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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.
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