Influencer Marketing: Building Brand Communities and Engagement 2nd Edition By Joyce Costello, Sevil Yesiloglu
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- 2.31 MB
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- Education
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About this ebook
Influencer Marketing: Building Brand Communities and Engagement" (2nd Edition), edited by Joyce Costello and Sevil Yesiloglu, is a comprehensive textbook structured around four core structural sections. The second edition features critical updates covering recent trends like generative AI, the "de-influencing" movement, and virtual reality. [1, 2]
The textbook covers the following key parts and subjects: [1]
Part 1: Exploring Influencer Marketing: Ecosystems, Partnerships, and Selection
- The Influencer Ecosystem: Defining what it means to be an influencer and how they impact brand strategies.
- Brand–Influencer Partnerships: Strategies and typologies for building long-term, effective collaborations.
- Selection and Recruitment: Methods for ensuring congruence and cultural alignment during agency recruitment and influencer vetting.
- Metrics and Efficacy: Frameworks for campaign integration, measuring performance, and evaluating the success of community engagement. [1, 2, 3]
Part 2: Global Perspectives on Influencer Marketing
- Cross-Border Promotions: Comparative analyses of cultural differences and marketing strategies across various global environments, including China, Egypt, India, Nigeria, Pakistan, and South Africa. [1]
- Algorithmic Gaze & Platforms: Hidden dynamics on streaming and social platforms, including niche representations and consumer targeting. [1]
- Affiliate & Regional Dynamics: Exploring how regional trendsetters blend lifestyle content with affiliate marketing models. [1]
Part 3: The Dark Side of Influencer Marketing
- Sharenting & Family Influencers: Ethical boundaries, oversharing, and the commercial utilization of children by parent influencers.
- Cancel Culture & Crisis Care: Managing influencer public relations crises and the psychological risks of online backlash.
- De-Influencing Trends: The rise of honest-review culture, pushback against hyper-consumerism, and its structural risk to traditional sponsorship models.
- Cyberthreats: Safeguarding creator profiles and brand properties from security and digital breaches. [1, 2]
Part 4: Ethical, Regulatory, and Future Aspects
- Polarizing Ethics: Evaluating legal and ethical frameworks, and the shifting regulatory impacts confronting brands, agencies, and creators alike. [1, 2]
- Artificial Intelligence: Exploring how generative AI impacts creative workflows and content co-creation. [1]
- Virtual Influencers: The introduction of synthetic avatars and computer-generated personalities as new brand ambassadors in the metaverse and beyond. [1, 2]
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