The Dynamics of Influencer Marketing
YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence....
Tallennettuna:
| Aineistotyyppi: | Online |
|---|---|
| Kieli: | englanti |
| Julkaistu: |
Taylor & Francis
2022
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| Aiheet: | |
| Linkit: | OCN: 1309291616 |
| Tagit: |
Ei tageja, Lisää ensimmäinen tagi!
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| _version_ | 1869525959563018240 |
|---|---|
| collection | Directory of Open Access Books |
| description | YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence.
What influence capacity do they have? Why are intimate or personal aspects shared with unknown people? Who are the big beneficiaries? How much is vanity and how much altruism? What business is behind these social networks? What dangers do they contain? What volume of business can we estimate they generate? How are they transforming cultural industries? What legislation is applied? How does the legislation affect these communications when they are sponsored? Is the privacy of users violated with the data obtained? Who is the owner of the content? Are they to blame for ""fake news""? In this changing, challenging and intriguing environment, The Dynamics of Influencer Marketing discusses all of these questions and more.
Considering this complexity from different perspectives: technological, economic, sociological, psychological and legal, the book combines the visions of several experts from the academic world and provides a structured framework with a wide approach to understand the new era of influencing, including the dark sides of it. It will be of direct interest to marketing scholars and researchers while also relevant to many other areas affected by the phenomenon of social media influence. |
| format | Online |
| id | doab-20.500.12854ir-90727 |
| institution | Directory of Open Access Books |
| language | eng |
| publishDate | 2022 |
| publishDateRange | 2022 |
| publishDateSort | 2022 |
| publisher | Taylor & Francis |
| publisherStr | Taylor & Francis |
| record_format | ojs |
| spelling | doab-20.500.12854ir-907272025-08-13T13:42:30Z The Dynamics of Influencer Marketing Alvarez-Monzoncillo, Jose M. Sales and marketing;Media, entertainment, information and communication industries thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing thema EDItEUR::K Economics, Finance, Business and Management::KN Industry and industrial studies::KNT Media, entertainment, information and communication industries thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing thema EDItEUR::K Economics, Finance, Business and Management::KN Industry and industrial studies::KNT Media, entertainment, information and communication industries YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence. What influence capacity do they have? Why are intimate or personal aspects shared with unknown people? Who are the big beneficiaries? How much is vanity and how much altruism? What business is behind these social networks? What dangers do they contain? What volume of business can we estimate they generate? How are they transforming cultural industries? What legislation is applied? How does the legislation affect these communications when they are sponsored? Is the privacy of users violated with the data obtained? Who is the owner of the content? Are they to blame for ""fake news""? In this changing, challenging and intriguing environment, The Dynamics of Influencer Marketing discusses all of these questions and more. Considering this complexity from different perspectives: technological, economic, sociological, psychological and legal, the book combines the visions of several experts from the academic world and provides a structured framework with a wide approach to understand the new era of influencing, including the dark sides of it. It will be of direct interest to marketing scholars and researchers while also relevant to many other areas affected by the phenomenon of social media influence. 2022-08-04T04:02:47Z 2022-08-04T04:02:47Z 2022-08-03T09:18:34Z 2023 book OCN: 1309291616 https://library.oapen.org/handle/20.500.12657/57750 9780367678906 9780367680916 9781000686937 https://directory.doabooks.org/handle/20.500.12854/90727 eng Routledge Studies in Marketing open access image/jpeg image/jpeg image/jpeg Attribution-NonCommercial-NoDerivatives 4.0 International Attribution-NonCommercial-NoDerivatives 4.0 International Attribution-NonCommercial-NoDerivatives 4.0 International https://library.oapen.org/bitstream/20.500.12657/57750/1/9781000686937.pdf https://library.oapen.org/bitstream/20.500.12657/57750/1/9781000686937.pdf https://library.oapen.org/bitstream/20.500.12657/57750/1/9781000686937.pdf Taylor & Francis Routledge 10.4324/9781003134176 10.4324/9781003134176 fa69b019-f4ee-4979-8d42-c6b6c476b5f0 Universidad Rey Juan Carlos b2fbec5d-92c9-4ae6-b1f4-1bbf4aaf1ffd 9780367678906 9780367680916 9781000686937 Routledge 220 open access |
| spellingShingle | Sales and marketing;Media, entertainment, information and communication industries thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing thema EDItEUR::K Economics, Finance, Business and Management::KN Industry and industrial studies::KNT Media, entertainment, information and communication industries thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing thema EDItEUR::K Economics, Finance, Business and Management::KN Industry and industrial studies::KNT Media, entertainment, information and communication industries The Dynamics of Influencer Marketing |
| title | The Dynamics of Influencer Marketing |
| title_full | The Dynamics of Influencer Marketing |
| title_fullStr | The Dynamics of Influencer Marketing |
| title_full_unstemmed | The Dynamics of Influencer Marketing |
| title_short | The Dynamics of Influencer Marketing |
| title_sort | dynamics of influencer marketing |
| topic | Sales and marketing;Media, entertainment, information and communication industries thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing thema EDItEUR::K Economics, Finance, Business and Management::KN Industry and industrial studies::KNT Media, entertainment, information and communication industries thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing thema EDItEUR::K Economics, Finance, Business and Management::KN Industry and industrial studies::KNT Media, entertainment, information and communication industries |
| topic_facet | Sales and marketing;Media, entertainment, information and communication industries thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing thema EDItEUR::K Economics, Finance, Business and Management::KN Industry and industrial studies::KNT Media, entertainment, information and communication industries thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing thema EDItEUR::K Economics, Finance, Business and Management::KN Industry and industrial studies::KNT Media, entertainment, information and communication industries |
| url | OCN: 1309291616 |