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Full Description
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.
Contents
Introduction
José M. Álvarez-Monzoncillo
Chapter 1. Making use of digital methods to study influencer marketing
Prince Chacko Johnson and Christian Sandström
Chapter 2. The marketing of UGC, media industries and business influence: the Hydra of Lerna and the Sword of Heracles
José M. Álvarez-Monzoncillo and Marina Santín
Chapter 3. The power of algorithms and keys of participation
José Esteves
Chapter 4. Reviewing the Commercial and Social Impact of Social Media Influencers
Chen Lou, Tiffany Chee and Xuan Zhou
Chapter 5. The evolution of the influence business
Antonio Baraybar
Chapter 6. Influencer Marketing Dynamics: The Roles of Social Engagement, Trust, and Influence
Sylvia Chan-Olmsted and Hyehyun Julia Kim
Chapter 7. How Instagram & YouTube Users Share News: Algorithms, Monetization and Visibility on Social Media
Jonathon Hutchinson and Tim Dwyer
Chapter 8. A Cross-pollination of Fame? Star Athletes and Influencers on Instagram
Emilio Fernández Peña, Natividad Ramajo and Adolfo Nieto
Chapter 9. Crowd influences in branded communities: the case of CrossFit
Anne Morawietz, Adele Berndt and Tomas Müllern
Chapter 10. Three key practices of imagine building in entrepreneurial identity work of freelance journalists
Sven-Ove Horst and Toon Brouwers
Index
