consider the phenomenon of Influencer Marketing from both a theoretical and a practical perspective. This is an emerging and very topical area of marketing. Has broad geographical appeal: it's full of globally-recognised case studies and the chapter authors come from across the globe Its accessible style and content mean that it's suitable as recommended reading on a range of marketing and digital marketing modules, as well as practical reading for practitioners. We are seeing a number of executive education modules arising on the topic, including at the IDM.

目次

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

「Nielsen BookData」 より

詳細情報

ページトップへ