MARC details
| 000 -LEADER |
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| fixed length control field |
03482nam a22002177a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20230316121604.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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230316b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780367678906 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.8 |
| Item number |
ALV |
| 245 ## - TITLE STATEMENT |
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| Title |
The dynamics of influencer marketing: |
| Remainder of title |
a multidisciplinary approach |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Name of publisher, distributor, etc. |
Routledge |
| Place of publication, distribution, etc. |
New York |
| Date of publication, distribution, etc. |
2023 |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
ix, 210 p. |
| 365 ## - TRADE PRICE |
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| Price type code |
GBP |
| Price amount |
130.00 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc. note |
Table of Contents<br/>Introduction<br/><br/>José M. Álvarez-Monzoncillo<br/><br/> <br/><br/>Chapter 1. Making use of digital methods to study influencer marketing<br/><br/>Prince Chacko Johnson and Christian Sandström<br/><br/>Chapter 2. The marketing of UGC, media industries and business influence: the Hydra of Lerna and the Sword of Heracles<br/><br/>José M. Álvarez-Monzoncillo and Marina Santín<br/><br/>Chapter 3. The power of algorithms and keys of participation<br/><br/>José Esteves<br/><br/>Chapter 4. Reviewing the Commercial and Social Impact of Social Media Influencers<br/><br/>Chen Lou, Tiffany Chee and Xuan Zhou<br/><br/>Chapter 5. The evolution of the influence business<br/><br/>Antonio Baraybar<br/><br/>Chapter 6. Influencer Marketing Dynamics: The Roles of Social Engagement, Trust, and Influence<br/><br/>Sylvia Chan-Olmsted and Hyehyun Julia Kim<br/><br/>Chapter 7. How Instagram & YouTube Users Share News: Algorithms, Monetization and Visibility on Social Media<br/><br/>Jonathon Hutchinson and Tim Dwyer<br/><br/> <br/><br/>Chapter 8. A Cross-pollination of Fame? Star Athletes and Influencers on Instagram<br/><br/>Emilio Fernández Peña, Natividad Ramajo and Adolfo Nieto<br/><br/>Chapter 9. Crowd influences in branded communities: the case of CrossFit<br/><br/>Anne Morawietz, Adele Berndt and Tomas Müllern<br/><br/>Chapter 10. Three key practices of imagine building in entrepreneurial identity work of freelance journalists<br/><br/>Sven-Ove Horst and Toon Brouwers |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc. |
YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence.<br/><br/>What influence capacity do they have? Why are intimate or personal aspects shared with unknown people? Who are the big beneficiaries? How much is vanity and how much altruism? What business is behind these social networks? What dangers do they contain? What volume of business can we estimate they generate? How are they transforming cultural industries? What legislation is applied? How does the legislation affect these communications when they are sponsored? Is the privacy of users violated with the data obtained? Who is the owner of the content? Are they to blame for "fake news"? In this changing, challenging and intriguing environment, The Dynamics of Influencer Marketing discusses all of these questions and more.<br/><br/>Considering this complexity from different perspectives: technological, economic, sociological, psychological and legal, the book combines the visions of several experts from the academic world and provides a structured framework with a wide approach to understand the new era of influencing, including the dark sides of it. It will be of direct interest to marketing scholars and researchers while also relevant to many other areas affected by the phenomenon of social media influence. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Marketing |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Social media |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Advertising--Planning |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Alvarez Monzoncillo, Jose Maria |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Book |