My Wish Lists Login / Join

Influencer

The Science Behind Swaying Others

By: T. Bettina Cornwell, Helen Katz

Write A Review

Hardcover | 29 December 2020 | Edition Number 1

At a Glance

Hardcover
130 Pages

Dimensions(cm)
22.86 x 15.24 x 0.97

Hardcover

$595.99

or 4 interest-free payments of $149.00 with

Ships in 10 to 15 business days

The influential are no longer only those with celebrity status - but until now there has been no authoritative resource on the theory and practice of influencer marketing. This book will educate and inspire decision makers, researchers, students, and influencers themselves.?

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

The book serves both those who want to understand the science behind influencer marketing and those who want to most effectively employ influencers in brand strategy. Instructors, students, and professionals will appreciate international examples from multiple industries applying theories to the real world.

The Open Access version of this book, available at http://www.taylorfrancis.com, has been made available under a Creative Commons [Attribution-Non Commercial-No Derivatives (CC-BY-NC-ND)] 4.0 license.

Industry Reviews

"[The authors] offer readers a compelling deep dive into influencer marketing-stepping beyond the saturated field of 'how-tos'...Although social media influencers and influencer marketing promote 'unattainable lifestyles' (p. 146), Cornwell and Katz's text is anything but-it is approachable, engaging, and relatable; detailed and informative without becoming too granular; example-based, although not overpowering. Each chapter may appear as a laundry list of related topics; however, the style in which the coauthors present the information is representative of the ever-changing field. The pair is also cognizant of the overwhelming nature of this topic, and they are careful not to bombard the reader with content. The example-based design of the book is an astute approach-ensuring each topic, concept, model, and theory is tangible, while aiding in simplification and comprehension." -International Journal of Communication 17(2023)

Shipping

	Standard Shipping	Express Shipping
Metro postcodes:	$9.99	$14.95
Regional postcodes:	$9.99	$14.95
Rural postcodes:	$9.99	$14.95

Orders over $79.00 qualify for free shipping.

How to return your order

At Booktopia, we offer hassle-free returns in accordance with our returns policy. If you wish to return an item, please get in touch with Booktopia Customer Care.

Additional postage charges may be applicable.