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Influencers and Creators

Author : Robert V Kozinets

Publisher : SAGE

Page : 316 pages

File Size : 48,46 MB

Release : 2023-04-15

Category : Business & Economics

ISBN : 1529785979

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Book Description

Influencers and content creators have profoundly impacted business and culture. This textbook combines cutting-edge conceptual and critical thinking on the subject with practical advice to go above and beyond what existing social media marketing textbooks offer. Using examples from around the world, it examines the influencer phenomenon from a variety of perspectives and also explains why influencers are becoming indispensable to governments, platforms, and brands. Key topics explored are: the influencer phenomenon as a form of persuasion as a structural change in media as a culture shift as a challenge to equality regulations impacting the phenomenon ethical implications With useful features, readers will gain a 360-degree view of one of the world′s most important new media phenomena.



Winfluence

Author : Jason Falls

Publisher : Entrepreneur Press

Page : 163 pages

File Size : 32,12 MB

Release : 2021-02-23

Category : Business & Economics

ISBN : 1613084471

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Book Description

Winfluence by award-winning digital strategist Jason Falls, is THE authoritative book about influencer marketing from the perspective of businesses and brands. An invaluable guidebook for marketing managers, small business owners, marketing consultants and agencies alike, the book explains how influencers came to be, how they came to be so powerful, why so many brands are counting on influencer marketing for business success and how anyone who is not, now can. This book not only explains the who, what, when, where, and why of influencer marketing but then adds the how—more specifically and predictably than other books can hope for. It offers detailed guidelines, case studies, cutting-edge ideas, how-tos for measuring success, and more to help any business owner, marketer, agency account person, or digital strategist see and seize the opportunity to drive business results. Through a series of narrative stories, interviews, and case studies, the book illustrates how to take what many people consider good influencer marketing to a new level of success from a long-tail perspective—not short-term, one-off executions.



An Influencer's World

Author : Caroline Baker

Publisher : University of Iowa Press

Page : 303 pages

File Size : 27,72 MB

Release : 2023-06-26

Category : Business & Economics

ISBN : 160938895X

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Book Description

How do influencers win their fight for relevance and create a brand that catches fire, while still leading an authentic, healthy life? An Influencer's World pulls back the curtain and shines a light on the often-misunderstood realities of this dynamic industry. Featuring dozens of interviews with trending influencers, CEOs, leading industry insiders, brands, mental health professionals, and celebrities, this book provides an unconventional look at both the business side of influencing and the personal lives of influencers and creators.



Influencer Marketing for Brands

Author : Aron Levin

Publisher : Apress

Page : 170 pages

File Size : 25,54 MB

Release : 2019-11-30

Category : Business & Economics

ISBN : 1484255038

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Book Description

In the next few years, brands are on track to spend billions of dollars on influencer marketing. This form of marketing—currently utilized with great success on Instagram and YouTube—is not a short-lived fad, but a tectonic shift for the future of digital advertising. It's the way of the future, and the responsibility is on business leaders to keep up. Modern marketing professionals looking to adopt influencer marketing for their brands face equally modern challenges. Like finding the right talent, tracking and measuring results and quantifying how this new marketing opportunity aligns with the overall strategy. Influencer Marketing for Brands is the field guide for the digital age. After working with hundreds of brands from across the globe, author Aron Levin shares his insider knowledge gained from research, strategy, and hands-on experience from more than 10,000 successful collaborations with influencers on Instagram and YouTube. He provides you with valuable insights that help you eliminate guesswork and avoid common mistakes. More importantly, he shows you how to turn influencer marketing into a scalable and sustainable marketing channel. The digital media landscape grows more complicated by the hour, and influencer marketing is no exception. Influencer Marketing for Brands breaks down the art and science of influencer marketing and helps you synthesize, contextualize and transform this new way of creating and distributing content with powerful formulas, proven strategies, and real-world examples. What You Will Learn Plan effective influencer marketing campaigns using a simple 3-step formulaCreate top performing YouTube videos that drive website traffic, app installs and salesUnderstand what to pay for influencer marketing and how much you should invest if you're just starting out Who This Book is For Marketing and agency professionals, influencers and content creators, marketing students, those who are looking for more effective forms of advertising and are generally interested in understanding the new and evolving digital media landscape.



The Regulation of Social Media Influencers

Author : Catalina Goanta

Publisher : Edward Elgar Publishing

Page : 352 pages

File Size : 23,45 MB

Release : 2020-05-29

Category : Law

ISBN : 1788978285

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Book Description

In today’s society, the power of someone’s reputation, or influence, has been turned into a job: that of being a social media influencer. This role comes with promises, such as aspirational work, but is rife with challenges, given the controversy that often surrounds influencers. This is the first book on the regulation of social media influencers, that brings together legal, economic and ethical angles to further unveil the implications of influencer marketing.



Digital Influence

Author : Joel Backaler

Publisher : Springer

Page : 221 pages

File Size : 41,72 MB

Release : 2018-08-22

Category : Business & Economics

ISBN : 3319783963

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Book Description

This book brings order to the chaotic and rapidly evolving world of influencer marketing by providing readers with much needed context, frameworks, and best practices. Written for busy marketing professionals working in both domestic and international markets, it addresses these topics in a highly actionable and engaging manner. Digital Influence covers everything from how to identify the right influencers and determine “level of influence” to collaborating with influencers and measuring ROI. It turns out, it’s not all about paying online celebrities outrageous sums to post sponsored content. Backaler also provides much-needed context for why influencer marketing is flourishing today, and perspective into what a more technologically-enabled, globally-connected future will look like. Ultimately, people want to learn from trusted peers, not faceless companies. Better than any corporate marketing function, influencers understand how to make best use of social media platforms and tailor content for their respective cultures to engage consumers in their home markets. Business leaders should arm themselves with Backaler's book to ensure they're not left behind.



The End of Marketing

Author : Carlos Gil

Publisher : Kogan Page Publishers

Page : 241 pages

File Size : 24,21 MB

Release : 2019-10-03

Category : Business & Economics

ISBN : 0749497599

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Book Description

WINNER: American Book Fest Best Book Awards 2020 - Marketing and Advertising category WINNER: NYC Big Book Award 2020 - Business: Small Business and Entrepreneurship category WINNER: BookAuthority Best New Book to Read in 2020 - Social Media Marketing category FINALIST: Business Book Awards 2020 - International Business Book category Social networks are the new norm and traditional marketing is failing in today's digital, always-on culture. Businesses across the world are having to face up to how they remain relevant in the choppy waters of the digital ocean. In an era where a YouTube star gets more daily impressions than Nike, Coca-Cola and Walmart combined, traditional marketing as we know it is dead. The End of Marketing revolutionizes the way brands, agencies and marketers should approach marketing. From how Donald Trump won the American presidency using social media and why Kim Kardashian is one of the world's biggest online brands, through to the impact of bots and automation, this book will teach you about new features and emerging platforms that will engage customers and employees. Discover bold content ideas, hear from some of the world's largest brands and content creators and find out how to build smarter paid-strategies, guaranteed to help you dominate your markets. The End of Marketing explains that no matter how easy it is to reach potential customers, the key relationship between brand and consumer still needs the human touch. Learn how to put 'social' back into social media and claim brand relevancy in a world where algorithms dominate, organic reach is dwindling and consumers don't want to be sold to, they want to be engaged.



InstaStyle

Author : Tezza (a.k.a. Tessa Barton)

Publisher : Penguin

Page : 516 pages

File Size : 32,86 MB

Release : 2018-10-23

Category : Photography

ISBN : 1465484787

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Book Description

Gain Instagram followers, grow your personal brand, and influence others with your authentic personality, beautiful photography, and stunningly curated grid. Whether your passion is fitness, fashion, food, or anything in between, you can turn that passion into a business that will inspire and influence others! Instagram is the place where trends break, tastes are made, and brands are launched, and it’s packed with insightful analytics and handy business tools that will help you elevate your social media presence to the next level. But how do you get there? InstaStyle is a must-have guide for any Instagrammer who aspires to become an influencer. You’ll learn to create your brand, connect with others, and share the way you see the world! Tezza (@tezza) and other well-known Instagram influencers will show you how they’ve procured their platforms, and teach you how to tell compelling visual stories that will help your build your own brand. Here is what you'll find in InstaStyle: • Beautiful imagery and easily understood guides to help you achieve your Instagram goals • Tips for creating an immediately recognizable grid aesthetic and showcasing your life, all while still remaining true to your personal brand • Expert advice and tips for creating beautiful photography, telling compelling visual stories, finding management representation, and creating successful brand engagement strategies • Inspiration and guidance from other influencers, including: @emily_luciano - fashion @travel_inhershoes - travel @thewoodenskillet - food @xandervintage - beauty @amberfillerup - family @alexajeanfitness - fitness @annemariebarton - interior design @designbyaikonik - flat lays and products



The Age of Influence

Author : Neal Schaffer

Publisher : HarperCollins Leadership

Page : 288 pages

File Size : 37,11 MB

Release : 2020-03-17

Category : Business & Economics

ISBN : 1400216370

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Book Description

The Age of Influence is an essential guide for marketing professionals and business owners who want to create and implement a highly effective, sustainable influencer marketing plan in order for their brands to succeed. We are amid an unprecedented digital transformation and tapping into this change is vital to any brand in today’s climate. Social media has democratized authority and influence, and information is created and consumed in ways that are constantly evolving. Internationally-recognized social media marketing expert Neal Schaffer explains how that shift plays a significant role in online marketing in the Influencer Era. Influencer marketing is about establishing relationships, turning fans into influencers, and leveraging that influence to share your message in a credible and authentic way. In The Age of Influence, Schaffer teaches entrepreneurs, marketing executives, and cutting-edge agencies how to: Identify,?approach, and engage the right influencers for their brand or product. Determine?what resources to put behind influencer campaigns. Manage the business side of influencer marketing, including tools that will help?measure ROI. Develop?their brand’s social media voice to become an influencer in its own right. This book is the definitive guide to addressing the issues disrupting marketing trends, including declining television viewership, growing social media audiences, effectively spreading their message digitally, and increasing usage of ad-blocking technology.



Digital PR

Author : Danny Whatmough

Publisher : Emerald Group Publishing

Page : 187 pages

File Size : 13,17 MB

Release : 2018-11-13

Category : Business & Economics

ISBN : 1787566226

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Book Description

The digital revolution has caused a seismic shift in the PR industry. It’s altered every corner of the industry, bringing challenges and opportunities in equal measure. This book describes where we’ve been, where we are and where we’re going. It’s a manual for practitioners looking for guidance and ideas on how best to navigate this changing space.