Using Influencer Marketing as a Digital Business Strategy

Teixeira, Sandrina (EDT)/ Teixeira, Sara (EDT)/ Oliveira, Zaila (EDT)

IGI Global（2024/01発売）

• 製本 Hardcover:ハードカバー版／ページ数 320 p.
• 言語 ENG
• 商品コード 9798369305515
• DDC分類 658.05

Full Description

Using Influencer Marketing as a Digital Business Strategy presents a comprehensive exploration of the burgeoning world of digital influencers, whose impact on consumer behavior and brand promotion is rapidly transforming the marketing landscape. This book delves into the most relevant topics in the field, providing a valuable contribution to both management and academia alike. The book delves into the essence of influencer marketing by examining the different types of influencers and their crucial role in reaching a brand's target audience. The strategic partnership between influencers and brands is analyzed, highlighting how these influential content creators act as powerful intermediaries between companies and potential consumers. By examining the intricate relationship between influencers, brands, and consumers, the book sheds light on the purchase intention process and consumer habits in the digital age. Furthermore, Using Influencer Marketing as a Digital Business Strategy examines the diverse range of content that resonates with the public, as different influencers adopt unique styles to engage their followers. It analyzes the metrics of influencer marketing, offering valuable insights into measuring the impact and effectiveness of influencer-driven campaigns. It also explores the roles of both organic and paid influencers, delving into the nuances of collaborating with influencers across various sectors of the economy. Given the recent emergence of influencer marketing as a prominent force, this book serves as a critical reference source for researchers, business executives, marketing professionals, influencer marketing agencies, and graduate students seeking to expand their understanding of this dynamic field. By presenting a compilation of studies on this topic, the book lays the groundwork for future in-depth and specific scientific research in the realm of influencer marketing.