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eBook Details:
Full title: Influencer: The Science Behind Swaying Others 1st Edition
Edition: 1st
Copyright year: 2021
Publisher: Routledge
Author: T. Bettina Cornwell; Helen Katz
ISBN: 9780367468491
Format: PDF
Description of Influencer: The Science Behind Swaying Others 1st Edition:
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
