UID:
almahu_9949386233302882
Umfang:
1 online resource (xii, 310 pages) :
,
illustrations
ISBN:
9781000228229
,
1000228223
,
9780429322501
,
042932250X
,
9781000228267
,
1000228266
,
9781000228243
,
100022824X
Inhalt:
"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 - those who can impact a brand's marketing and advertising strategies as well as build brand communities - are making extensive use of the new digital and traditional communications platforms. Influencers offer brands the ability to deliver the "right" communication and marketing messages to a specific target audience. Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select the right influencers and measure their success, the dark side of influencer marketing, and the legal and ethical framework. With contributions from authors across the globe, each chapter is also accompanied by an in-depth case study - from the Kardashians to Malala Yousafzai - that demonstrates how the theory translates to practice. Influencer Marketing is important reading for advanced, postgraduate and executive education students of Marketing, Digital Marketing, Marketing Communications, Brand Management and Public Relations. With its accessible style and practical content, it is also highly valuable for Marketing Communications, Branding and PR specialists"--
Anmerkung:
Cover -- Half Title -- Title Page -- Copyright Page -- Table of contents -- Contributors -- Introduction -- part 1 Exploring influencers and influencer marketing -- chapter 1 The rise of influencers and influencer marketing -- Learning outcomes -- Being influential and influencers -- Becoming an influencer on social media -- Influencers and content creation -- Influencer marketing: What makes it work? -- The power of electronic word of mouth -- Influencers, branded content, and purchase decisions -- Work relationship between influencers and brands -- Summary
,
Case study: The rise of an influencer -- Joe Wicks as a healthy living guru -- His content strategy on social media: What makes him an influencer? -- References -- chapter 2 Social media influencers versus traditional influencers: Roles and consequences for traditional marketing campaigns -- Learning outcomes -- Traditional forms and types of influencers -- A brief history of "celebrification" -- Marketing strategies and traditional influencers: the case of celebrity endorsement -- The emergence of a new category of influencers -- Rise of micro-celebrities: from unknowns to celebrities
,
Social media influencers as micro-celebrities -- Success criteria of social media influencers compared to traditional influencers -- Relatability -- Reachability -- Trustworthiness -- Future research: Establishing an agenda to deepen our understanding of influencer marketing -- Summary -- Case studies on social media influencers -- Kylie Jenner: From socialite to influencer, turned product maker -- Glossier: Defying current cosmetic giants by adopting influencer marketing strategies -- References -- chapter 3 Identifying and selecting the right influencers in the digital era -- Learning outcomes
,
Influencers in the digital era -- Social media influencer categories -- How to identify and select the right influencers in the digital era -- Reach -- Relevance -- Resonance -- The three steps in identifying and selecting influencers -- Summary -- Case study: The Coop Lombardia choice of influencers -- References -- chapter 4 How to map and select digital influencers for marketing campaigns -- Learning outcomes -- An integrative perspective on selecting individuals for influencer marketing campaigns -- Methodology -- Data collection -- Data analysis
,
Two logics behind the influencer marketing practice -- Influencer marketing based on a media logic -- Influencer marketing based on a public relations logic -- Current practices for selecting digital influencers -- Selecting digital influencers -- the battery company case -- Discussion: how to improve the selection of digital influencers -- Notes -- References -- part 2 Influencers as part of marketing communication campaigns -- chapter 5 Choosing the right influencer for your brand -- Learning outcomes -- Who is the right influencer? -- Authenticity -- Persuasiveness -- Source credibility
Weitere Ausg.:
Print version: Influencer marketing New York : Routledge, 2021. ISBN 9780367338664
Sprache:
Englisch
Schlagwort(e):
Electronic books.
;
Electronic books.
URL:
https://www.taylorfrancis.com/books/9780429322501
