The Dynamics of Influencer Marketing
A Multidisciplinary Approach
- 210 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
About this book
YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence.
What influence capacity do they have? Why are intimate or personal aspects shared with unknown people? Who are the big beneficiaries? How much is vanity and how much altruism? What business is behind these social networks? What dangers do they contain? What volume of business can we estimate they generate? How are they transforming cultural industries? What legislation is applied? How does the legislation affect these communications when they are sponsored? Is the privacy of users violated with the data obtained? Who is the owner of the content? Are they to blame for "fake news"? In this changing, challenging and intriguing environment, The Dynamics of Influencer Marketing discusses all of these questions and more.
Considering this complexity from different perspectives: technological, economic, sociological, psychological and legal, the book combines the visions of several experts from the academic world and provides a structured framework with a wide approach to understand the new era of influencing, including the dark sides of it. It will be of direct interest to marketing scholars and researchers while also relevant to many other areas affected by the phenomenon of social media influence.
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Information
Table of contents
- Cover Page
- Half Title page
- Series Page
- Title Page
- Copyright Page
- Contents
- List of contributors
- Introduction
- 1 Making use of digital methods to study influencer marketing
- 2 The marketing of UGC, media industries and business influence: The Hydra of Lerna and the sword of Heracles
- 3 The power of algorithms and keys of participation
- 4 Reviewing the Commercial and Social Impact of Social Media Influencers
- 5 The evolution of the influence business
- 6 Influencer marketing dynamics: The roles of social engagement, trust, and influence
- 7 How Instagram and YouTube users share news: Algorithms, monetization and visibility on social media
- 8 A cross-pollination of fame?: Star athletes and influencers on Instagram
- 9 Crowd influences in branded communities: The case of CrossFit
- 10 Three key practices of image building in entrepreneurial identity work of freelance journalists
- Index