02686cam a22003978i 4500 21560360 OSt 20220407180211.0 200611s2021 nyu b 001 0 eng 2020027019 9780367338688 (paperback) DLC eng rda DLC pcc HF5415 .I5144 2021 001.0726588 1 Influencer marketing : building brand communities and engagement / edited by Sevil Yesiloglu and Joyce Costello. 1st ed. New York : Routledge, 2021. 2101 New York : Routledge, xii,310p. ; PB 24.5 cm. text txt rdacontent unmediated n rdamedia volume nc rdacarrier Includes bibliographical references and index. "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 Malala Yousafzai - 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"-- Provided by publisher. Marketing. 28379 Influence (Psychology) 28380 Social media. 28381 Communication in marketing. 28382 Advertising Planning, 28383 Yesiloglu, Sevil, editor. 28384 Costello, Joyce, editor. 28385 7 cbc orignew 1 ecip 20 y-gencatlg ddc BK 1st 001.0726588 YESS 222267 222267 0 0 ddc 0 0 MBA AIMIT AIMIT 2022-03-24 Biblios Book Point 3705.44 Bill no:6621; Bill dt:2022-03-22 0 001.0726588 YESS MBA14352 2025-07-21 00:00:00 2964.35 2022-04-07 BK