Description

Book Synopsis

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

The Dynamics of Influencer Marketing

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    A Paperback by José M. Álvarez-Monzoncillo

    £39.99

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    Order before 4pm today for delivery by Fri 25 Sep 2026.

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      Book details

      Publisher Taylor & Francis
      Published 5/27/2024
      ISBN-13 9780367680916
      978-0367680916
      ISBN-10 0367680912
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      Description

      Book Synopsis

      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

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