Influencer Marketing Building Brand Communities and Engagement 2nd Edition By Joyce Costello, Sevil Yesiloglu
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Influencer Marketing Building Brand Communities and Engagement 2nd Edition By Joyce Costello, Sevil Yesiloglu

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Pages
349
File size
2.31 MB
Format
Digital PDF
Course
Business
Category
eBook[PDF]
About this ebook
The second edition of Influencer Marketing: Building Brand Communities and Engagement by Joyce Costello and Sevil Yesiloglu, published by Routledge, is structured into four core thematic sections. It blends foundational academic theories with real-world lived experiences from influencers and marketing agencies. [1, 2, 3, 4, 5]
The primary topics and new updates featured in this textbook include:
1. Strategy and Campaign Management
  • Recruitment Processes: Strategies for agency recruitment and finding the right talent.
  • Influencer Selection: Frameworks to evaluate and select the right influencers for targeted brand messages.
  • Brand-Influencer Partnerships: How to structure professional, long-term brand collaborations.
  • Efficacy Tracking: Advanced metrics and measurements to properly evaluate campaign success and ROI. [1, 2, 3]
2. Emerging Trends and Technological Impacts
  • Artificial Intelligence: The growing impact of AI on content creation and campaign automation.
  • Virtual Influencers: The strategic rise and management of digital, computer-generated avatars.
  • De-influencing: Analyzing the consumer trend of warning audiences against buying specific commercial goods.
  • Sharenting: Exploring the ethics and marketing implications surrounding parents sharing content of their children online. [1]
3. Global and Cultural Perspectives
  • Cross-Border Promotions: In-depth analysis of cultural differences and marketing strategies across various international landscapes.
  • Regional Case Studies: Targeted market insights focused specifically on China, Egypt, India, Nigeria, Pakistan, and South Africa. [1]
4. Risk, Ethics, and Regulation
  • The "Dark Side" of Influencing: Addressing the hidden drawbacks, online harms, and negative consumer effects of digital campaigns.
  • Influencer Crisis and Care: Guidelines for managing public relations crises and protecting stakeholder mental wellbeing.
  • Regulatory Frameworks: Emerging global compliance laws and legal guidelines impacting influencers, brands, and agencies. [1, 2, 3, 4]

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Topics

Analyzing the consumer trend of warning audiences against buying specific commercial goods. Brand-Influencer Partnerships: How to structure professional computer-generated avatars. Cross-Border Promotions: In-depth analysis of cultural differences Efficacy Tracking: Advanced metrics and measurements Emerging Trends and Technological Impacts ethics and marketing implications surrounding parents sharing content of their children online Influencer Crisis and Care: Guidelines for managing public relations crises Influencer Selection: Frameworks to evaluate and select the right influencers marketing strategies across various international landscapes Recruitment Processes: Strategies for agency recruitment and finding the right talent. Regulatory Frameworks: Emerging global compliance laws and legal guidelines The "Dark Side" of Influencing: Addressing the hidden drawbacks The growing impact of AI on content creation and campaign automation. The strategic rise and management of digital
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