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035   $a(CKB)5840000000054360
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035   $a(oapen)https://directory.doabooks.org/handle/20.500.12854/90727
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100   $a20221224d2023      uy             0
101 0 $aeng
135   $aur|||||||||||
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 00$aDynamics of Influencer Marketing $eA Multidisciplinary Approach /$feditor Jose? M. A?lvarez-Monzoncillo
210   $cTaylor & Francis$d2023
210  1$aLondon, United Kingdom :$cTaylor & Francis,$d2023.
215   $a1 online resource (220 pages)
225 1 $aRoutledge Studies in Marketing
311   $a1-000-68693-0 
311   $a0-367-67890-X 
330   $aYouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence. What influence capacity do they have? Why are intimate or personal aspects shared with unknown people? Who are the big beneficiaries? How much is vanity and how much altruism? What business is behind these social networks? What dangers do they contain? What volume of business can we estimate they generate? How are they transforming cultural industries? What legislation is applied? How does the legislation affect these communications when they are sponsored? Is the privacy of users violated with the data obtained? Who is the owner of the content? Are they to blame for "fake news"? In this changing, challenging and intriguing environment, The Dynamics of Influencer Marketing discusses all of these questions and more. Considering this complexity from different perspectives: technological, economic, sociological, psychological and legal, the book combines the visions of several experts from the academic world and provides a structured framework with a wide approach to understand the new era of influencing, including the dark sides of it. It will be of direct interest to marketing scholars and researchers while also relevant to many other areas affected by the phenomenon of social media influence.
410  0$aRoutledge Studies in Marketing Series
517   $aDynamics of Influencer Marketing
606   $aAdvertising$xPlanning
606   $aCommunication in marketing
606   $aSocial media
606   $aMarketing
610   $aSales and marketing;Media, entertainment, information and communication industries
615  0$aAdvertising$xPlanning.
615  0$aCommunication in marketing.
615  0$aSocial media.
615  0$aMarketing.
676   $a658.8
700   $aAlvarez-Monzoncillo$b Jose M$4edt$01356533
702   $aA?lvarez-Monzoncillo$b Jose? M.
801  0$bNjHacI
801  1$bNjHacl
906   $aBOOK
912   $a9910585987703321
996   $aDynamics of Influencer Marketing$93361132
997   $aUNINA