Overview

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. Furthermore, Using Influencer Marketing as a Digital Business Strategy examines the diverse range of content that resonates with the public, as different influencers adopt unique styles to engage their followers. It analyzes the metrics of influencer marketing, offering valuable insights into measuring the impact and effectiveness of influencer-driven campaigns. It also explores the roles of both organic and paid influencers, delving into the nuances of collaborating with influencers across various sectors of the economy. 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. By presenting a compilation of studies on this topic, the book lays the groundwork for future in-depth and specific scientific research in the realm of influencer marketing.

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Sandrina Teixeira is an Adjunct Professor at School of Accounting and Administration of Porto, Polytechnic Institute of Porto, Portugal. Since 2013, she has been Coordinator of the Digital Marketing Masters and of the Degree in Business Communication. Between 2013-2014, she was Coordinator of the Degree in Marketing. She is responsible by various courses, such as: unit of Marketing and Advertising Communication, Development of Multimedia Content, Seminars in the Digital Marketing Masters. She got a PhD at University Vigo of Communication, Advertising and Public Relation, in 2011. Her research interests are in digital communication, transparency in public administration and new consumers. She has supervised several master degree dissertations, was arguer in various proofs masters in various institutions of higher education and presided several master juries degrees. Sara Teixeira got her diploma in Environmental Health, a branch of Public Health in 2008 at theSchool of Allied Health Sciences by the Polytechnic Institute of Porto. In 2009 she moved back to her home city and enrolled in a master in Micro and Nano Technologies at the University of Minho (Portugal). From October 2010 to April 2011 Sara joined our chair as an Erasmus student, doing part of her master thesis on subject “Development of a sensoring device for environmental estrogens in wastewater”. She is currently part of the InnoMedTec-Team as a PhD student, working on the topic “Photocatalytical cleaning concepts for aquatic environment contaminated with antibiotics”. Zalia Oliveira currently works at the Centro Universitário Christus in the Departamento de Administração. She has her PhD in Management with Specialization in Marketing and Strategy.(4ef8ec3a-8ba8-4d8e-8a26-27efd40327a1) Elnivan Souza received his PhD in Business Administration from the University of Fortaleza (UNIFOR) (Brazil, 2015-2019) with an internship abroad (sandwich doctorate) at Simon Fraser University (Canada, 2018), Master in Business Administration from the State University of Ceará (UECE) (Brazil, 2012-2014), Marketing Specialist from the Federal University of Ceará (UFC) (Brazil, 2007-2009) and graduated in Business Administration from the Federal University of Ceará (2001-2006). He is currently Head of Research and Professor of the Administration undergraduate course at Centro Universitário Christus (UNICHRISTUS) (2014-current). Has experience in Administration, with emphasis on Entrepreneurship, Innovation, Strategy and Management Support Technologies. His research topics are Dynamic Capability (Managerial and Cognitive), Business Model, E-business and Industry 4.0. He has expertise in qualitative and quantitative methodologies. Regarding quantitative approaches, it handles multivariate techniques such as Analysis of Variance (ANOVA), Linear Regression and Logistics, Structural Equation Modeling, etc. It also develops research and technical works that use Artificial Intelligence techniques such as Neural Networks, Fuzzy Logic and Genetic Algorithms. He has articles published in national and international events and journals.

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