000			02832cam a2200445 i 4500
999			_c200449460 _d67672
003			TR-AnTOB
005			20221018092834.0
007			ta
008			200611s2021 nyu b 001 0 eng
010			_a 2020027019
020			_a9780367338664 _q(hardback)
020			_a9780367338688 _q(paperback)
020			_z9780429322501 _q(ebook)
040			_aDLC _beng _erda _cDLC _dTR-AnTOB
041	0		_aeng
042			_apcc
050	0	0	_aHF5415 _b.I548 2021
090			_aHF5415 _b.I548 2021
245	0	0	_aInfluencer marketing : _bbuilding brand communities and engagement / _cedited by Sevil Yesiloglu and Joyce Costello.
250			_a1 Edition.
263			_a2101
264		1	_aNew York : _bRoutledge, _c2021.
300			_axii, 310 pages ; _c27 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
520			_a"This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities. Influencers - those who can impact a brand's marketing and advertising strategies as well as build brand communities - are making extensive use of the new digital and traditional communications platforms. Influencers offer brands the ability to deliver the "right" communication and marketing messages to a specific target audience. Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select the right influencers and measure their success, the dark side of influencer marketing, and the legal and ethical framework. With contributions from authors across the globe, each chapter is also accompanied by an in-depth case study - from the Kardashians to Malala Yousafzai - that demonstrates how the theory translates to practice. Influencer Marketing is important reading for advanced, postgraduate and executive education students of Marketing, Digital Marketing, Marketing Communications, Brand Management and Public Relations. With its accessible style and practical content, it is also highly valuable for Marketing Communications, Branding and PR specialists"-- _cProvided by publisher.
650		0	_aMarketing _9286
650		0	_aInfluence (Psychology) _963197
650		0	_aSocial media _9123837
650		0	_aCommunication in marketing _957624
650		0	_aAdvertising _xPlanning, _92123
653			_aMarketing--Social aspects
700	1		_aYesiloglu, Sevil _eeditor _9138851
700	1		_aCostello, Joyce _eeditor _9138852
776	0	8	_iOnline version: _tInfluencer marketing _b1. _dNew York : Routledge, 2021. _z9780429322501 _w(DLC) 2020027020
942			_2lcc _cBK