T. Bettina Cornwell epub Influencer: The Science Behind Swaying Others

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.Diving deeper than the myriad ‘how-to’ books on the influencer phenomenon, this book brings in frameworks from marketing, sociology, psychology, and communication studies, and explores a range of sectors, including sports and fitness, business and technology, fashion and beauty, and nonprofits. Starting with an introduction to influencers, clearly written chapters go on to discuss issues such as:•The differences between influencers, sponsors, and celebrity endorsers•The two-way impact of influencers on commercial, social, and political ecosystems•Regulations on influencers, and the implications for public policy•Risks and challenges for influencers, including ethical considerations•The future of influencers in marketing, for both brands and consumersInstructors, students, and professionals will appreciate international examples from multiple industries applying theories to the real world, along with thought-provoking end-of-chapter questions to enable readers to put research to work in their own specific contexts.