Please note: In order to keep Hive up to date and provide users with the best features, we are no longer able to fully support Internet Explorer. The site is still available to you, however some sections of the site may appear broken. We would encourage you to move to a more modern browser like Firefox, Edge or Chrome in order to experience the site fully.

Supporting your high street Find out how »
Influencer Marketing : Building Brand Communities and Engagement, Paperback / softback Book

Influencer Marketing : Building Brand Communities and Engagement Paperback / softback

Edited by Sevil (Bournemouth University, UK) Yesiloglu, Joyce (Bournemouth University, UK) Costello

Paperback / softback

Less than 10 available - usually despatched within 24 hours

Description

This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities.

Influencers – those who can impact a brand’s marketing and advertising strategies as well as build brand communities – are making extensive use of the new digital and traditional communications platforms.

Influencers offer brands the ability to deliver the “right” communication and marketing messages to a specific target audience.

Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select the right influencers and measure their success, the dark side of influencer marketing, and the legal and ethical framework.

With contributions from authors across the globe, each chapter is also accompanied by an in- depth case study – from the Kardashians to Joe Wicks – that demonstrates how the theory translates to practice. Influencer Marketing is important reading for advanced, postgraduate and executive education students of Marketing, Digital Marketing, Marketing Communications, Brand Management and Public Relations.

With its accessible style and practical content, it is also highly valuable for Marketing Communications, Branding and PR specialists.

Information

£34.99

Less than 10 available - usually despatched within 24 hours
Add to Basket
Sign in to add to wishlist
 
Free Home Delivery

on all orders

 
Pick up orders

from local bookshops

Information