Influencer Marketing : Building Brand Communities and Engagement.

Cover -- Half Title -- Title Page -- Copyright Page -- Table of contents -- Contributors -- Introduction -- part 1 Exploring influencers and influencer marketing -- chapter 1 The rise of influencers and influencer marketing -- Learning outcomes -- Being influential and influencers -- Becoming an influencer on social media -- Influencers and content creation -- Influencer marketing: What makes it work? -- The power of electronic word of mouth -- Influencers, branded content, and purchase decisions -- Work relationship between influencers and brands -- Summary -- Case study: The rise of an influencer - Joe Wicks as a healthy living guru -- His content strategy on social media: What makes him an influencer? -- References -- chapter 2 Social media influencers versus traditional influencers: Roles and consequences for traditional marketing campaigns -- Learning outcomes -- Traditional forms and types of influencers -- A brief history of "celebrification" -- Marketing strategies and traditional influencers: the case of celebrity endorsement -- The emergence of a new category of influencers -- Rise of micro-celebrities: from unknowns to celebrities -- Social media influencers as micro-celebrities -- Success criteria of social media influencers compared to traditional influencers -- Relatability -- Reachability -- Trustworthiness -- Future research: Establishing an agenda to deepen our understanding of influencer marketing -- Summary -- Case studies on social media influencers -- Kylie Jenner: From socialite to influencer, turned product maker -- Glossier: Defying current cosmetic giants by adopting influencer marketing strategies -- References -- chapter 3 Identifying and selecting the right influencers in the digital era -- Learning outcomes -- Influencers in the digital era -- Social media influencer categories.

How to identify and select the right influencers in the digital era -- Reach -- Relevance -- Resonance -- The three steps in identifying and selecting influencers -- Summary -- Case study: The Coop Lombardia choice of influencers -- References -- chapter 4 How to map and select digital influencers for marketing campaigns -- Learning outcomes -- An integrative perspective on selecting individuals for influencer marketing campaigns -- Methodology -- Data collection -- Data analysis -- Two logics behind the influencer marketing practice -- Influencer marketing based on a media logic -- Influencer marketing based on a public relations logic -- Current practices for selecting digital influencers -- Selecting digital influencers - the battery company case -- Discussion: how to improve the selection of digital influencers -- Notes -- References -- part 2 Influencers as part of marketing communication campaigns -- chapter 5 Choosing the right influencer for your brand -- Learning outcomes -- Who is the right influencer? -- Authenticity -- Persuasiveness -- Source credibility -- Trustworthiness -- Expertise -- Power -- How can we find the right influencer? -- Consumer-based antecedents -- Influencer-consumer fit -- Content-consumer fit -- Product-influencer fit -- Brand-influencer fit -- Influencer-based antecedents -- Commercial orientation -- Self-presentation -- Popularity -- Originality -- Uniqueness -- Ethical -- Additional determinant factors -- Generation -- Language -- Content creativity -- Information credibility -- What if we find the right influencer? -- Engagement with the brand/product -- Brand attitude -- Buying intention -- Summary -- Case study: What if there is a self-created influencer? #hihieved -- Questions -- Note -- References.

chapter 6 Post-millennials and their motivation to engage with influencers' brand-related content on Instagram -- Learning outcomes -- The emergence of influencer marketing -- The rise of Instagram -- Influencer marketing and engagement on social media -- Self-determination theory: understanding motivations -- Empirical study -- Motivations of consuming influencers' brand-related content -- Fear of Missing Out (FOMO) -- Information seeking -- Inspiration -- Surveillance -- Pre-purchase -- Enjoyment -- Motives for contributing to influencers' brand-related content on Instagram -- Remuneration -- Socializing -- Positive recognition from the influencer -- Helping the influencer -- Insights and applicability -- Summary -- Case study: GOODFOODS's recipe for influencer marketing success -- Weronika Was´kiw, Travel PR -- References -- chapter 7 Parasocial relationships of Generation Z consumers with social media influencers -- Learning outcomes -- The influencer marketing phenomenon -- From admiring celebrities to forming personal connections -- Relationships with influencers -- Theoretical background -- Opinion leadership on social media -- Parasocial relationship theory -- Methods and data -- Findings -- Four requirements of parasocial relationships -- The three types of parasocial relationships -- Discussion -- Managerial implications -- Summary -- Case study: Food bloggers promoting poultry resulted in mixed reactions -- References -- chapter 8 Can you make the world more sustainable with influencers?: Exploring consumers' motivations to engage with influencers' sustainable content on Instagram -- Learning outcomes -- Influencer marketing and influencers -- Influencers and their followers on social media -- The power of Instagram influencers -- The concept of engagement -- Parasocial interaction approach -- Types of online engagement.

Investigating influencers' sustainable behavior and their engagement with consumers -- The study -- Data analysis -- Motivations and content of Instagram users to engage with sustainable content -- Information seeking -- Like-minded conversation and socializing -- Self-expression -- Helping others -- Influencer passion -- Types of content and their influence on engagement -- Educational/informative content -- Emotional content -- Content and physical attractive (or attractive content?) -- Future direction -- Summary -- Case study: An agency's adaptation to COVID-19 -- Raluca Rusoiu, Crowd - Global Creative Agency -- Note -- References -- chapter 9 Female environmental influencers on Instagram -- Learning outcomes -- Environmental activism -- Socialization theory and gender values -- Women and online participation -- Empirical study -- Activism -- Influencers' pro-environmental behaviors and the promotion of public activism -- Public activism -- Veganism -- Empathy -- Criticism of humans' abuse of animals -- Vegan consumption -- Veganism as a balanced diet -- Zero waste -- Do it yourself (DIY) -- Minimalist aesthetics -- Making sustainable choices -- Reflecting on environmental influencers and Instagram -- Implications -- Summary -- References -- part 3 The dark side of influencers -- chapter 10 "Hope this is not sponsored" - Is an influencer's credibility impacted when using sponsored versus non-sponsored con -- Learning outcomes -- Endorsements over original content -- The attraction to YouTube -- Source credibility model -- Credibility in sponsored and non-sponsored content -- Attractiveness in the eye of the beholder -- Trustworthiness -- Expertise -- The investigation -- Attractiveness, trustworthiness, and expertise differ -- Summary -- The case of the grey area of unboxing videos -- References.

chapter 11 The monetization of opinions: An investigation into consumer responses to covert endorsement practices on Instagram -- Learning outcomes -- Source credibility -- Covert marketing -- Disclosure -- An exploratory empirical study -- Findings and discussion -- Responses to covert and overt sponsored endorsements on Instagram -- Relationship strength -- Product-endorser congruence -- Staged authenticity -- Disclosure and activation of consumers' conceptual and attitudinal persuasion knowledge -- Transparency -- Unambiguity -- Proximity -- Implications of covert sponsored endorsement on perceptions and attitudes towards endorsers and brands -- Opportunistic evasiveness -- Reactance and rejection -- Brand-led societal exploitation -- Synthesis of findings and discussion -- Implications for industry -- Summary -- References -- chapter 12 The art of deception: Will fake followers decay trust and can authenticity preserve it? -- Learning outcomes -- The pressure rises -- Fake followers and bots within influencer marketing -- Brand authenticity theory -- Can you be authentic without trust? -- Customer engagement theory -- Investigating fashion influencers on Instagram -- Going forward -- Summary -- The case of who is to blame? The influencer or the agency that sold them fake followers -- References -- part 4 Legal and future aspects of influencer marketing -- chapter 13 Influencer marketing and the law -- Learning outcomes -- Social media and copyright law -- Who owns the image? Copyright -- Fair use -- Transformative and commercial use -- 1) Nature of the original work -- 2) Amount of the work copied -- 3) Damage caused -- Implied license -- Registration -- Enforcement -- Terms and conditions of platforms -- Influencers and advertising rules -- Advertising standards -- UK: Advertising Standards Authority and Competition &amp -- Markets Agency.

US: Federal Trade Commission.

This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities. Influencers offer brands the ability to deliver the "right" communication and marketing messages to a specific target audience.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.