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Winfluence

Author : Jason Falls
Publisher : Entrepreneur Press
ISBN 13 : 1613084471
Total Pages : 163 pages
Book Rating : 4.6/5 (13 download)

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Book Synopsis Winfluence by : Jason Falls

Download or read book Winfluence written by Jason Falls and published by Entrepreneur Press. This book was released on 2021-02-23 with total page 163 pages. Available in PDF, EPUB and Kindle. Book excerpt: Winfluence by award-winning digital strategist Jason Falls, is THE authoritative book about influencer marketing from the perspective of businesses and brands. An invaluable guidebook for marketing managers, small business owners, marketing consultants and agencies alike, the book explains how influencers came to be, how they came to be so powerful, why so many brands are counting on influencer marketing for business success and how anyone who is not, now can. This book not only explains the who, what, when, where, and why of influencer marketing but then adds the how—more specifically and predictably than other books can hope for. It offers detailed guidelines, case studies, cutting-edge ideas, how-tos for measuring success, and more to help any business owner, marketer, agency account person, or digital strategist see and seize the opportunity to drive business results. Through a series of narrative stories, interviews, and case studies, the book illustrates how to take what many people consider good influencer marketing to a new level of success from a long-tail perspective—not short-term, one-off executions.

Digital Influencers and Online Expertise

Author : Aditi Bhatia
Publisher : Taylor & Francis
ISBN 13 : 1000880494
Total Pages : 131 pages
Book Rating : 4.0/5 (8 download)

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Book Synopsis Digital Influencers and Online Expertise by : Aditi Bhatia

Download or read book Digital Influencers and Online Expertise written by Aditi Bhatia and published by Taylor & Francis. This book was released on 2023-07-12 with total page 131 pages. Available in PDF, EPUB and Kindle. Book excerpt: Based on data from beauty vlogs published by well-known YouTubers, Bhatia explores how they discursively negotiate multiple identities in a creative and participatory space, giving rise to complexities in the definition of categories such as expert, layperson, learner, and teacher in fluid and dynamic digital contexts. In this insightful book, Bhatia sets out to investigate the interdiscursive construction of identity on YouTube. Taking a multi-methodological approach to Critical Discourse Analysis, Bhatia examines beauty vlogs at the levels of sociocognition, language, and genre to provide a better understanding of some of the measures of success and effect as well as new practices of expertise in online communication. The book contributes to a better understanding of how young people work online, often collaboratively, to conform to or resist mainstream notions of expertise, authenticity, race, and beauty, as well as the linguistic and semiotic tools they use to perform their identity, in order to become digital entrepreneurs and cultural influencers. Students and scholars in the field of discourse analysis, situated within the contexts of popular culture and social media, will find this book a valuable read. This volume also enhances the everyday person’s understanding of the complexities of new media communication and a new generation of cultural intermediaries.

TikTok as a Marketing Channel for Influencer Marketing

Author : Chantal Van Houtte
Publisher : LIT Verlag Münster
ISBN 13 : 3643914660
Total Pages : pages
Book Rating : 4.6/5 (439 download)

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Book Synopsis TikTok as a Marketing Channel for Influencer Marketing by : Chantal Van Houtte

Download or read book TikTok as a Marketing Channel for Influencer Marketing written by Chantal Van Houtte and published by LIT Verlag Münster. This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has experienced a steady increase in importance during the past years. This is especially true for the Chinese app TikTok, which is currently one of the fastest-growing social media platforms worldwide. At the same time brands are continuously employing influencers as a marketing tool. But what exactly is the role of the TikTok as a channel for influencer marketing? This book compares influencer marketing on TikTok with the already known social media channels Instagram and YouTube, and gives practical advice for businesses on how to effectively use TikTok.

The Oxford Handbook of Expertise and Democratic Politics

Author : Gil Eyal
Publisher : Oxford University Press
ISBN 13 : 0190848928
Total Pages : 593 pages
Book Rating : 4.1/5 (98 download)

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Book Synopsis The Oxford Handbook of Expertise and Democratic Politics by : Gil Eyal

Download or read book The Oxford Handbook of Expertise and Democratic Politics written by Gil Eyal and published by Oxford University Press. This book was released on 2023 with total page 593 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the last several decades, there has been a surge of interest in expertise in the social scientific, philosophical, and legal literatures. While it is tempting to attribute this surge of interest in expertise to the emergence and consolidation of a "knowledge society," "post-industrial society," or "network society," it is more likely that the debates about expertise are symptomatic of significant change and upheaval. As the number of contenders for expert status has increased, as the bases for their claims have become more diverse, and as the struggles between these would-be experts intensified, expertise became problematic and contested. In The Oxford Handbook of Expertise and Democratic Politics, Gil Eyal and Thomas Medvetz have brought together a broad group of scholars who have engaged substantively and theoretically with debates regarding the nature of expertise and the social roles of experts to examine these areas within sociology and allied disciplines. The analyses take an historical and relational approach to the topic and are motivated by the sense that growing mistrust in experts represents a danger to democratic politics today. The chapters will be organized into three general parts: key theoretical and historical debates, the politics of expertise, and expertise within and across professional, disciplinary, legal, and intellectual spheres. Among the topics considered here are the value and relevance of the boundary between experts and laypeople; the causes and consequences of mistrust in experts; the meanings and social uses of objectivity; and the significance of recent transformations in the organization of the professions. Bringing together investigations from social scientists, philosophers, and legal scholars into the political dimensions of expertise, this Handbook connects interdisciplinary work done in science and technology studies with the more classic concerns, topics, and concepts of sociologists of professions and intellectuals.

Innovative B2B Marketing

Author : Simon Hall
Publisher : Kogan Page Publishers
ISBN 13 : 1398604771
Total Pages : 377 pages
Book Rating : 4.3/5 (986 download)

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Book Synopsis Innovative B2B Marketing by : Simon Hall

Download or read book Innovative B2B Marketing written by Simon Hall and published by Kogan Page Publishers. This book was released on 2022-08-03 with total page 377 pages. Available in PDF, EPUB and Kindle. Book excerpt: Navigate the B2B marketing sphere with this fully updated guide on how to better understand new customer habits, the digital era and how to shift away from outdated traditional practices. Innovative B2B Marketing is an essential guide for marketers looking for the latest approaches, models and solutions for B2B marketing. Written by one of the leading voices in the B2B marketing sphere who works with the Chartered Institute of Marketing (CIM) and other major associations, this book features real-life examples from a diverse range of sectors including marine, information technology and pharmaceutical, plus topical discussion points and challenges from key B2B marketing forums and associations. Now fully updated, the second edition of Innovative B2B Marketing features new chapters on customer attrition, B2B partnership marketing and lead nurturing, as well as further content on influencer marketing and the behaviours of millennial customers. It is accompanied by online resources which consist of case studies, web links to insightful videos and articles, and presentation slides with practical models and templates.

Digital Urban Acupuncture

Author : Salvatore Iaconesi
Publisher : Springer
ISBN 13 : 3319434039
Total Pages : 230 pages
Book Rating : 4.3/5 (194 download)

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Book Synopsis Digital Urban Acupuncture by : Salvatore Iaconesi

Download or read book Digital Urban Acupuncture written by Salvatore Iaconesi and published by Springer. This book was released on 2016-09-27 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores the possibility to observe the lives of cities through ubiquitous information obtained through social networks, sensors and other sources of data and information, and the ways in which this possibility describes a new form of Public Space, which can be used to define new forms of citizenship and participated city governance. The work is the result of years of research across sciences, arts, design, ethnography, cultural geography, performed by multiple researchers, understanding the Relational Ecosystems of cities (the flows of relation, information, knowledge and emotion in the city) and using them to reinterpret the concept of Urban Acupuncture: from the Third Space, Third Landscape and Third Generation City, to the Third Infoscape; from Urban Acupuncture to Digital Urban Acupuncture. The book starts by exploring the many theories and methodologies which have been used to try to capture and use the revolutionary potential found in the daily lives of cities. From De Certeau, to Latour, Bateson, Bhabha, and all the way to Castells, Clèment, Boyd, Casagrande. In a progression which moves from the Third Space (Soja, De Certeau), to the Third Landscape (Clèment), to the Third Generation City (Casagrande), to the Third Paradise (Pistoletto), the book arrives at a definition of the Third Infoscape, following up on Kevin Lynch: a new legibility and imageability of the city. Its main themes and objectives lie in the desire to observe and understand the radical transformation of the definitions, boundaries and configurations of what we call public and private spaces, in different cultures and communities, in the age of communication, information and knowledge, and to use these understandings to formulate a set of working hypotheses for the positive, constructive, active and participatory usage of these transformed scenarios, contributing to the re-definition of concepts such as citizenship, city-governance, urban planning, civic decision-making, and more. And using, in the process, techniques such as Urban Acupuncture, Actor-Network Theory, Diasporic analysis, Peer-to-peer Urbanism and more. Multiple real-life research scenarios and documented case studies will be used, from 4 continents, coming from our research and from other international contributions.

Digital Journalism Studies

Author : Bob Franklin
Publisher : Routledge
ISBN 13 : 1315406098
Total Pages : 335 pages
Book Rating : 4.3/5 (154 download)

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Book Synopsis Digital Journalism Studies by : Bob Franklin

Download or read book Digital Journalism Studies written by Bob Franklin and published by Routledge. This book was released on 2019-05-30 with total page 335 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Journalism Studies: The Key Concepts provides an authoritative, research-based "first stop-must read" guide to the study of digital journalism. This cutting-edge text offers a particular focus on developments in digital media technologies and their implications for all aspects of the working practices of journalists and the academic field of journalism studies, as well as the structures, funding and products of the journalism industries. A selection of entries include the topics: Artificial intelligence; Citizen journalism; Clickbait; Drone journalism; Fake news; Hyperlocal journalism; Native advertising; News bots; Non-profit journalism; User comment threads; Viral news; WikiLeaks. Digital Journalism Studies: The Key Concepts is an accessible read for students, academics and researchers interested in Digital Journalism and Digital Journalism Studies, as well as the broader fields of media, communication and cultural studies.

Influencer Marketing in Social Networks as a Strategic Tool in Social Media Marketing

Author :
Publisher : GRIN Verlag
ISBN 13 : 3346593835
Total Pages : 25 pages
Book Rating : 4.3/5 (465 download)

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Book Synopsis Influencer Marketing in Social Networks as a Strategic Tool in Social Media Marketing by :

Download or read book Influencer Marketing in Social Networks as a Strategic Tool in Social Media Marketing written by and published by GRIN Verlag. This book was released on 2022-02-17 with total page 25 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, Private University of Applied Sciences Goettingen, language: English, abstract: What makes marketing with influencers so promising and how can influencer marketing in social networks be implemented as a strategic instrument in social media marketing? First, the development and growth in importance of corporate marketing activities is presented against the historical background of the past 60 years and how marketing and its focus have changed significantly over this time. In this context, the emergence of online marketing, social media marketing and, above all, influencer marketing will be elaborated and it will be explained what makes influencer marketing so interesting for companies and their marketing objectives and how this differs from classic forms of marketing. Subsequently, it is explained how influencer marketing can be used as a strategic tool in social media marketing. To this end, three social media platforms that are particularly relevant for influencers will first be presented: Weblogs, YouTube and Instagram. Then it will be worked out how companies can find and win over the influencers relevant to their marketing goals and which areas of application come into question for influencer marketing. In addition, possible risks that influencer marketing can entail are highlighted.

Experts and Influencers

Author : Rebecca Hall Gruyter
Publisher :
ISBN 13 : 9781732888524
Total Pages : 178 pages
Book Rating : 4.8/5 (885 download)

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Book Synopsis Experts and Influencers by : Rebecca Hall Gruyter

Download or read book Experts and Influencers written by Rebecca Hall Gruyter and published by . This book was released on 2019-07-10 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: We are honored and excited to bring this powerful book featuring over 18 experts that are committed to helping you SHINE powerfully in leadership! Our vision is to have our experts share insights, tips, tools, and wisdom in the area of leadership to support you powerfully on your journey. We know leadership is not a solo journey and by coming together our goal is to help you step further into and more powerfully into your gifts, talents, and abilities as leaders. Together, as we lift each other up, we are all able to grow, reach more people, and have a greater impact than we do trying to do everything on our own. In each chapter, our authors (all leadership experts and influencers) will equip and empower you to more fully step forward as a powerful leader. I believe this book is a living and interactive book that will speak wisdom, encouragement, and power into your life. I want to invite you to pause, take a deep breath, and be ready to receive these powerful chapters so they can ignite a fire in you, inspire courage in you, and focus to step fully into the leader that you are called to be.Now it's your turn. Are you going to lean in and learn from the wisdom within this book? Will you let us walk beside you on your journey of life? We want to lift you up, support you, encourage, and empower you in the area of leadership.

Social Media Marketing For Dummies

Author : Shiv Singh
Publisher : John Wiley & Sons
ISBN 13 : 1119617006
Total Pages : 451 pages
Book Rating : 4.1/5 (196 download)

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Book Synopsis Social Media Marketing For Dummies by : Shiv Singh

Download or read book Social Media Marketing For Dummies written by Shiv Singh and published by John Wiley & Sons. This book was released on 2020-02-11 with total page 451 pages. Available in PDF, EPUB and Kindle. Book excerpt: Make friends and sell things to people through social media Social media technology is restlessly inventive, providing thousands of awesome ways for you to market your business inexpensively and on a large scale—often directly into the pockets of consumers. But in the proliferating, ever-changing world of tweets, influencers, handles, and alerts, it can be hard to know where to begin and then to evaluate what’s actually working for you. In the new edition of Social Media Marketing for Dummies, leading SMM voices Shiv Singh and Stephanie Diamond clear away the confusion and show you the smartest, most effective ways to plan, launch, manage, and assess your campaigns—and then iterate and optimize for increased success. Incorporating the latest trends and presented in a friendly, easily digestible step-by-step style, you’ll find the ultimate blueprint for developing your best SMM strategy. In no time, you’ll find out how to line up with Facebook, Twitter, Tumblr, and Google, develop a unique and compelling voice, and influence your key audience all the way to the bank. Choose the best SMM combination for you Avoid common mistakes and pitfalls Track your customers from awareness to retention Try out the latest stuff that really works Whether your organization is large or small, it simply doesn’t pay to be shy. Find your voice, get social, and chat your way to attracting and keeping new customers today!

Branded!

Author : Bernie Brennan
Publisher : John Wiley & Sons
ISBN 13 : 0470931760
Total Pages : 283 pages
Book Rating : 4.4/5 (79 download)

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Book Synopsis Branded! by : Bernie Brennan

Download or read book Branded! written by Bernie Brennan and published by John Wiley & Sons. This book was released on 2010-09-16 with total page 283 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written through the eyes of retail and technology executives, Branded! explores retailers who are successfully implementing social media and mobility strategies. Market-leading retailers are engaging technology-savvy customers though social media and mobility. Branded! reveals how these digital communication channels are an extension of a retailer's culture and strategy resulting in building brand equity. Comprehensive reviews of Starbucks, Zappos, Wet Seal, Macy's, 1-800-Flowers.com, JCPenney, Pizza Hut and Best Buy are featured. Branded!: Provides a clear review of social media as well as the rapid changes in the development and use of mobility. Demonstrates why retailers cannot 'wait and see', and must move rapidly Shows how each company's social media and mobility initiatives are based on the individual personality of the company. Discusses sophisticated analytic tools that enable retailers to measure their performance and make informed decisions on the data

Effectiveness of Influencer Marketing

Author : Jane Johne
Publisher : Springer Nature
ISBN 13 : 3658412976
Total Pages : 252 pages
Book Rating : 4.6/5 (584 download)

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Book Synopsis Effectiveness of Influencer Marketing by : Jane Johne

Download or read book Effectiveness of Influencer Marketing written by Jane Johne and published by Springer Nature. This book was released on 2023-06-15 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: Influencers are defined as independent opinion leaders on social media networks who influence the attitudes of their followers through blogs, tweets and the use of other social media. As a result, influencer marketing has become an integral part of brands' marketing strategies. This book has the overarching goal to examine the impact of influencer marketing on consumer behavior and the resulting business success. The first empirical project explicitly examines the question of which influencer characteristics should be considered in the selection process in order to increase different campaign metrics along the consumer decision journey. Campaign data from several brands is used for the project and is extended with survey data from a large-scale consumer survey. The second empirical project examines how the influencer marketing channel, compared to other firm and consumer activities, affects consumer interest and firm performance. The project uses historical data from one of Europe's largest specialized online retailers and analyzes it in a time series model.

Invisible Rulers

Author : Renee DiResta
Publisher : PublicAffairs
ISBN 13 : 1541703391
Total Pages : 283 pages
Book Rating : 4.5/5 (417 download)

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Book Synopsis Invisible Rulers by : Renee DiResta

Download or read book Invisible Rulers written by Renee DiResta and published by PublicAffairs. This book was released on 2024-06-11 with total page 283 pages. Available in PDF, EPUB and Kindle. Book excerpt: An “essential and riveting” (Jonathan Haidt) analysis of the radical shift in the dynamics of power and influence, revealing how the machinery that powered the Big Lie works to create bespoke realities revolutionizing politics, culture, and society. Renée DiResta’s powerful, original investigation into the way power and influence have been profoundly transformed reveals how a virtual rumor mill of niche propagandists increasingly shapes public opinion. While propagandists position themselves as trustworthy Davids, their reach, influence, and economics make them classic Goliaths—invisible rulers who create bespoke realities to revolutionize politics, culture, and society. Their work is driven by a simple maxim: if you make it trend, you make it true. By revealing the machinery and dynamics of the interplay between influencers, algorithms, and online crowds, DiResta vividly illustrates the way propagandists deliberately undermine belief in the fundamental legitimacy of institutions that make society work. This alternate system for shaping public opinion, unexamined until now, is rewriting the relationship between the people and their government in profound ways. It has become a force so shockingly effective that its destructive power seems limitless. Scientific proof is powerless in front of it. Democratic validity is bulldozed by it. Leaders are humiliated by it. But they need not be. With its deep insight into the power of propagandists to drive online crowds into battle—while bearing no responsibility for the consequences—Invisible Rulers not only predicts those consequences but offers ways for leaders to rapidly adapt and fight back.

Influencer Marketing Applications Within the Metaverse

Author : Bansal, Rohit
Publisher : IGI Global
ISBN 13 : 1668489007
Total Pages : 353 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Influencer Marketing Applications Within the Metaverse by : Bansal, Rohit

Download or read book Influencer Marketing Applications Within the Metaverse written by Bansal, Rohit and published by IGI Global. This book was released on 2023-05-22 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: The metaverse is an immersive digital world that combines augmented reality (AR) and virtual reality (VR) to allow people to interact online as if they were in the physical world. While everything in the metaverse doesn’t exist in the physical world, it still offers unique opportunities for customers to experience your brand. The metaverse is free from physical limitations, presenting a novel opportunity for brands. Just as e-commerce revolutionized the way people shop, so could the metaverse. And by taking advantage of the metaverse's ability to bridge the gap between physical and virtual commerce, brands can use it to enrich their consumers' shopping experiences. To be successful, brands must quickly learn from mistakes and build on successful campaigns to stand out. The metaverse is data-driven, and marketers can use this in creating their growth strategies. Because growth marketing involves continuous experimentation and testing, brands can use this virtual world as their stomping ground to analyze their various marketing campaigns and observe consumer behavior. Influencer Marketing Applications Within the Metaverse explores how enterprises experimenting with the metaverse can connect, engage with, and incentivize human and machine customers to create new value exchanges, revenue streams, and markets. The book examines how brands can enrich their consumers’ shopping experiences by taking advantage of the metaverse's ability to bridge the gap between physical and virtual commerce. Covering topics such as augmented and virtual reality, customer experience, and gamification, this book is ideal for marketing practitioners, researchers, undergraduate and postgraduate students, non-government and government organizations, and more.

The SAGE Handbook of Social Media Marketing

Author : Annmarie Hanlon
Publisher : SAGE
ISBN 13 : 1529788439
Total Pages : 425 pages
Book Rating : 4.5/5 (297 download)

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Book Synopsis The SAGE Handbook of Social Media Marketing by : Annmarie Hanlon

Download or read book The SAGE Handbook of Social Media Marketing written by Annmarie Hanlon and published by SAGE. This book was released on 2022-06-16 with total page 425 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area. Part 1: Foundations of Social Media Marketing Part 2: Methodologies and Theories in Social Media Part 3: Channels and Platforms in Social Media Part 4: Tools, Tactics, and Techniques in Social Media Marketing Part 5: Management and Metrics in Social Media Part 6: Ethical Issues in Social Media

Leveraged Marketing Communications

Author : Sukki Yoon
Publisher : Routledge
ISBN 13 : 1000394204
Total Pages : 252 pages
Book Rating : 4.0/5 (3 download)

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Book Synopsis Leveraged Marketing Communications by : Sukki Yoon

Download or read book Leveraged Marketing Communications written by Sukki Yoon and published by Routledge. This book was released on 2021-05-30 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive book features recent works on leveraged marketing communications (LMC)—an intentional pairing of a brand to benefit from the associations the target audience has with the object. LMC conceptually binds a wide range of marketing communication strategies previously studied in isolation: celebrity endorsements, sponsorship, product placements, cause-related marketing, and cobranding. LMC strategies assume that an entity (e.g., Michael Jordan) can be paired with a brand (e.g., Nike) to evoke associations that ultimately enhance brand awareness and evaluations. The collection of chapters in this book examines the association between brands and entities, ideas, and contexts and combines theory and practice to offer new perspectives to help academics, practitioners, and policymakers better understand and apply LMC research. The chapters collectively provide a theoretical framework for building brand equity via linking brands to people, places, and things; examine how marketers can best leverage brand alliances; explore ways to maximize the effectiveness of sponsorship, product placement, corporate social responsibility (CSR), and cause-related marketing; and summarize our knowledge of the various forms of LMC. The chapters in this book were originally published in the International Journal of Advertising.

Content Marketing 2016: Influencer, Topics and The Most Important Trends

Author : Communicate And Sell
Publisher : YOUPublish
ISBN 13 : 3958800629
Total Pages : 158 pages
Book Rating : 4.9/5 (588 download)

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Book Synopsis Content Marketing 2016: Influencer, Topics and The Most Important Trends by : Communicate And Sell

Download or read book Content Marketing 2016: Influencer, Topics and The Most Important Trends written by Communicate And Sell and published by YOUPublish. This book was released on 2015-12-10 with total page 158 pages. Available in PDF, EPUB and Kindle. Book excerpt: Content Marketing has become a large industry. Almost all Fortune 500 corporations and myriads of SMBs invest billions of US-$ in their Content Marketing strategies. The market reflects this complex ecosystem: a plethora of freelancers, agencies, specialists, consultants and gurus of all kinds have begun to focus on Content Marketing. It is just like with any hyper-growth industry: the primary market drives the secondary market and new value chains emerge on a meta level. Consultants are a typical example, or agencies, congress platforms as well as software developers with their Content Marketing services.