000			04117naaaa2200805uu 4500
001			https://directory.doabooks.org/handle/20.500.12854/160131
005			20260216164819.0
003			oapen
006			m o d
007			cr|mn|---annan
008			20250522s2020 xx |||||o ||| 0|eng d
020			_a9781003037767
020			_a9781000316513
020			_a9780367468491
020			_a9780367481162
020			_a9781000317176
020			_a9781003037767
020			_a9781000317862
040			_aoapen _coapen
024	7		_a10.4324/9781003037767 _cdoi
041	0		_aeng
042			_adc
072		7	_aKJS _2bicssc
072		7	_aGTC _2bicssc
072		7	_aJHB _2bicssc
100	1		_aCornwell, T. Bettina _4auth
700	1		_aKatz, Helen _4auth
245	1	0	_aInfluencer _bThe Science Behind Swaying Others
260			_aOxford _bTaylor & Francis _c2020
300			_a1 electronic resource (128 p.)
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
506	0		_aOpen Access _2star _fUnrestricted online access
520			_aThe 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.
540			_aCreative Commons _fhttps://creativecommons.org/licenses/by-nc-nd/4.0/ _2cc _4https://creativecommons.org/licenses/by-nc-nd/4.0/
546			_aEnglish
650		7	_aSales and marketing _2bicssc
650		7	_aCommunication studies _2bicssc
650		7	_aSociology _2bicssc
653			_aNBC Universal
653			_aInfluencer marketing
653			_aAdvertising Skepticism
653			_aMarketing ecosystem
653			_aCVS Pharmacy
653			_aInfluencer phenomenon
653			_aALS Foundation
653			_aCelebrity status
653			_aRPD.
653			_aSocial Listening
653			_aGlobal Web Index
653			_aSmall Scale Influence
653			_aBrand Relationship
653			_aTv Commercial
653			_aKey Words
653			_aHuman Brands
653			_aCelebrity Endorsers
653			_aWeekly Total Minutes
653			_aPop Star
653			_aTv Rating
653			_aChinese Women’s Volleyball Team
653			_aIOC Executive Board
653			_aSocial Media Monitoring Tools
653			_aFondation De France
653			_aVice Versa
653			_aNFL Super Bowl
653			_aPhilco Television Playhouse
856	4	0	_awww.oapen.org _uhttps://library.oapen.org/bitstream/20.500.12657/102298/1/9781000316513.pdf _70 _zDOAB: download the publication
856	4	0	_awww.oapen.org _uhttps://directory.doabooks.org/handle/20.500.12854/160131 _70 _zDOAB: description of the publication
999			_c344 _d344