Description |
1 online resource (323 p.) |
Contents |
Cover -- Half Title -- Title Page -- Copyright Page -- Table of contents -- Contributors -- Introduction -- part 1 Exploring influencers and influencer marketing -- chapter 1 The rise of influencers and influencer marketing -- Learning outcomes -- Being influential and influencers -- Becoming an influencer on social media -- Influencers and content creation -- Influencer marketing: What makes it work? -- The power of electronic word of mouth -- Influencers, branded content, and purchase decisions -- Work relationship between influencers and brands -- Summary |
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Case study: The rise of an influencer -- Joe Wicks as a healthy living guru -- His content strategy on social media: What makes him an influencer? -- References -- chapter 2 Social media influencers versus traditional influencers: Roles and consequences for traditional marketing campaigns -- Learning outcomes -- Traditional forms and types of influencers -- A brief history of "celebrification" -- Marketing strategies and traditional influencers: the case of celebrity endorsement -- The emergence of a new category of influencers -- Rise of micro-celebrities: from unknowns to celebrities |
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Social media influencers as micro-celebrities -- Success criteria of social media influencers compared to traditional influencers -- Relatability -- Reachability -- Trustworthiness -- Future research: Establishing an agenda to deepen our understanding of influencer marketing -- Summary -- Case studies on social media influencers -- Kylie Jenner: From socialite to influencer, turned product maker -- Glossier: Defying current cosmetic giants by adopting influencer marketing strategies -- References -- chapter 3 Identifying and selecting the right influencers in the digital era -- Learning outcomes |
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Influencers in the digital era -- Social media influencer categories -- How to identify and select the right influencers in the digital era -- Reach -- Relevance -- Resonance -- The three steps in identifying and selecting influencers -- Summary -- Case study: The Coop Lombardia choice of influencers -- References -- chapter 4 How to map and select digital influencers for marketing campaigns -- Learning outcomes -- An integrative perspective on selecting individuals for influencer marketing campaigns -- Methodology -- Data collection -- Data analysis |
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Two logics behind the influencer marketing practice -- Influencer marketing based on a media logic -- Influencer marketing based on a public relations logic -- Current practices for selecting digital influencers -- Selecting digital influencers -- the battery company case -- Discussion: how to improve the selection of digital influencers -- Notes -- References -- part 2 Influencers as part of marketing communication campaigns -- chapter 5 Choosing the right influencer for your brand -- Learning outcomes -- Who is the right influencer? -- Authenticity -- Persuasiveness -- Source credibility |
Notes |
Description based upon print version of record |
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Trustworthiness |
Form |
Electronic book
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Author |
Costello, Joyce
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ISBN |
9781000228229 |
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1000228223 |
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