Buch, Englisch, 128 Seiten, Format (B × H): 152 mm x 231 mm, Gewicht: 318 g
The Science Behind Swaying Others
Buch, Englisch, 128 Seiten, Format (B × H): 152 mm x 231 mm, Gewicht: 318 g
ISBN: 978-0-367-48116-2
Verlag: Taylor & Francis
Diving deeper than the many "how-to" books on the influencer phenomenon, this book brings in frameworks from marketing, sociology, psychology, and communication studies to redefine the influencer as a persona (related to a person, group of people, or organization) that possesses greater than average sway over others. Cornwell and Katz go on to:
- introduce the influencers, macro and nano, authentic and inauthentic, ascending and fading
- consider their relationship to brands in the marketing ecosystem, along with regulations that set limits on influencer marketing
- describe how influence is measured and evaluated and look into the future; and
- bring together the latest research on influencer marketing and organize it for the reader
The book serves both those who want to understand the science behind influencer marketing and those who want to most effectively employ influencers in brand strategy. Instructors, students, and professionals will appreciate international examples from multiple industries applying theories to the real world.
The Open Access version of this book, available at http://www.taylorfrancis.com, has been made available under a Creative Commons [Attribution-Non Commercial-No Derivatives (CC-BY-NC-ND)] 4.0 license.
Zielgruppe
Postgraduate, Professional, and Undergraduate Advanced
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
- Sozialwissenschaften Soziologie | Soziale Arbeit Soziologie Allgemein
Weitere Infos & Material
1. Introduction to Influencers 2. Influencers in Marketing Ecosystems 3. Endorsers and Influencers Clarifying the Boundaries 4. Who Are the Influencers? 5. How Influencers Are Regulated 6. Barriers and Challenges to Consider 7. How Influence is Measured and Evaluated 8. The Future for Influencers