Influencer marketing : building brand communities and engagement (engelsk)

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Across four core sections, this book brings together the key theory of influencer marketing 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.

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PART 1: EXPLORING INFLUENCER MARKETING: ECOSYSTEMS, PARTNERSHIPS, AND SELECTION. The influencer ecosystem and what it means to be an influencer / Sevil Yesiloglu. Leveraging brand-influencer partnerships: Strategies and typologies for an effective marketing collaboration / Ioanna Karagiorgou. Swipe right: Ensuring congruence in selection and recruitment of influencers / Joyce Costello & Maisy Robertson. Brand and influencer partnerships: Not just for one campaign / Ahmed Almoraish. PART 2: GLOBAL PERSPECTIVES ON INFLUENCER MARKETING. Influencer marketing in Egypt: An exploration into generational perspectives / Nadine Moustafa, Keith Glanfield & Joyce Costello. Hidden influences in Chinese streaming platforms under an algorithmic gaze: How influencers use straightbaiting and queer representation / Zhen Troy Chen. The engaging tripods of influencer marketing, influencers, and affiliate marketing. Establishing current nexus between Nigeria and South Africa contexts / Rufus O. Adebayo, Udoh J. Akpan & Adeola A. Ayodele. Trendsetters unveiled: Exploring the dynamics of influencer marketing in Pakistan and Inda / Mehwish Zia Mufti. PART 3: THE DARK SIDE OF INFLUENCER MARKETING. Sharenting or oversharing: Parent, children, and family influencers / Alexandra Ruiz-Gomez. Influencers at risk: Cancel culture / Antje Cockrill. The de-influencing movement: Will it harm or help influencer marketing? / Jie Sheng & Sevil Yesiloglu. Artificial intelligence: Helping or harming the creative spirit / Kelli S. Burns. Influence under siege: Safeguarding influencers from cyberthreats / Bobby Brooks & Joyce Costello. PART 4: ETHICAL AND FUTURE ASPECTS OF "INFLUENCER MARKETING". Villains, victims, or champions? Unmasking the polarising narratives surrounding influencers and ethics / Aya Aboelenien & Ai Ming Chow. Virtual influencers: The new faces of fame in the metaverse and beyond / Aishwarya Singhal, Rodrigo Perez-Vega & Cristina Miguel. Influencer marketing: Lessons learned in the second wave and moving forward / Joyce Costello