{"product_id":"9780367468491-influencer-the-science-behind-swaying-others","title":"Katz Helen (Publicis Groupe Usa) - Influencer The Science Behind Swaying Others - Paperback","description":"Binding: Paperback\u003cbr\u003e\nDescription: The influential are no longer only those with celebrity status but until now there has been no authoritative resource on the theory and practice of influencer marketing. This book will educate and inspire decision makers researchers students and influencers themselves. Diving deeper than the many \"how - to\" books on the influencer phenomenon this book brings in frameworks from marketing sociology psychology and communication studies to redefine the influencer as a persona (related to a person group of people or organization) that possesses greater than average sway over others. Cornwell and Katz go on to: introduce the influencers macro and nano authentic and inauthentic ascending and fading consider their relationship to brands in the marketing ecosystem along with regulations that set limits on influencer marketing describe how influence is measured and evaluated and look into the future; and bring together the latest research on influencer marketing and organize it for the reader The book serves both those who want to understand the science behind influencer marketing and those who want to most effectively employ influencers in brand strategy. Instructors students and professionals will appreciate international examples from multiple industries applying theories to the real world. The Open Access version of this book available at http:\/\/www. taylorfrancis. com has been made available under a Creative Commons Attribution - Non Commercial - No Derivatives (CC - BY - NC - ND) 4.0 license.\u003cbr\u003e\nTitle: Influencer The Science Behind Swaying Others\u003cbr\u003e\nAuthor(s): Katz Helen (Publicis Groupe Usa)\u003cbr\u003e\nPublisher: Taylor \u0026amp; Francis Ltd\u003cbr\u003e\nBarcode: 9780367468491\u003cbr\u003e\nPages: 118 Pages, 4 Line Drawings, Black And White\u003cbr\u003e\nPublication Date: 12\/30\/2020\u003cbr\u003e\nCategory: Sales \u0026amp; Marketing","brand":"Katz Helen (Publicis Groupe Usa)","offers":[{"title":"Default Title","offer_id":49594965229873,"sku":"IN-G-9780367468491","price":67.17,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0644\/6759\/9594\/files\/9780367468491.jpg?v=1753234393","url":"https:\/\/bookdelivered.com\/products\/9780367468491-influencer-the-science-behind-swaying-others","provider":"Book Delivered","version":"1.0","type":"link"}