Influencer Marketing Building Brand Communities and Engagement

Part 1: Exploring Influencer Marketing: Ecosystems, Partnerships, and Selection  

1. The Influencer Ecosystem and What it Means to be an Influencer 

Sevil Yesiloglu

2. Leveraging Brand-Influencer Partnerships: Strategies and Typologies for an Effective Marketing Collaboration 

Ioanna Karagiorgou

3. Swipe Right: Ensuring Congruence in Selection and Recruitment of Influencers 

Joyce Costello and Maisy Robertson

4. Brand and Influencer Partnerships: Not Just for One Campaign  

Ahmed Almoraish

Part 2: Global Perspective on Influencer Marketing 

5. Influencer Marketing in Egypt: An Exploration into Generational Perspectives 

Nadine Moustafa, Keith Glanfield and Joyce Costello

6. Hidden Influences in Chinese Streaming Platforms Under an Algorithmic Gaze: How Influencers Use Straightbaiting and Queer Representation

Zhen Troy Chen 

7. The Engaging Tripods of Influencer Marketing, Influencers and Affiliate Marketing: Establishing Current Nexus between Nigeria and South Africa Contexts

Rufus O. Adebayo, Udoh J. Akpan and Adeola A. Ayodele

8. Trendsetters Unveiled: Exploring the Dynamics of Influencer Marketing in Pakistan and India 

Mehwish Zia Mufti

Part 3: The Dark Side of Influencer Marketing 

9. Sharenting or Oversharing: Parents, Children and Family Influencers 

Alexandra Ruiz-Gomez

10. Influencers at Risk: Cancel Culture 

Antje Cockrill

11. The De-influencing Movement: Will it Harm or Help Influencer Marketing? 

Jie Sheng and Sevil Yesiloglu

12. Artificial Intelligence: Helping or Harming the Creative Spirit 

Kelli S. Burns

13. Influence Under Siege: Safeguarding Influencers from Cyber Threats  

Bobby Brooks and Joyce Costello

Part 4: Ethical and Future Aspects of 'Influencer Marketing' 

14. Villains, Victims, or Champions? Unmasking the Polarising Narratives Surrounding Influencers and Ethics 

Aya Aboelenien and Ai Ming Chow

15. Virtual Influencers: The New Faces of Fame in the Metaverse and Beyond 

Aishwarya Singhal, Rodrigo Perez-Vega, and Cristina Miguel

16. Influencer Marketing: Lessons Learned in the Second Wave and Moving Forward

Joyce Costello

Biography

Joyce Costello, PhD is a senior lecturer and programme director of the Marketing degrees (Advertising, Branding, Marketing Management, PR, and Sales) at Cardiff Metropolitan University. She is the co-editor of Influencer Marketing: Building Brand Communities and Engagement book (2020) and the co-author Advertising in the Digital Age: Theories and Practice book (Sage). Costello spent 21 years as a broadcast journalist and public affairs specialist with the US Army/Department of Army before entering academia. She brings to the classroom a wide variety of experience in dealing with international crises around the world as well as public sector integrated marketing campaigns and setting up employee influencer programs. Her research focus is on public service motivation and the public sectors integration of influencer marketing. She is looking for PhD candidates who are wanting to explore the dark side of influencer marketing.

Sevil Yesiloglu, PhD researches the area of digital marketing communications including online harms, brand related content, influencer marketing and social media engagement. She is a senior lecturer in Marketing at Queen Mary University of London and a senior fellow in HEA. Yesiloglu is co-editor of Influencer Marketing: Building Brand Communities and Engagement book (2020). She is co-author of Advertising in the Digital Age: Theories and Practice book (Sage). She has contributed to policy work in influencer culture, defining influencers and digital economy, and is cited in various UK and European government documents (DCMS, European Parliament). Yesiloglu advised major media brands and agencies like Hearst, PhD media, Wearisma at a strategy level on ways to capitalise digital promotional content.