building brand communities and engagement Yesiloglu, Sevil editor. Costello, Joyce editor. text bibliography nyu New York Routledge 2021 1st ed. monographic eng

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xii,310p. ; PB 24.5 cm. "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"-- edited by Sevil Yesiloglu and Joyce Costello. Includes bibliographical references and index. Marketing Influence (Psychology) Social media Communication in marketing Advertising Planning HF5415 .I5144 2021 001.0726588 9780367338688 2020027019 DLC 200611 20220407180211.0 21560360 eng