Influencer
T. Bettina Cornwell, Helen E. Katz
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
Categories:
Year:
2020
Edition:
1
Publisher:
Routledge
Language:
english
Pages:
175
ISBN 10:
1003037763
ISBN 13:
9781003037767
File:
EPUB, 2.64 MB
IPFS:
,
english, 2020