Book description
Influencers’ impact on marketing and communications has risen rapidly – but there has been no authoritative resource on the theory and practice of influencer marketing. This book organizes and summarizes the current body of research, to educate and inspire decision makers, researchers, students, and influencers themselves.
Table of contents
- Cover
- Half Title
- Title Page
- Copyright Page
- Contents
- About the Authors
- Foreword
- 1 Introduction to Influencers
- 2 Influencers in the Marketing Ecosystem
- 3 Endorsers and Influencers Clarifying the Boundaries
- 4 Who Are the Influencers?
- 5 How Influencers Are Regulated
- 6 Barriers and Challenges to Consider
- 7 How Influence Is Measured and Evaluated
- 8 The Future for Influencers
- Index
Product information
- Title: Influencer
- Author(s):
- Release date: December 2020
- Publisher(s): Routledge
- ISBN: 9781000317862
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