LEADER 04891nam 22006015 450 001 9910886065503321 005 20240828130225.0 010 $a9783031635168 010 $a3031635167 024 7 $a10.1007/978-3-031-63516-8 035 $a(MiAaPQ)EBC31622069 035 $a(Au-PeEL)EBL31622069 035 $a(CKB)34455973700041 035 $a(DE-He213)978-3-031-63516-8 035 $a(EXLCZ)9934455973700041 100 $a20240828d2024 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aCelebrity, Social Media Influencers and Brand Performance $eExploring New Dynamics and Future Trends in Marketing /$fedited by Saloomeh Tabari, Qing Shan Ding 205 $a1st ed. 2024. 210 1$aCham :$cSpringer Nature Switzerland :$cImprint: Palgrave Macmillan,$d2024. 215 $a1 online resource (227 pages) 311 08$a9783031635151 311 08$a3031635159 327 $aChapter 1. Introduction -- Chapter 2. Conceptualising influencer, brand, and audience relationships on social media platforms -- Chapter 3. The effect of social media influencers on customers' perceived brand value, brand influencer, and purchase intention: A perspective of Gen Z -- Chapter 4. Impact of social media influencers (SMIs) on millennials choosing a travel destination -- Chapter 5. Advantages and disadvantages of using social media influencers -- Chapter 6. Research on the Effect of Brand Virtual Influencers Endorsement on Consumer Purchase Intention -- Chapter 7. Play or attack: Identity in the virtual world, a conceptual perspective on virtual influencers and influencer marketing -- Chapter 8. Virtual world, fear of missing out and its impact on impulsive buying -- Chapter 9. Virtual Influencers, the Future of Marketing and Branding? -- Chapter 10. Influencers, Materialism, Mental Health and Sustainability. 330 $aCelebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions. Indeed, companies devote a lot of resources on celebrity endorsement to exploit emotional bonds between consumers and brands in order to accomplish their desired brand image and increase brand awareness, differentiation, and brand loyalty. In short, brands that are endorsed by a favourite celebrity and influencer become more credible and trustworthy. This edited book examines this new era of marketing by focusing on the impact of employing celebrities, SMIs and virtual influencers to endorse the brand as a key advertising tactic. In particular, it focuses on the rise of social media usage and the corresponding changes in advertising strategies in the digital era. As well as exploring this rise of celebrity influencers and their value, the book also takes a critical lens, examining their roles in fuelling the growth of materialism, causing mental health issues among adolescents, and aiding the development of fast fashion. With this balanced and comprehensive approach, this book is an essential resource for anyone interested in the future of advertising. Saloomeh Tabari is a Lecturer in Marketing and Strategy at Cardiff Business School, Cardiff University. Her research centres on customer experience in particular intercultural communication and sensitivity in service and marketing. She has published her research in various leading international academic journals, books and presented at international conferences. Saloomeh is also on the editorial board of international journals and is currently the Associate Editor of the Journal of Islamic Marketing. Qing Shan Ding is a Senior Lecturer in Marketing at Huddersfield Business School, University of Huddersfield. His primary research interest is in consumer behaviour and branding, exploring how various cultural and identity factors influence brand preferences and purchase intentions. His research has been published in leading international journals and has recently moved into digital and social media marketing. 606 $aBranding (Marketing) 606 $aTelemarketing 606 $aInternet marketing 606 $aAdvertising media planning 606 $aBranding 606 $aDigital Marketing 606 $aMedia Planning 615 0$aBranding (Marketing) 615 0$aTelemarketing. 615 0$aInternet marketing. 615 0$aAdvertising media planning. 615 14$aBranding. 615 24$aDigital Marketing. 615 24$aMedia Planning. 676 $a658.827 700 $aTabari$b Saloomeh$01770033 701 $aDing$b Qing Shan$01770034 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910886065503321 996 $aCelebrity, Social Media Influencers and Brand Performance$94247171 997 $aUNINA