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.

chapter |3 pages


BySevil Yesiloglu

part 1|72 pages

Exploring influencers and influencer marketing

chapter Chapter 1|19 pages

The rise of influencers and influencer marketing

BySevil Yesiloglu

chapter Chapter 2|17 pages

Social media influencers versus traditional influencers

Roles and consequences for traditional marketing campaigns
ByMarina Leban, Benjamin G. Voyer

chapter Chapter 3|16 pages

Identifying and selecting the right influencers in the digital era

BySabina Riboldazzi, Antonella Capriello

chapter Chapter 4|18 pages

How to map and select digital influencers for marketing campaigns

ByBenjamin Rosenthal, Adriana Arcuri

part 2|100 pages

Influencers as part of marketing communication campaigns

chapter Chapter 5|19 pages

Choosing the right influencer for your brand

ByAyse Bengi Ozcelik, Eser Levi

chapter Chapter 7|18 pages

Parasocial relationships of Generation Z consumers with social media influencers

ByElina Närvänen, Tytti Kirvesmies, Elina Kahri

chapter Chapter 8|23 pages

Can you make the world more sustainable with influencers?

Exploring consumers’ motivations to engage with influencers’ sustainable content on Instagram
BySevil Yesiloglu, Weronika Waskiw

chapter Chapter 9|18 pages

Female environmental influencers on Instagram

ByIrene Quintana Ramos, Fiona Cownie

part 3|56 pages

The dark side of influencers

chapter Chapter 11|19 pages

The monetization of opinions

An investigation into consumer responses to covert endorsement practices on Instagram
ByJames Harrison, Fiona Cownie

chapter Chapter 12|18 pages

The art of deception

Will fake followers decay trust and can authenticity preserve it?
ByJoyce Costello, Laura Biondi

part 4|69 pages

Legal and future aspects of influencer marketing

chapter Chapter 13|15 pages

Influencer marketing and the law

ByHayleigh Bosher

chapter Chapter 14|21 pages

Taking the biscuit

Exploring influencers, advertising, and regulation
ByIain MacRury

chapter Chapter 15|15 pages

Virtual influencers

More human than humans
ByScott Guthrie

chapter Chapter 16|16 pages

Influencer marketing

Lessons learned and moving forward
ByJoyce Costello