Influencer: The Science Behind Swaying Others

Influencer marketing is no longer just for celebrities, and this book provides an authoritative resource on the theory and practice of influencer marketing. It introduces influencers as personas with greater than average sway over others, considers their relationship to brands, measures and evaluates influence, and looks into the future. International examples from multiple industries are provided.

Format: Paperback / softback
Length: 118 pages
Publication date: 30 December 2020
Publisher: Taylor & Francis Ltd

The realm of influence extends far beyond the realm of celebrity status, and until now, there has been a glaring gap in authoritative resources on the theory and practice of influencer marketing. This groundbreaking book aims to bridge that gap and empower decision-makers, researchers, students, and influencers alike.

Diving deeper than the plethora of how-to books on the influencer phenomenon, this book employs frameworks from marketing, sociology, psychology, and communication studies to redefine the influencer as a persona—related to a person, group of people, or organization—that possesses a greater-than-average sway over others. Authors Cornwell and Katz take readers on a comprehensive journey, exploring the diverse categories of influencers, including macro and nano influencers, authentic and inauthentic influencers, ascending and fading influencers, and their intricate relationships with brands within the marketing ecosystem. They also delve into the regulatory frameworks that govern influencer marketing, shedding light on the ethical considerations and potential risks associated with this emerging field.

In addition to providing a comprehensive overview, the book delves into the measurement and evaluation of influence, shedding light on the methodologies and tools used to quantify and assess the impact of influencers on brand perception and engagement. It also prognosticates the future of influencer marketing, forecasting emerging trends and best practices that will shape the industry in years to come.

What sets this book apart is its commitment to bringing together the latest research on influencer marketing in a user-friendly and accessible format. Organized in a clear and concise manner, the book serves as a valuable resource for both those who seek to understand the science behind influencer marketing and those who aspire to leverage influencers effectively in their brand strategies. Instructors, students, and professionals across various industries will find international examples and real-world applications of theoretical frameworks, making it an invaluable tool for both academic study and practical application.

Moreover, the Open Access version of this book, available at http://www.taylorfrancis.com, has been made available under a Creative Commons [Attribution-Non Commercial-No Derivatives (CC-BY-NC-ND)] 4.0 license. This licensing agreement ensures that the content is freely accessible to anyone, allowing for widespread dissemination and collaboration.

In conclusion, the influence of influencers is on the rise. This book serves as a comprehensive and inspiring guide for decision-makers, researchers, students, and influencers alike, equipping them with the knowledge and tools necessary to navigate the complex world of influencer marketing and drive meaningful impact in their respective fields.

Weight: 204g
Dimension: 152 x 228 x 11 (mm)
ISBN-13: 9780367468491