Influencer
The influential are no longer only those with celebrity status – but until now there has been no authoritative resource on the theory and practice of influencer marketing. This book will educate and inspire decision makers, researchers, students, and influencers themselves. Diving deeper than the ma...
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| Những tác giả chính: | , |
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| Định dạng: | Online |
| Ngôn ngữ: | Tiếng Anh |
| Được phát hành: |
Taylor & Francis
2025
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| Những chủ đề: | |
| Truy cập trực tuyến: | ONIX_20250521T155841_9781000316513_73 |
| Các nhãn: |
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| _version_ | 1869513942171123712 |
|---|---|
| author | Cornwell, T. Bettina Katz, Helen |
| author_browse | Cornwell, T. Bettina Katz, Helen |
| author_facet | Cornwell, T. Bettina Katz, Helen |
| author_sort | Cornwell, T. Bettina |
| collection | Directory of Open Access Books |
| description | The influential are no longer only those with celebrity status – but until now there has been no authoritative resource on the theory and practice of influencer marketing. This book will educate and inspire decision makers, researchers, students, and influencers themselves. 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 The book serves both those who want to understand the science behind influencer marketing and those who want to most effectively employ influencers in brand strategy. Instructors, students, and professionals will appreciate international examples from multiple industries applying theories to the real world. The Open Access version of this book, available at http://www.taylorfrancis.com, has been made available under a Creative Commons [Attribution-Non Commercial-No Derivatives (CC-BY-NC-ND)] 4.0 license. |
| format | Online |
| id | doab-20.500.12854ir-160131 |
| institution | Directory of Open Access Books |
| language | eng |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Taylor & Francis |
| publisherStr | Taylor & Francis |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1601312025-05-22T05:13:22Z Influencer Cornwell, T. Bettina Katz, Helen NBC Universal Influencer marketing Advertising Skepticism Marketing ecosystem CVS Pharmacy Influencer phenomenon ALS Foundation Celebrity status RPD. Social Listening Global Web Index Small Scale Influence Brand Relationship Tv Commercial Key Words Human Brands Celebrity Endorsers Weekly Total Minutes Pop Star Tv Rating Chinese Women’s Volleyball Team IOC Executive Board Social Media Monitoring Tools Fondation De France Vice Versa NFL Super Bowl Philco Television Playhouse thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing thema EDItEUR::G Reference, Information and Interdisciplinary subjects::GT Interdisciplinary studies::GTC Communication studies thema EDItEUR::J Society and Social Sciences::JH Sociology and anthropology::JHB Sociology The influential are no longer only those with celebrity status – but until now there has been no authoritative resource on the theory and practice of influencer marketing. This book will educate and inspire decision makers, researchers, students, and influencers themselves. 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 The book serves both those who want to understand the science behind influencer marketing and those who want to most effectively employ influencers in brand strategy. Instructors, students, and professionals will appreciate international examples from multiple industries applying theories to the real world. The Open Access version of this book, available at http://www.taylorfrancis.com, has been made available under a Creative Commons [Attribution-Non Commercial-No Derivatives (CC-BY-NC-ND)] 4.0 license. 2025-05-22T05:13:21Z 2025-05-22T05:13:21Z 2025-05-21T14:58:03Z 2020 book ONIX_20250521T155841_9781000316513_73 https://library.oapen.org/handle/20.500.12657/102298 9781000316513 9780367468491 9780367481162 9781000317176 9781003037767 9781000317862 https://directory.doabooks.org/handle/20.500.12854/160131 eng open access image/jpeg Attribution-NonCommercial-NoDerivatives 4.0 International https://library.oapen.org/bitstream/20.500.12657/102298/1/9781000316513.pdf Taylor & Francis Routledge 10.4324/9781003037767 10.4324/9781003037767 fa69b019-f4ee-4979-8d42-c6b6c476b5f0 9781000316513 9780367468491 9780367481162 9781000317176 9781003037767 9781000317862 Routledge 128 Oxford open access |
| spellingShingle | NBC Universal Influencer marketing Advertising Skepticism Marketing ecosystem CVS Pharmacy Influencer phenomenon ALS Foundation Celebrity status RPD. Social Listening Global Web Index Small Scale Influence Brand Relationship Tv Commercial Key Words Human Brands Celebrity Endorsers Weekly Total Minutes Pop Star Tv Rating Chinese Women’s Volleyball Team IOC Executive Board Social Media Monitoring Tools Fondation De France Vice Versa NFL Super Bowl Philco Television Playhouse thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing thema EDItEUR::G Reference, Information and Interdisciplinary subjects::GT Interdisciplinary studies::GTC Communication studies thema EDItEUR::J Society and Social Sciences::JH Sociology and anthropology::JHB Sociology Cornwell, T. Bettina Katz, Helen Influencer |
| title | Influencer |
| title_full | Influencer |
| title_fullStr | Influencer |
| title_full_unstemmed | Influencer |
| title_short | Influencer |
| title_sort | influencer |
| topic | NBC Universal Influencer marketing Advertising Skepticism Marketing ecosystem CVS Pharmacy Influencer phenomenon ALS Foundation Celebrity status RPD. Social Listening Global Web Index Small Scale Influence Brand Relationship Tv Commercial Key Words Human Brands Celebrity Endorsers Weekly Total Minutes Pop Star Tv Rating Chinese Women’s Volleyball Team IOC Executive Board Social Media Monitoring Tools Fondation De France Vice Versa NFL Super Bowl Philco Television Playhouse thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing thema EDItEUR::G Reference, Information and Interdisciplinary subjects::GT Interdisciplinary studies::GTC Communication studies thema EDItEUR::J Society and Social Sciences::JH Sociology and anthropology::JHB Sociology |
| topic_facet | NBC Universal Influencer marketing Advertising Skepticism Marketing ecosystem CVS Pharmacy Influencer phenomenon ALS Foundation Celebrity status RPD. Social Listening Global Web Index Small Scale Influence Brand Relationship Tv Commercial Key Words Human Brands Celebrity Endorsers Weekly Total Minutes Pop Star Tv Rating Chinese Women’s Volleyball Team IOC Executive Board Social Media Monitoring Tools Fondation De France Vice Versa NFL Super Bowl Philco Television Playhouse thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing thema EDItEUR::G Reference, Information and Interdisciplinary subjects::GT Interdisciplinary studies::GTC Communication studies thema EDItEUR::J Society and Social Sciences::JH Sociology and anthropology::JHB Sociology |
| url | ONIX_20250521T155841_9781000316513_73 |
| work_keys_str_mv | AT cornwelltbettina influencer AT katzhelen influencer |