The Dynamics of Influencer Marketing: A Multidisciplinary Approach

ISBN-13: 9780367678906 / Angielski / Twarda / 2022 / 240 str.

José M. Álvarez-Monzoncillo

Opis

This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence.

O autorze

José M. Álvarez-Monzoncillo (Ph.D, Complutense University of Madrid) is full-time Pofessor of Audiovisual Communications at Rey Juan Carlos University in Madrid. He is currently the Course Director of a Master’s degree in Television Journalism and Director of the Infocent research group. His research and teaching interests include international media strategies, media branding, media business models, media and cultural policy, social media and media industries/cultural industries.