ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book discusses different aspects of influencer marketing. It addresses influencers and their roles in marketing and social media in different ways. The book then explores the difference between what is an influencer and what “being influential” means. It also addresses the criteria to choose the right influencers for marketing campaigns. The book focuses on examining and identifying influencers and their role in digital and traditional media. It then investigates influencers and their role in marketing communication campaign plans. The book also investigates a different aspect of influencers and their content, by exploring the differences between sponsored and unsponsored posts shared by influencers and their impact on trust and credibility. It focuses on legal and ethical aspects of influencer marketing through investigating copyright issues related to influencers and their content on social media and the legal implication in influencer marketing communications.
