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Influencer 1st Edition T Bettina Cornwell Helen E Katz

  • SKU: BELL-33185556
Influencer 1st Edition T Bettina Cornwell Helen E Katz
$ 31.00 $ 45.00 (-31%)

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Influencer 1st Edition T Bettina Cornwell Helen E Katz instant download after payment.

Publisher: Routledge
File Extension: PDF
File size: 4.85 MB
Pages: 118
Author: T. Bettina Cornwell, Helen E. Katz
ISBN: 9780367468491, 0367468492
Language: English
Year: 2020
Edition: 1

Product desciption

Influencer 1st Edition T Bettina Cornwell Helen E Katz by T. Bettina Cornwell, Helen E. Katz 9780367468491, 0367468492 instant download after payment.

Diving deeper than the many "how-to" books on the influencer phenomenon, this book brings in frameworks from marketing, sociology, psychology, and communication studies to redefine the influencer as a persona (related to a person, group of people, or organization) that possesses greater than average sway over others. Cornwell and Katz go on to:

introduce the influencers, macro and nano, authentic and inauthentic, ascending and fading; 

consider their relationship to brands in the marketing ecosystem, along with regulations that set limits on influencer marketing; 

describe how influence is measured and evaluated and look into the future; and 

bring together the latest research on influencer marketing and organize it for the reader.

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