The Routledge Companion to Influencer Marketing

Introduction

Part I - Key Issues in Influencer Marketing

1. Researching Influencer and Creator Marketing

Robert V. Kozinets

2. Influencer Marketing Disclosure in Research and Practice: Past, Present and Future

Kristina Klein, Zeynep Karagür and Karolin Sannwald

3. Scroll, Like, Deceive: Influencers as Agents of Information Disorder

Giandomenico Di Domenico and Federico Mangió

4. A Typology of Deinfluencing: Brand Responses to a New Type of Consumer Power

Antje Cockrill

5. The Ethics of Influencer Labor: Precarity, Inequality, Hate, and Vulnerability in Digital Economies

Katie Lloyd

6. Cancel Culture, Digilantism and the Anti-Woke Backlash Movement

Antje Cockrill

Part II - Theorizing Influencer Marketing

7. From Fame to Feed: Adapting Celebrity Endorser Theories for Influencer Marketing

Kendra Fowler and Veronica L. Thomas

8. Parasocial Relationship Theory and Influencer Marketing: A Lifecycle Perspective on Parasocial Relationships with Influencers

Hayley Cocker, Rebecca Mardon and Kate Daunt

9. The Costs and Benefits of Online Followership: An Evolutionary Perspective

Meyrav Shoham, Edith Shalev and Ana Babić Rosario

10. Influencer Marketing: Reconceptualizing Influencers and Their Role in Consumer Well-Being

Amelie Burgess and David Matthews

11. Feeling Rules and Hybrid Emotional Appropriateness in Influencer Marketing

Anna-Bertha Heeris Christensen

12. Influencer Marketing as Assemblage: A Multi-Stakeholder Perspective on Influencer Authenticity

Barbara Duffek

Part III- Managing Influencer Marketing

13. Influencer Selection

Nils S. Borchers and Hanna Reinikainen

14. Measuring Influencer Marketing: Aligning Platforms, Academics, Industry and Influencers

Joyce Costello and Scott Guthrie

15. CGI, AI, and Virtual Influencers: Shaping the Future of Digital Brand Engagement

Yan Danni Liang and Hanh Nguyen Thi Phuoc Tran

16. Influencer Discovery Platforms: Technology and Transparency

Haoyang Gui, Thales Bertaglia, Catalina Goanta and Gerasimos Spanakis

17. Employee Influencers as Hybrid Organizational Actors: Strategy, Authority, and Voice

Joyce Costello

18. The Dark Side of Influencer Marketing for Brands and Society

Amir Ekhlassi

Part IV - Influencer Marketing Across Industries

19. Influencers as Innovation Conduits: An Analysis of the Cosmetics Market

Gulay Guzel and Eileen Fischer

20. Threads of Influence: Unpacking the Success of Fashion Influencers

Alice Audrezet and Marie-Agnès Parmentier

21. How to Make Music and Influence People: The Past, Present, and Future of Influence in the Music Industry

Richard Warr

22. B2B Influencer Marketing: A Review and Future Research Agenda

Heini Vanninen

23. Pet Influencers: Navigating Narrative and Sponsored Content

Ghalia Shamayleh

24. The Intersection of Religious Industries, Influencer Marketing, and the Religious Consumer Decision-Making Process

Rufus Adebayo and Collins I Akor

Part V - Influencer Marketing Around the World

25. Influencer Campaigns in the United States

Kelli S. Burns

26. Fashion Influencer Marketing in Sweden: Stereotypical Representations Shaping the Market

Emma Samsioe

27. Influencer Marketing in China: The Rise of Mommy Influencers in Social Commerce

Di Yang, Jenny Kennedy, Lauren Gurrieri and Amanda Spry

28. The Emergence of Influencer Marketing Research in Southern Africa: A Regional Review

Joy Tauetsile, Resego Morakanyane and Joyce Costello

29. Exploring Influencer Marketing in the Arab World: Where Modernity Meets Tradition

Hanan Ezzat

30. Conclusion: Influencer Marketing: Reflections and Future Research Directions

Hayley Cocker, Joyce Costello and Rebecca Mardon

Biography

Joyce Costello is Senior Lecturer in Marketing Management at Cardiff Metropolitan University, UK.

Hayley Cocker is Senior Lecturer in Marketing at Lancaster University Management School, Lancaster University, UK.

Rebecca Mardon is Reader (Associate Professor) in Marketing at Cardiff University, UK.