Influencer

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Influencer

Influencer

Name: Influencer
ISBN: 9780367468491

T. Bettina Cornwell, Helen E. Katz

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Diving deeper than the many "how-to" books on the influencer phenomenon, this book brings in frameworks from marketing, sociology, psychology, and communication studies to redefine the influencer as a persona (related to a person, group of people, or organization) that possesses greater than average sway over others. Cornwell and Katz go on to:

introduce the influencers, macro and nano, authentic and inauthentic, ascending and fading;

consider their relationship to brands in the marketing ecosystem, along with regulations that set limits on influencer marketing;

describe how influence is measured and evaluated and look into the future; and

bring together the latest research on influencer marketing and organize it for the reader.

Jahr:

2020

Auflage:

Verlag:

Routledge

Sprache:

english

Seiten: