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001 on1309291616
003 OCoLC
005 20230827132041.0
006 m d
007 cr |||||||||||
008 220404s2023 nyu ob 001 0 eng
010 _a 2022015698
040 _aDLC
_beng
_erda
_cDLC
_dOCLCO
_dOCLCF
_dTYFRS
_dN$T
019 _a1341997492
020 _a9781003134176
_q(ebook)
020 _a1003134173
020 _a9781000686999
_q(electronic bk. : EPUB)
020 _a100068699X
_q(electronic bk. : EPUB)
020 _a9781000686937
_q(electronic bk. : PDF)
020 _a1000686930
_q(electronic bk. : PDF)
020 _z9780367678906
_q(hardback)
020 _z9780367680916
_q(paperback)
020 _z036767890X
024 7 _a10.4324/9781003134176
_2doi
035 _a3346845
_b(N$T)
035 _a(OCoLC)1309291616
_z(OCoLC)1341997492
037 _a9781003134176
_bTaylor & Francis
042 _apcc
050 0 0 _aHF5415
072 7 _aBUS
_x043040
_2bisacsh
072 7 _aBUS
_x043000
_2bisacsh
072 7 _aBUS
_x070060
_2bisacsh
072 7 _aKJS
_2bicssc
082 0 0 _a658.8
_223/eng/20220404
049 _aMAIN
245 0 4 _aThe dynamics of influencer marketing :
_ba multidisciplinary approach /
_cedited by José M. Álvarez-Monzoncillo.
250 _a1st Edition.
263 _a2207
264 1 _aNew York, NY :
_bRoutledge,
_c2023.
300 _a1 online resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
490 0 _aRoutledge studies in marketing
504 _aIncludes bibliographical references and index.
520 _a"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. 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. 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"--
_cProvided by publisher.
588 _aDescription based on print version record and CIP data provided by publisher; resource not viewed.
545 0 _aJosé M. Álvarez-Monzoncillo (Ph.D, Complutense University of Madrid) is full-time Pofessor of Audiovisual Communications at Rey Juan Carlos University in Madrid. He is currently the Course Director of a Master's degree in Television Journalism and Director of the Infocent research group. His research and teaching interests include international media strategies, media branding, media business models, media and cultural policy, social media and media industries/cultural industries.
506 0 _aOpen Access
_5EbpS
590 _aOCLC control number change
650 0 _aMarketing.
650 0 _aInfluence (Psychology)
650 0 _aSocial media.
650 0 _aCommunication in marketing.
650 0 _aAdvertising
_xPlanning.
650 2 _aMarketing
650 2 _aSocial Media
650 6 _aMarketing.
650 6 _aInfluence (Psychologie)
650 6 _aMédias sociaux.
650 6 _aCommunication en marketing.
650 7 _amarketing.
_2aat
650 7 _asocial media.
_2aat
650 7 _aAdvertising
_xPlanning.
_2fast
_0(OCoLC)fst00797727
650 7 _aCommunication in marketing.
_2fast
_0(OCoLC)fst00870196
650 7 _aInfluence (Psychology)
_2fast
_0(OCoLC)fst00972486
650 7 _aMarketing.
_2fast
_0(OCoLC)fst01010167
650 7 _aSocial media.
_2fast
_0(OCoLC)fst01741098
650 7 _aBUSINESS & ECONOMICS / Marketing / Multilevel
_2bisacsh
650 7 _aBUSINESS & ECONOMICS / Marketing / General
_2bisacsh
650 7 _aBUSINESS & ECONOMICS / Industries / Media & Communications Industries
_2bisacsh
655 4 _aElectronic books.
700 1 _aAlvarez Monzoncillo, José María,
_eeditor.
776 0 8 _iPrint version:
_tDynamics of influencer marketing
_b1st Edition.
_dNew York, NY : Routledge, 2023
_z9780367678906
_w(DLC) 2022015697
856 4 0 _3EBSCOhost
_uhttps://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=3346845
938 _aEBSCOhost
_bEBSC
_n3346845
994 _a92
_bN$T
999 _c51930
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