ABSTRACT
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 Joe Wicks – 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.
TABLE OF CONTENTS
part 1|72 pages
Exploring influencers and influencer marketing
chapter Chapter 2|17 pages
Social media influencers versus traditional influencers
part 2|100 pages
Influencers as part of marketing communication campaigns
chapter Chapter 6|20 pages
Post-millennials and their motivation to engage with influencers’ brand-related content on Instagram
chapter Chapter 7|18 pages
Parasocial relationships of Generation Z consumers with social media influencers
chapter Chapter 8|23 pages
Can you make the world more sustainable with influencers?
part 3|56 pages
The dark side of influencers
chapter Chapter 11|19 pages
The monetization of opinions
chapter Chapter 12|18 pages
The art of deception
part 4|69 pages
Legal and future aspects of influencer marketing