rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    non sort: The
    title: dynamics of influencer marketing
    sub title: a multidisciplinary approach
  name:
    name part: Alvarez Monzoncillo, José María
    role:
      role term: editor.
  name:
    name part: Taylor & Francis
  type of resource: text
  genre: bibliography
  genre: Electronic books.
  origin info:
    place:
      place term: enk
    date issued: 2023
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource.
  abstract: "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"--
  note: edited by José M. Álvarez-Monzoncillo.
  note: Includes bibliographical references and index.
  subject:
    topic: Marketing
  subject:
    topic: Influence (Psychology)
  subject:
    topic: Social media
  subject:
    topic: Communication in marketing
  subject:
    topic: Advertising
    topic: Planning
  subject:
    topic: Marketing
  subject:
    topic: Social Media
  subject:
    topic: Marketing
  subject:
    topic: Influence (Psychologie)
  subject:
    topic: Médias sociaux
  subject:
    topic: Communication en marketing
  subject:
    topic: marketing
  subject:
    topic: social media
  subject:
    topic: BUSINESS & ECONOMICS / Marketing / Multilevel
  subject:
    topic: BUSINESS & ECONOMICS / Marketing / General
  subject:
    topic: BUSINESS & ECONOMICS / Industries / Media & Communications Industries
  subject:
    topic: Advertising
    topic: Planning
  subject:
    topic: Communication in marketing
  subject:
    topic: Influence (Psychology)
  subject:
    topic: Marketing
  subject:
    topic: Social media
  subject:
    topic: Sales and marketing;Media, entertainment, information and communication industries
  classification: HF5415
  classification: 658.8
  related item:
    title info:
      title: Routledge studies in marketing ; 24
  related item:
    title info:
      title: Dynamics of influencer marketing
    origin info:
      publisher: London ; New York, NY : Routledge, Taylor & Francis Group, 2023
    identifier: (DLC) 2022015697
  identifier: 9781003134176
  identifier: 1003134173
  identifier: 9780367678906
  identifier: 9780367680916
  identifier: 2022015698
  identifier: https://www.taylorfrancis.com/books/9781003134176
  record info:
    record content source: DLC
    record creation date: 220404
    record change date: 20240130225742.1
    record identifier: in00004769126
    language of cataloging:
      language term: eng