The Dynamics of Influencer Marketing : A Multidisciplinary Approach
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 in...
| Autor principal: | |
|---|---|
| Formato: | Libro |
| Publicado: |
Routledge
2023
|
| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=3346845&site=ehost-live header: @attributes: shortDbName: nlebk uiTerm: 3346845 longDbName: eBook Collection (EBSCOhost) uiTag: AN controlInfo: bkinfo: btl: The Dynamics of Influencer Marketing : A Multidisciplinary Approach aug: au: José M. Álvarez-Monzoncillo sertl: Routledge Studies in Marketing isbn: 9780367678906 9780367680916 9781000686937 9781000686999 9781003134176 imageinfo: pubinfo: dt: @attributes: year: 2023 month: 01 day: 01 dtAvail: @attributes: year: 2022 month: 09 day: 30 ed: 1st Edition pub: Routledge pubContract: Taylor & Francis (Unlimited) place: New York, NY price: 0.01 limitsGroup: maxCheckoutDays: 1500 copyPages: -1 pda: N printPagesOffline: 60 printPagesOnline: 60 previewPages: 10000 prePubGroup: dewey: @attributes: class: 658.8 item: 658 .8 lc: @attributes: class: HF5415 item: HF 5415 artinfo: ui: 3346845 1309291616 formats: fmt: – @attributes: type: EB doid: NL$3346845$PDF caption: PDF download: Y – @attributes: type: EK doid: NL$3346845$EPUB caption: EPUB download: Y tig: atl: The Dynamics of Influencer Marketing : A Multidisciplinary Approach ptl: The Dynamics of Influencer Marketing aug: au: José M. Álvarez-Monzoncillo su: Communication in marketing Advertising--Planning Social media Marketing Influence (Psychology) sug: subj: BUSINESS & ECONOMICS / Marketing / Multilevel BUSINESS & ECONOMICS / General BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Sales & Selling / General BUSINESS & ECONOMICS / Industries / Media & Communications Communication in marketing Advertising--Planning Social media Marketing Influence (Psychology) ab: 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. pubtype: eBook doctype: Book ougenre: Book language: English copyright: @attributes: flag: N copyrightText: holdings: @attributes: islocal: N |
|---|