Influencers: Influencer Marketing: Concepts, Strategy, and Applications for Business Students (Paperback) (ISBN-13: 9789925755684)

Influencer marketing has become a central element of modern digital marketing, shaping how organisations communicate with consumers and influence purchasing behaviour.

This book provides a clear and structured introduction to influencer marketing and explains how it fits within the broader marketing framework, while examining how influencers shape communication, perception, and decision-making.

The book covers key concepts including influencer identification, affiliate marketing, campaign strategy, influencer income streams, and ethical considerations. It also explores how organisations design, implement, and evaluate influencer marketing campaigns in practice.

Emphasis is placed on linking theory with application, enabling readers to understand key concepts and apply them effectively in academic and professional contexts.

This book will help you:

- Understand the role of influencers as modern opinion leaders
- Explain how influencer marketing integrates with overall marketing strategy
- Apply the Three Rs framework: relevance, reach, and resonance
- Analyse and design influencer marketing campaigns
- Evaluate campaign performance using appropriate metrics
- Understand ethical considerations in influencer and digital marketing

Designed for learning, application and revision, the book includes key takeaways, exam tips, common mistakes, review questions, model answers, and an applied case study with a detailed model answer.

Written for business and marketing students and early-career professionals, the book provides a concise and accessible introduction to influencer marketing while maintaining a clear connection between academic theory and practical application.

Part of the Business Studies Essentials Series.