Using Influencer Marketing as a Digital Business Strategy (Hardcover) (ISBN-13: 9798369305515)

Using Influencer Marketing as a Digital Business Strategy presents a comprehensive exploration of the burgeoning world of digital influencers, whose impact on consumer behavior and brand promotion is rapidly transforming the marketing landscape. This book delves into the most relevant topics in the field, providing a valuable contribution to both management and academia alike. The book delves into the essence of influencer marketing by examining the different types of influencers and their crucial role in reaching a brand's target audience. The strategic partnership between influencers and brands is analyzed, highlighting how these influential content creators act as powerful intermediaries between companies and potential consumers. By examining the intricate relationship between influencers, brands, and consumers, the book sheds light on the purchase intention process and consumer habits in the digital age. Given the recent emergence of influencer marketing as a prominent force, this book serves as a critical reference source for researchers, business executives, marketing professionals, influencer marketing agencies, and graduate students seeking to expand their understanding of this dynamic field.

Author: Sandrina Teixeira
ISBN-10: 8369305512
ISBN-13: 9798369305515
Publisher: IGI Global
Language: English
Published: 01/26/2024
Pages: 396
Format: Hardcover
Weight: 2.64lbs
Size: 11.00h x 8.50w x 0.88d