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The Dynamics of Influencer Marketing (häftad, eng)

Taylor & francis ltd

The Dynamics of Influencer Marketing (häftad, eng)

689 kr

689 kr

Få kvar

Tis, 4 mar - ons, 5 mar


Säker betalning

14-dagars öppet köp


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Produktbeskrivning

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.




Format Häftad Omfång 210 sidor Språk Engelska Förlag Taylor & Francis Ltd Utgivningsdatum 2024-05-27 ISBN 9780367680916

Artikel.nr.

21ae6777-2ef7-5544-a039-be7d35992ab0

Taylor & francis ltd

The Dynamics of Influencer Marketing (häftad, eng)

689 kr

689 kr

Få kvar

Tis, 4 mar - ons, 5 mar


Säker betalning

14-dagars öppet köp


Säljs och levereras av

Buyersclub.se