Influencer
T. Bettina Cornwell, Helen E. Katz
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.
Година:
2020
Издание:
1
Издателство:
Routledge
Език:
english
Страници:
118
ISBN 10:
0367468492
ISBN 13:
9780367468491
Файл:
PDF, 4.85 MB
IPFS:
,
english, 2020