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Influencer - The Science Behind Swaying Others (Hardcover)
Loot Price: R3,970
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Influencer - The Science Behind Swaying Others (Hardcover)
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The influential are no longer only those with celebrity status -
but until now there has been no authoritative resource on the
theory and practice of influencer marketing. This book will educate
and inspire decision makers, researchers, students, and influencers
themselves. Diving deeper than the many "how-to" books on the
influencer phenomenon, this book brings in frameworks from
marketing, sociology, psychology, and communication studies to
redefine the influencer as a persona (related to a person, group of
people, or organization) that possesses greater than average sway
over others. Cornwell and Katz go on to: introduce the influencers,
macro and nano, authentic and inauthentic, ascending and fading;
consider their relationship to brands in the marketing ecosystem,
along with regulations that set limits on influencer marketing;
describe how influence is measured and evaluated and look into the
future; and bring together the latest research on influencer
marketing and organize it for the reader. The book serves both
those who want to understand the science behind influencer
marketing and those who want to most effectively employ influencers
in brand strategy. Instructors, students, and professionals will
appreciate international examples from multiple industries applying
theories to the real world.
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