{"product_id":"influencer-marketing-9780367338688","title":"Influencer Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eThis 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. \u003c\/p\u003e\u003cp\u003eAcross 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\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\"\u003cem\u003eInfluencer Marketing\u003c\/em\u003e 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.\"\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eJonathan Hardy\u003c\/strong\u003e, \u003cem\u003eProfessor of Communications and Media, University of the Arts London, UK\u003c\/em\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eIntroduction \u003cstrong\u003ePart 1: Exploring Influencers and Influencer Marketing \u003c\/strong\u003e1. 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 \u003cstrong\u003ePart 2: Influencers as part of Marketing Communication Campaigns \u003c\/strong\u003e5. 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 \u003cstrong\u003ePart 3: The Dark Side of Influencers\u003c\/strong\u003e 10. \"Hope this is not sponsored\": Is an Influencer's 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? \u003cstrong\u003ePart 4: Legal and Future aspects of Influencer Marketing\u003c\/strong\u003e 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 \u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd (Sales)","offers":[{"title":"Default Title","offer_id":51017871491415,"sku":"9780367338688","price":999.99,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780367338688.jpg?v=1750774945","url":"https:\/\/bookcurl.com\/products\/influencer-marketing-9780367338688","provider":"Book Curl","version":"1.0","type":"link"}