The Science Behind Swaying Others
- Available for pre-order. Item will ship after December 30, 2020
Influencers’ impact on marketing and communications has risen rapidly – but there has been no authoritative resource on the theory and practice of influencer marketing. This book organizes and summarizes the current body of research, to educate and inspire decision makers, researchers, students, and influencers themselves. Diving deeper than the myriad ‘how-to’ books on the influencer phenomenon, this book brings in frameworks from marketing, sociology, psychology, and communication studies, and explores a range of sectors, including sports and fitness, business and technology, fashion and beauty, and nonprofits. Starting with an introduction to influencers, clearly written chapters go on to discuss issues such as: • The differences between influencers, sponsors, and celebrity endorsers • The two-way impact of influencers on commercial, social, and political ecosystems • Regulations on influencers, and the implications for public policy • Risks and challenges for influencers, including ethical considerations • The future of influencers in marketing, for both brands and consumers Instructors, students, and professionals will appreciate international examples from multiple industries applying theories to the real world, along with thought-provoking end-of-chapter questions to enable readers to put research to work in their own specific contexts.
Table of Contents
1. Introduction to influencers 2. Influencers in ecosystems 3. Who are the influencers and what do we know about them? 4. How influencers are regulated 5. Barriers and challenges to consider 6. Endorsers and influencers - clarifying the boundaries 7. How influence is measured and evaluated 8. The future for influencers
T. Bettina Cornwell is the Edwin E. and June Woldt Cone Professor of Marketing in the Lundquist College of Business at the University of Oregon, USA. Helen Katz is the Senior Vice President and Director of Publicis Groupe, Chicago, and an Adjunct Professor at DePaul University, USA.