Description: Dynamics of Influencer Marketing : A Multidisciplinary Approach, Hardcover by Álvarez-monzoncillo, José M. (EDT), ISBN 036767890X, ISBN-13 9780367678906, Like New Used, Free shipping in the US "YouTube, Instagram, Fac, 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 leadersand, 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 this complexity from different perspectives: technological, economic, sociological, psychological and legal, th 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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Number of Pages: 210 Pages
Language: English
Publication Name: Dynamics of Influencer Marketing : a Multidisciplinary Approach
Publisher: Routledge
Publication Year: 2022
Subject: Marketing / Multilevel, Marketing / General, Commerce, Industries / Media & Communications
Item Weight: 16 Oz
Type: Textbook
Subject Area: Business & Economics
Item Length: 9.2 in
Author: José M. Álvarez-Monzoncillo
Series: Routledge Studies in Marketing Ser.
Item Width: 6.1 in
Format: Hardcover
