This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities. Influencers - those who can impact a brand's marketing and advertising strategies as well as build brand communities - are making extensive use of the new digital and traditional communications platforms. Influencers offer brands the ability to deliver the "right" communication and marketing messages to a specific target audience.

Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select the right influencers and measure their success, the dark side of influencer marketing, and the legal and ethical framework. With contributions from authors across the globe, each chapter is also accompanied by an in- depth case study - from the Kardashians to Joe Wicks - that demonstrates how the theory translates to practice.

Influencer Marketing is important reading for advanced, postgraduate and executive education students of Marketing, Digital Marketing, Marketing Communications, Brand Management and Public Relations. With its accessible style and practical content, it is also highly valuable for Marketing Communications, Branding and PR specialists.

About the Author

Sevil Yesiloglu P.h.D., is a senior lecturer in Advertising at London College of Communication, University of Art London, UK.

Joyce Costello P.h.D., is a Public Affairs Specialist for the US Army, and was previously a senior lecturer in Digital Marketing at Bournemouth University, UK.

Reviews

"Influencer Marketing sets out vital conceptual frameworks, practitioner and consumer insights, international case studies and inspiring research with a clarity and authority that is inviting for students and indispensable for scholars. From consumer engagement to covert marketing, this is an expert guide to the practices of influencer marketing, and their implications."

Jonathan Hardy, Professor of Communications and Media, University of the Arts London, UK

Book Information
ISBN 9780367338688
Author Sevil Yesiloglu
Format Paperback
Page Count 310
Imprint Routledge
Publisher Taylor & Francis Ltd
Weight(grams) 600g