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Influencer : the science behind swaying others. / T. Bettina Cornwell and Helen Katz.
- Format:
- Book
- Author/Creator:
- Cornwell, T. Bettina, author.
- Katz, Helen, author.
- Language:
- English
- Subjects (All):
- Influence (Psychology).
- Physical Description:
- 1 online resource (129 pages)
- Edition:
- 1st ed.
- Place of Publication:
- New York, New York ; London : Routledge, [2021]
- Summary:
- Influencers' impact on marketing and communications has risen rapidly - but there has been no authoritative resource on the theory and practice of influencer marketing. This book organizes and summarizes the current body of research, to educate and inspire decision makers, researchers, students, and influencers themselves.
- Contents:
- Cover
- Half Title
- Title
- Copyright
- Contents
- About the Authors
- Foreword
- 1 Introduction to Influencers
- 2 Influencers in the Marketing Ecosystem
- 3 Endorsers and Influencers Clarifying the Boundaries
- 4 Who Are the Influencers?
- 5 How Influencers Are Regulated
- 6 Barriers and Challenges to Consider
- 7 How Influence Is Measured and Evaluated
- 8 The Future for Influencers
- Index.
- Notes:
- CC BY-NC-ND
- Description based on print version record.
- ISBN:
- 1-00-303776-3
- 1-003-03776-3
- 1-000-31786-2
- 9781003037767
- OCLC:
- 1224246085
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