"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."
Edited by:
José M. Álvarez-Monzoncillo
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions:
Height: 234mm,
Width: 156mm,
Weight: 410g
ISBN: 9780367680916
ISBN 10: 0367680912
Series: Routledge Studies in Marketing
Pages: 210
Publication Date: 27 May 2024
Audience:
College/higher education
,
Primary
Format: Paperback
Publisher's Status: Active
Introduction José M. Álvarez-Monzoncillo Chapter 1. Making use of digital methods to study influencer marketing Prince Chacko Johnson and Christian Sandström Chapter 2. The marketing of UGC, media industries and business influence: the Hydra of Lerna and the Sword of Heracles José M. Álvarez-Monzoncillo and Marina Santín Chapter 3. The power of algorithms and keys of participation José Esteves Chapter 4. Reviewing the Commercial and Social Impact of Social Media Influencers Chen Lou, Tiffany Chee and Xuan Zhou Chapter 5. The evolution of the influence business Antonio Baraybar Chapter 6. Influencer Marketing Dynamics: The Roles of Social Engagement, Trust, and Influence Sylvia Chan-Olmsted and Hyehyun Julia Kim Chapter 7. How Instagram & YouTube Users Share News: Algorithms, Monetization and Visibility on Social Media Jonathon Hutchinson and Tim Dwyer Chapter 8. A Cross-pollination of Fame? Star Athletes and Influencers on Instagram Emilio Fernández Peña, Natividad Ramajo and Adolfo Nieto Chapter 9. Crowd influences in branded communities: the case of CrossFit Anne Morawietz, Adele Berndt and Tomas Müllern Chapter 10. Three key practices of imagine building in entrepreneurial identity work of freelance journalists Sven-Ove Horst and Toon Brouwers Index
José M. Álvarez-Monzoncillo (Ph.D, Complutense University of Madrid) is full-time Pofessor of Audiovisual Communications at Rey Juan Carlos University in Madrid. He is currently the Course Director of a Master’s degree in Television Journalism and Director of the Infocent research group. His research and teaching interests include international media strategies, media branding, media business models, media and cultural policy, social media and media industries/cultural industries.
