Influencer marketing : building brand communities and engagement / edited by Sevil Yesiloglu and Joyce Costello.
Contributor(s): Yesiloglu, Sevil [editor.] | Costello, Joyce [editor.].
Publisher: New York : Routledge, ©2021Edition: 1 Edition.Description: 310 pages cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780367338688.Subject(s): Marketing | Influence (Psychology) | Social media | Communication in marketing | Advertising -- PlanningGenre/Form: Print books.Summary: "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 Malala Yousafzai - 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"--Current location | Call number | Status | Date due | Barcode | Item holds |
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On Shelf | HF5415 .I5144 2021 (Browse shelf) | Available | AU00000000019615 |
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HF5415 .G578 2009 Purple cow : transform your business by being remarkable / | HF5415 .G7659 2015 Marketing / | HF5415 .H844 2019 Smarketing : how to achieve competitive advantage through blended sales and marketing / | HF5415 .I5144 2021 Influencer marketing : building brand communities and engagement / | HF5415 .J42 2015 Valuable content marketing : how to make quality content your key to success / | HF5415 .K521995 2022 AI strategy for sales and marketing : connecting marketing, sales and customer experience / | HF5415 .K625 2023 Marketing : an introduction / |
Includes bibliographical references and index.
"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 Malala Yousafzai - 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"--