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 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)