Influencer: The Science Behind Swaying Others

ISBN-13: 9780367468491 / Angielski / Miękka / 2020 / 118 str.

T. Bettina Cornwell; Helen Katz

Opis

Influencers’ impact on marketing and communications has risen rapidly – but there has been no authoritative resource on the theory and practice of influencer marketing. This book organizes and summarizes the current body of research, to educate and inspire decision makers, researchers, students, and influencers themselves.

Recenzje

“[The authors] offer readers a compelling deep dive into influencer marketing—stepping beyond the saturated field of ‘how-tos’…Although social media influencers and influencer marketing promote ‘unattainable lifestyles’ (p. 146), Cornwell and Katz’s text is anything but—it is approachable, engaging, and relatable; detailed and informative without becoming too granular; example-based, although not overpowering. Each chapter may appear as a laundry list of related topics; however, the style in which the coauthors present the information is representative of the ever-changing field. The pair is also cognizant of the overwhelming nature of this topic, and they are careful not to bombard the reader with content. The example-based design of the book is an astute approach—ensuring each topic, concept, model, and theory is tangible, while aiding in simplification and comprehension.” –International Journal of Communication 17(2023)

Spis treści

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