Dynamics of Influencer Marketing : : A Multidisciplinary Approach / / editor José M. Álvarez-Monzoncillo.
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 i...
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Superior document: | Routledge Studies in Marketing |
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Place / Publishing House: | London, United Kingdom : : Taylor & Francis,, 2023. |
Year of Publication: | 2023 |
Language: | English |
Series: | Routledge Studies in Marketing Series
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Physical Description: | 1 online resource (220 pages) |
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Alvarez-Monzoncillo, Jose M. edt Dynamics of Influencer Marketing : A Multidisciplinary Approach / editor José M. Álvarez-Monzoncillo. Dynamics of Influencer Marketing Taylor & Francis 2023 London, United Kingdom : Taylor & Francis, 2023. 1 online resource (220 pages) text txt rdacontent computer c rdamedia online resource cr rdacarrier Routledge Studies in Marketing Description based on: online resource; title from PDF information screen (Taylor & Francis, viewed on December 24, 2022). 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. English Universidad Rey Juan Carlos Advertising Planning. Communication in marketing. Social media. Marketing. Sales and marketing;Media, entertainment, information and communication industries 1-000-68693-0 0-367-67890-X Álvarez-Monzoncillo, José M., editor. Routledge Studies in Marketing Series |
language |
English |
format |
eBook |
author2 |
Álvarez-Monzoncillo, José M., |
author_facet |
Álvarez-Monzoncillo, José M., |
author2_variant |
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TeilnehmendeR |
title |
Dynamics of Influencer Marketing : A Multidisciplinary Approach / |
spellingShingle |
Dynamics of Influencer Marketing : A Multidisciplinary Approach / Routledge Studies in Marketing |
title_sub |
A Multidisciplinary Approach / |
title_full |
Dynamics of Influencer Marketing : A Multidisciplinary Approach / editor José M. Álvarez-Monzoncillo. |
title_fullStr |
Dynamics of Influencer Marketing : A Multidisciplinary Approach / editor José M. Álvarez-Monzoncillo. |
title_full_unstemmed |
Dynamics of Influencer Marketing : A Multidisciplinary Approach / editor José M. Álvarez-Monzoncillo. |
title_auth |
Dynamics of Influencer Marketing : A Multidisciplinary Approach / |
title_alt |
Dynamics of Influencer Marketing |
title_new |
Dynamics of Influencer Marketing : |
title_sort |
dynamics of influencer marketing : a multidisciplinary approach / |
series |
Routledge Studies in Marketing |
series2 |
Routledge Studies in Marketing |
publisher |
Taylor & Francis Taylor & Francis, |
publishDate |
2023 |
physical |
1 online resource (220 pages) |
isbn |
1-00-313417-3 1-000-68699-X 1-003-13417-3 1-000-68693-0 0-367-67890-X |
callnumber-first |
H - Social Science |
callnumber-subject |
HF - Commerce |
callnumber-label |
HF5415 |
callnumber-sort |
HF 45415 D963 42023 |
illustrated |
Not Illustrated |
dewey-hundreds |
600 - Technology |
dewey-tens |
650 - Management & public relations |
dewey-ones |
658 - General management |
dewey-full |
658.8 |
dewey-sort |
3658.8 |
dewey-raw |
658.8 |
dewey-search |
658.8 |
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AT alvarezmonzoncillojosem dynamicsofinfluencermarketingamultidisciplinaryapproach AT alvarezmonzoncillojosem dynamicsofinfluencermarketing |
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Dynamics of Influencer Marketing : A Multidisciplinary Approach / |
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