Name: Influencer: The Science Behind Swaying Others (en Inglés)
SKU: 53493777
Price: 64.39 USD
Availability: InStock
Author: T. Bettina Cornwell; Helen Katz

portada Influencer: The Science Behind Swaying Others (en Inglés)

Influencer: The Science Behind Swaying Others (en Inglés)

Formato

Libro Físico

Editorial

Routledge

Autor

T. Bettina Cornwell; Helen Katz

Año

2020

Idioma

Inglés

N° páginas

128

Encuadernación

Tapa Blanda

ISBN13

9780367468491

N° edición

Categorías

Influencer: The Science Behind Swaying Others (en Inglés)

T. Bettina Cornwell; Helen Katz (Autor) · Routledge · Tapa Blanda

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Reseña del libro "Influencer: The Science Behind Swaying Others (en Inglés)"

The influential are no longer only those with celebrity status – but until now there has been no authoritative resource on the theory and practice of influencer marketing. This book will educate and inspire decision makers, researchers, students, and influencers themselves. 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. The book serves both those who want to understand the science behind influencer marketing and those who want to most effectively employ influencers in brand strategy. Instructors, students, and professionals will appreciate international examples from multiple industries applying theories to the real world.