Influencer Marketing: Building Brand Communities and Engagement

by Sevil Yesiloglu (Editor), Joyce Costello (Editor)

Overview

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 Joe Wicks – 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.

Product Details

ISBN-13:	9780367338688
Publisher:	Taylor & Francis
Publication date:	11/30/2020
Pages:	322
Product dimensions:	6.88(w) x 9.69(h) x (d)

About the Author

Sevil Yesiloglu P.h.D., is a senior lecturer in Advertising at London College of Communication, University of Art London, UK.

Joyce Costello P.h.D., is a Public Affairs Specialist for the US Army, and was previously a senior lecturer in Digital Marketing at Bournemouth University, UK.

Table of Contents

List of contributors ix

Introduction Sevil Yesiloglu Joyce Costello 1

Part 1 Exploring influencers and influencer marketing 5

1 The rise of influencers and influencer marketing Sevil Yesiloglu 7

2 Social media influencers versus traditional influencers: Roles and consequences for traditional marketing campaigns Marina Leban Benjamin G. Voyer 26

3 Identifying and selecting the right influencers in the digital era Sabina Riboldazzi Antonella Capriello 43

4 How to map and select digital influencers for marketing campaigns Benjamin Rosenthal Adriana Arcuri 59

Part 2 Influences as part of marketing communication campaigns 77

5 Choosing the right influencer for your brand Ayse Bengi Ozcelik Eser Levi 79

6 Post-millennials and their motivation to engage with influencers' brand-related content on Instagram Sevii Yesiloglu Simrit Gill 98

7 Parasocial relationships of Generation Z consumers with social media influencers Elina Närvänen Tytti Kirvesmies Elina Kahri 118

8 Can you make the world more sustainable with influencers? Exploring consumers' motivations to engage with influencers' sustainable content on Instagram Sevil Yesiloglu Weronika Waskiw 136

9 Female environmental influencers on Instagram Irene Quintana Ramos Fiona Cownie 159

Part 3 The dark side of influencers 177

10 "Hope this is not sponsored" - Is an influencer's credibility impacted when using sponsored versus non-sponsored content? Joyce Costello Klaudia Maria Urbanska 179

11 The monetization of opinions: An investigation into consumer responses to covert endorsement practices on Instagram James Harrison Fiona Cownie 196

12 The art of deception: Will fake followers decay trust and can authenticity preserve it? Joyce Costello Laura Biondi 215

Part 4 Legal and future aspects of infiuencer marketing 233

13 Influencer marketing and the law Hayleigh Bosher 235

14 Taking the biscuit: Exploring influencers, advertising, and regulation Iain MacRury 250

15 Virtual influencers: More human than humans Scott Guthrie 271

16 Influencer marketing: Lessons learned and moving forward Joyce Costello 286

Index 302

Editorial Reviews

"Influencer Marketing sets out vital conceptual frameworks, practitioner and consumer insights, international case studies and inspiring research with a clarity and authority that is inviting for students and indispensable for scholars. From consumer engagement to covert marketing, this is an expert guide to the practices of influencer marketing, and their implications."

Jonathan Hardy, Professor of Communications and Media, University of the Arts London, UK

From the Publisher