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Influencer Marketing: Building Brand Communities and Engagement by Joyce Costello

Influencer Marketing: Building Brand Communities and Engagement

by Joyce Costello
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Book cover type: Paperback
  • ISBN13: 9780367338688
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Taylor & Francis
  • Publisher Imprint: Routledge
  • Publication Date:
  • Pages: 312
  • Original Price: GBP 29.99
  • Language: English
  • Edition: N/A
  • Item Weight: 568 grams
  • BISAC Subject(s): E-Commerce / Digital Marketing, Marketing / General, and Industries / Media & Communications

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.

Sevil Yesiloglu P.h.D., is a senior lecturer in Advertising at London College of Communication, University of Art London, UK.

Joyce Costello P.h.D., is a Public Affairs Specialist for the US Army, and was previously a senior lecturer in Digital Marketing at Bournemouth University, UK.

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