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The dynamics of influencer marketing : a multidisciplinary approach / edited by José M. Álvarez-Monzoncillo

Contributor(s): Material type: TextTextSeries: Routledge studies in marketing ; 24Publisher: London : Routledge, 2023Description: 1 online resource (ix, 210 pages) : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781003134176
Subject(s): DDC classification:
  • 658.8
Online resources:
Contents:
Making use of digital methods to study influencer marketing / Prince Chacko Johnson, Christian Sandström
The marketing of UGC, media industries and business influence : the Hydra of Lerna and the sword of Heracles / José M. Álvarez-Monzoncillo, Marina Santín
The power of algorithms and keys of participation / José Esteves
Reviewing the commercial and social impact of social media influencers / Chen Lou, Tiffany Chee, Xuan Zhou
The evolution of the influence business / Antonio Baraybar Fernández
Influencer marketing dynamics : the roles of social engagement, trust, and influence / Sylvia Chan-Olmsted, Hyehyun Julia Kim
How Instagram and YouTube users share news : algorithms, monetization and visibility on social media / Jonathon Hutchinson, Tim Dwyer
A cross-pollination of fame? : star athletes and influencers on Instagram / Emilio Fernández Peña, Natividad Ramajo, Adolfo Nieto
Crowd influences in branded communities : the case of crossfit / Anne Morawietz, Adele Berndt, Tomas Müllern
Three key practices of image building in entrepreneurial identity work of freelance journalists / Sven-Ove Horst, Toon Brouwers
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Item type Current library Collection Status Barcode
eBook (Free & Open Access) eBook (Free & Open Access) Accessible online Circulation Available EB-00651

Includes bibliographical references and index.

Making use of digital methods to study influencer marketing / Prince Chacko Johnson, Christian Sandström

The marketing of UGC, media industries and business influence : the Hydra of Lerna and the sword of Heracles / José M. Álvarez-Monzoncillo, Marina Santín

The power of algorithms and keys of participation / José Esteves

Reviewing the commercial and social impact of social media influencers / Chen Lou, Tiffany Chee, Xuan Zhou

The evolution of the influence business / Antonio Baraybar Fernández

Influencer marketing dynamics : the roles of social engagement, trust, and influence / Sylvia Chan-Olmsted, Hyehyun Julia Kim

How Instagram and YouTube users share news : algorithms, monetization and visibility on social media / Jonathon Hutchinson, Tim Dwyer

A cross-pollination of fame? : star athletes and influencers on Instagram / Emilio Fernández Peña, Natividad Ramajo, Adolfo Nieto

Crowd influences in branded communities : the case of crossfit / Anne Morawietz, Adele Berndt, Tomas Müllern

Three key practices of image building in entrepreneurial identity work of freelance journalists / Sven-Ove Horst, Toon Brouwers

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