Overview

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.

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9781637422083

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Stacy Grau, PhD, is a professor of entrepreneurship & innovation practice at the Neeley School of Business at Texas Christian University and director, Idea Factory in the School of Interdisciplinary Studies at Texas Christian University (TCU). Her research centers on source credibility and influencers in marketing and advertising. She is the author of more than 30 academic articles and three books and serves on the editorial boards of Journal of Advertising, International Journal of Advertising, and Journal of Product and Brand Management.

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