TY  - GEN
AU  - Cornwell,T.Bettina
AU  - Katz,Helen
TI  - Influencer: The Science Behind Swaying Others
SN  - 9781003037767
PY  - 2020///
CY  - Oxford
PB  - Taylor & Francis
KW  - Sales and marketing
KW  - bicssc
KW  - Communication studies
KW  - Sociology
KW  - NBC Universal
KW  - Influencer marketing
KW  - Advertising Skepticism
KW  - Marketing ecosystem
KW  - CVS Pharmacy
KW  - Influencer phenomenon
KW  - ALS Foundation
KW  - Celebrity status
KW  - RPD
KW  - Social Listening
KW  - Global Web Index
KW  - Small Scale Influence
KW  - Brand Relationship
KW  - Tv Commercial
KW  - Key Words
KW  - Human Brands
KW  - Celebrity Endorsers
KW  - Weekly Total Minutes
KW  - Pop Star
KW  - Tv Rating
KW  - Chinese Women’s Volleyball Team
KW  - IOC Executive Board
KW  - Social Media Monitoring Tools
KW  - Fondation De France
KW  - Vice Versa
KW  - NFL Super Bowl
KW  - Philco Television Playhouse
N1  - Open Access
N2  - 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. The Open Access version of this book, available at http://www.taylorfrancis.com, has been made available under a Creative Commons [Attribution-Non Commercial-No Derivatives (CC-BY-NC-ND)] 4.0 license
UR  - https://library.oapen.org/bitstream/20.500.12657/102298/1/9781000316513.pdf
UR  - https://directory.doabooks.org/handle/20.500.12854/160131
ER  -