Influencer Marketing: Building Brand Communities and Engagement by Sevil Yesilog

Description: Influencer Marketing by Sevil Yesiloglu, Joyce Costello 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 offer brands the ability to deliver the "right" communication and marketing messages to a specific target audience. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher Description 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 brands 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. Author Biography Sevil Yesiloglu P.h.D., is a senior lecturer in Advertising at London College of Communication, University of Art London, UK.Joyce Costello P.h.D., is a Public Affairs Specialist for the US Army, and was previously a senior lecturer in Digital Marketing at Bournemouth University, UK. Table of Contents Introduction Part 1: Exploring Influencers and Influencer Marketing 1. The Rise of Influencers and Influencer Marketing 2. Social Media Influencers versus Traditional Influencers: Roles and Consequences for Traditional Marketing Campaigns 3. Identifying and Selecting the Right Influencers in the Digital Era 4. How to Map and Select Digital Influencers for Marketing Campaigns Part 2: Influencers as part of Marketing Communication Campaigns 5. Choosing the Right Influencer for Your Brand 6. Post Millennials and Their Motivation to Engage with Influencers Brand-related Content on Instagram 7. Parasocial Relationships of Generation Z Consumers with Social Media Influencers 8. Can you make the world more sustainable with Influencers? Exploring consumers motivations to engage with and Influencers sustainable content on Instagram 9. Female Environmental Influencers on Instagram Part 3: The Dark Side of Influencers 10. "Hope this is not sponsored": Is an Influencers credibility impacted when using sponsored versus non-sponsored content? 11. The Monetization of Opinions: An investigation into consumer responses to covert endorsement practices on Instagram 12. The Art of Deception: Will fake followers decay trust and can authenticity preserve it? Part 4: Legal and Future aspects of Influencer Marketing 13. Influencer Marketing and the Law 14. Taking the Biscuit: Exploring Influencers, Advertising and Regulation 15. Virtual Influencers: More Human Than Human 16. Influencer Marketing: Lessons Learned and Moving Forward Review "Influencer Marketing sets out vital conceptual frameworks, practitioner and consumer insights, international case studies and inspiring research with a clarity and authority that is inviting for students and indispensable for scholars. From consumer engagement to covert marketing, this is an expert guide to the practices of influencer marketing, and their implications."Jonathan Hardy, Professor of Communications and Media, University of the Arts London, UK Long Description 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 brands 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. Details ISBN0367338688 Publisher Taylor & Francis Ltd Year 2020 ISBN-10 0367338688 ISBN-13 9780367338688 Publication Date 2020-11-30 Author Joyce Costello Short Title Influencer Marketing Language English Subtitle Building Brand Communities and Engagement DEWEY 658.8 Format Paperback Pages 310 UK Release Date 2020-11-30 Imprint Routledge Place of Publication London Country of Publication United Kingdom AU Release Date 2020-11-30 NZ Release Date 2020-11-30 Illustrations 16 Tables, black and white; 8 Line drawings, black and white; 24 Illustrations, black and white Alternative 9780367338664 Edited by Joyce Costello Audience Tertiary & Higher Education We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:158388234;

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