Influencer marketing: building brand communities and engagement
Gespeichert in:
| Weitere Verfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Routledge
2021
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | XII, 310 Seiten Illustrationen, Diagramme |
| ISBN: | 9780367338664 9780367338688 |
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Datensatz im Suchindex
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| adam_text | Contents List of contributors Introduction ix i Sevil Yesiloglu andJoyce Costello Part 1 Exploring influencersand influencermarketing 5 1 The rise of influencers and influencer marketing 7 Sevil Yesiloglu 2 Social media influencers versus traditional influencers: Roles and consequences for traditional marketingcampaigns 26 Marina Leban and Benjamin C. Voyer 3 Identifying and selecting the right influencers in the digital era 43 Sabina Riboldazzi and Antonella Capriello 4 How to map and select digital influencers for marketing campaigns Benjamin Rosenthal and Adriana Arcuri 59
Part 2 Influencers as part of marketing communication campaigns 5 Choosing the right influencer for your brand Ayse Bengi Ozcelik and Eser Levi 77 79 6 Post-millennials and their motivation to engage with influencers’ brand-related content on lnstagram Sevil Yesiloglu and Simrit Cili 98 7 Parasociai relationships of Generation Z consumers with social media influencers Elina Närvänen, Tytti Kirvesmies, and Elina Kahri п8 8 Can you make the world more sustainable with influencers? Exploring consumers’ motivations to engage with influencers’ sustainable content on lnstagram Sevil Yesiloglu and Weronika Waśkiw 9 Female environmental influencers on lnstagram Irene Quintana Ramos and Fiona Cownie Part 3 The dark side of influencers 136 159 177 ю “Hope this is not sponsored” ֊ Is an influencer’s credibility impacted when using sponsored versus non-sponsored content? Joyce Costello and Klaudia Maria Urbańska 179 π The monetization of opinions: An investigation into consumer responses to covert endorsement practices on lnstagram James Harrison and Fiona Cownie 196 12 The art of deception: Will fake followers decay trust and can authenticity preserve it? Joyce Costello and Laura Biondi 215 Part 4 Legal and future aspects of influencer marketing 13 Influencer marketing and the law Hayleigh Bosher VI 233 235 contents
14 Taking the biscuit: Exploring influences, advertising, and regulation 250 lain MacRury 15 Virtual influences: Morehuman than humans 27λ Scott Guthrie 16 Influencer marketing:Lessonslearned and moving forward 286 Joyce Costello Index contents Յ02 vìi
Contents List of contributors Introduction ix i Sevil Yesiloglu andJoyce Costello Part 1 Exploring influencersand influencermarketing 5 1 The rise of influencers and influencer marketing 7 Sevil Yesiloglu 2 Social media influencers versus traditional influencers: Roles and consequences for traditional marketingcampaigns 26 Marina Leban and Benjamin C. Voyer 3 Identifying and selecting the right influencers in the digital era 43 Sabina Riboldazzi and Antonella Capriello 4 How to map and select digital influencers for marketing campaigns Benjamin Rosenthal and Adriana Arcuri 59
Part 2 Influencers as part of marketing communication campaigns 5 Choosing the right influencer for your brand Ayse Bengi Ozcelik and Eser Levi 77 79 6 Post-millennials and their motivation to engage with influencers’ brand-related content on lnstagram Sevil Yesiloglu and Simrit Cili 98 7 Parasociai relationships of Generation Z consumers with social media influencers Elina Närvänen, Tytti Kirvesmies, and Elina Kahri п8 8 Can you make the world more sustainable with influencers? Exploring consumers’ motivations to engage with influencers’ sustainable content on lnstagram Sevil Yesiloglu and Weronika Waśkiw 9 Female environmental influencers on lnstagram Irene Quintana Ramos and Fiona Cownie Part 3 The dark side of influencers 136 159 177 ю “Hope this is not sponsored” ֊ Is an influencer’s credibility impacted when using sponsored versus non-sponsored content? Joyce Costello and Klaudia Maria Urbańska 179 π The monetization of opinions: An investigation into consumer responses to covert endorsement practices on lnstagram James Harrison and Fiona Cownie 196 12 The art of deception: Will fake followers decay trust and can authenticity preserve it? Joyce Costello and Laura Biondi 215 Part 4 Legal and future aspects of influencer marketing 13 Influencer marketing and the law Hayleigh Bosher VI 233 235 contents
14 Taking the biscuit: Exploring influences, advertising, and regulation 250 lain MacRury 15 Virtual influences: Morehuman than humans 27λ Scott Guthrie 16 Influencer marketing:Lessonslearned and moving forward 286 Joyce Costello Index contents Յ02 vìi
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| adam_txt |
Contents List of contributors Introduction ix i Sevil Yesiloglu andJoyce Costello Part 1 Exploring influencersand influencermarketing 5 1 The rise of influencers and influencer marketing 7 Sevil Yesiloglu 2 Social media influencers versus traditional influencers: Roles and consequences for traditional marketingcampaigns 26 Marina Leban and Benjamin C. Voyer 3 Identifying and selecting the right influencers in the digital era 43 Sabina Riboldazzi and Antonella Capriello 4 How to map and select digital influencers for marketing campaigns Benjamin Rosenthal and Adriana Arcuri 59
Part 2 Influencers as part of marketing communication campaigns 5 Choosing the right influencer for your brand Ayse Bengi Ozcelik and Eser Levi 77 79 6 Post-millennials and their motivation to engage with influencers’ brand-related content on lnstagram Sevil Yesiloglu and Simrit Cili 98 7 Parasociai relationships of Generation Z consumers with social media influencers Elina Närvänen, Tytti Kirvesmies, and Elina Kahri п8 8 Can you make the world more sustainable with influencers? Exploring consumers’ motivations to engage with influencers’ sustainable content on lnstagram Sevil Yesiloglu and Weronika Waśkiw 9 Female environmental influencers on lnstagram Irene Quintana Ramos and Fiona Cownie Part 3 The dark side of influencers 136 159 177 ю “Hope this is not sponsored” ֊ Is an influencer’s credibility impacted when using sponsored versus non-sponsored content? Joyce Costello and Klaudia Maria Urbańska 179 π The monetization of opinions: An investigation into consumer responses to covert endorsement practices on lnstagram James Harrison and Fiona Cownie 196 12 The art of deception: Will fake followers decay trust and can authenticity preserve it? Joyce Costello and Laura Biondi 215 Part 4 Legal and future aspects of influencer marketing 13 Influencer marketing and the law Hayleigh Bosher VI 233 235 contents
14 Taking the biscuit: Exploring influences, advertising, and regulation 250 lain MacRury 15 Virtual influences: Morehuman than humans 27λ Scott Guthrie 16 Influencer marketing:Lessonslearned and moving forward 286 Joyce Costello Index contents Յ02 vìi
Contents List of contributors Introduction ix i Sevil Yesiloglu andJoyce Costello Part 1 Exploring influencersand influencermarketing 5 1 The rise of influencers and influencer marketing 7 Sevil Yesiloglu 2 Social media influencers versus traditional influencers: Roles and consequences for traditional marketingcampaigns 26 Marina Leban and Benjamin C. Voyer 3 Identifying and selecting the right influencers in the digital era 43 Sabina Riboldazzi and Antonella Capriello 4 How to map and select digital influencers for marketing campaigns Benjamin Rosenthal and Adriana Arcuri 59
Part 2 Influencers as part of marketing communication campaigns 5 Choosing the right influencer for your brand Ayse Bengi Ozcelik and Eser Levi 77 79 6 Post-millennials and their motivation to engage with influencers’ brand-related content on lnstagram Sevil Yesiloglu and Simrit Cili 98 7 Parasociai relationships of Generation Z consumers with social media influencers Elina Närvänen, Tytti Kirvesmies, and Elina Kahri п8 8 Can you make the world more sustainable with influencers? Exploring consumers’ motivations to engage with influencers’ sustainable content on lnstagram Sevil Yesiloglu and Weronika Waśkiw 9 Female environmental influencers on lnstagram Irene Quintana Ramos and Fiona Cownie Part 3 The dark side of influencers 136 159 177 ю “Hope this is not sponsored” ֊ Is an influencer’s credibility impacted when using sponsored versus non-sponsored content? Joyce Costello and Klaudia Maria Urbańska 179 π The monetization of opinions: An investigation into consumer responses to covert endorsement practices on lnstagram James Harrison and Fiona Cownie 196 12 The art of deception: Will fake followers decay trust and can authenticity preserve it? Joyce Costello and Laura Biondi 215 Part 4 Legal and future aspects of influencer marketing 13 Influencer marketing and the law Hayleigh Bosher VI 233 235 contents
14 Taking the biscuit: Exploring influences, advertising, and regulation 250 lain MacRury 15 Virtual influences: Morehuman than humans 27λ Scott Guthrie 16 Influencer marketing:Lessonslearned and moving forward 286 Joyce Costello Index contents Յ02 vìi |
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| title | Influencer marketing building brand communities and engagement |
| title_auth | Influencer marketing building brand communities and engagement |
| title_exact_search | Influencer marketing building brand communities and engagement |
| title_exact_search_txtP | Influencer marketing building brand communities and engagement |
| title_full | Influencer marketing building brand communities and engagement edited by Sevil Yesiloglu and Joyce Costello |
| title_fullStr | Influencer marketing building brand communities and engagement edited by Sevil Yesiloglu and Joyce Costello |
| title_full_unstemmed | Influencer marketing building brand communities and engagement edited by Sevil Yesiloglu and Joyce Costello |
| title_short | Influencer marketing |
| title_sort | influencer marketing building brand communities and engagement |
| title_sub | building brand communities and engagement |
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| topic_facet | Markenpolitik Social Media Verbraucherverhalten Beeinflussung Online-Marketing Aufsatzsammlung |
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