The Dynamics of Influencer Marketing: A Multidisciplinary Approach

Users of YouTube and Instagram become content prescribers, opinion leaders, and people of influence, with the book analyzing their influence capacity, intimate aspects shared, beneficiaries, business behind, dangers, cultural industries, legislation, privacy, fake news, and owner of content. It combines the visions of experts from the academic world and provides a structured framework to understand the new era of influencing, including the dark sides.

Format: Hardback
Length: 210 pages
Publication date: 08 August 2022
Publisher: Taylor & Francis Ltd

Social media platforms like YouTube, Instagram, Facebook, Vimeo, Twitter, and more operate with their unique logics, dynamics, and diverse audiences. This book delves into the fascinating phenomenon of how users of these platforms, particularly those on YouTube and Instagram, emerge as content prescribers, opinion leaders, and influencers. It explores the extent of their influence capacity, the reasons behind sharing intimate or personal aspects with unknown people, the significant beneficiaries of this interaction, the balance between vanity and altruism, the business behind these social networks, the potential risks and dangers they entail, the estimated economic impact, the transformative effects on cultural industries, the relevant legislation, and its impact on sponsored communications. The book also addresses concerns about user privacy, the ownership of content, the role of platforms in spreading fake news, and the multifaceted perspectives of technology, economics, sociology, psychology, and law in understanding the evolving landscape of influencer marketing.

Drawing from the insights of numerous experts from the academic realm, The Dynamics of Influencer Marketing offers a comprehensive framework that encompasses a wide range of perspectives to unravel the complexities of this new era of influencing. This book is of utmost interest to marketing scholars and researchers, as well as to numerous other fields that are impacted by the phenomenon of social media influence.

Weight: 566g
Dimension: 234 x 156 (mm)
ISBN-13: 9780367678906