Celebrity 2.0 : the role of social media influencer marketing in building brands / Stacy Landreth Grau.
| Author/creator | Grau, Stacy Landreth author. |
| Format | Electronic |
| Edition | First edition. |
| Publication | New York : Business Expert Press, 2022. |
| Copyright Date | ©2022 |
| Description | 1 online resource (xxviii, 148 pages) : color illustrations. |
| Supplemental Content | ProQuest Ebook Central |
| Subjects |
| Variant title | Celebrity two point zero |
| Series | Business Expert Press digital and social media marketing and advertising collection Digital and social media marketing and advertising collection. ^A1271897 |
| Contents | Cover -- Halftitle -- Title -- Copyright -- Dedication -- Description -- Contents -- Acknowledgments -- Introduction: Drivers of Influencer Marketing -- Chapter 1: The Influencer Marketing Relationship Framework -- Chapter 2: The Creator Economy -- Chapter 3: Celebrity Endorsement and Influencer Marketing: An Overview -- Chapter 4: Celebrity Endorsers and Social Media Influencers: How It Works -- Chapter 5: Designing Influencer Marketing Campaigns -- Chapter 6: Implementing Influencer Marketing Campaigns -- Notes -- References -- About the Author -- Index -- Adpage -- Backcover |
| Abstract | Social media influencers rule the world! Gone are the days of worshipping movie stars and athletes only for their talent. Everyday people are fast becoming the new celebrities and thus influencers for Millennials and Generation Z. In the past few years, social media influencers dominate pop culture and brands are eager to work with them to build their brands. From music to gaming; from fashion to sports; from wellness to lifestyle branding there are more than 50 million people calling themselves "creators" and many are influencers amassing a highly engaged community. For brands, what are the most effective ways to identify and cultivate influencers and support content creation? This book is for anyone who wants to understand the landscape of influencer marketing with an eye for collaborations between influencers and companies. Perfect for brand managers and agency professionals, up and coming influencers, and students wanting to enter this exciting field of marketing, this book combines practical advice and examples with an overview of the academic insights to date. Topics include creators and the creator economy, typology of influencers, how to work with them, considerations for campaign design and implementation. Celebrity 2.0: The Role of Social Media Influencer Marketing to Build Brands is a great primer to the influencer marketing ecosystem and the influencer marketing relationship framework to learn how content marketing, native advertising and content marketing all come together. |
| Bibliography note | Includes bibliographical references and index. |
| Source of description | Description based on online resource; title from digital title page (viewed on December 19, 2022). |
| Issued in other form | Print version: Landreth Grau, Stacy. Celebrity 2. 0. New York : Business Expert Press, ©2022 9781637422083 |
| ISBN | 9781637422090 electronic book |
| ISBN | 1637422091 electronic book |
| Stock number | 9781637422090 O'Reilly Media |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |