Celebrity 2.0: The Role of Social Media Influencer Marketing in Building Brands
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. 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.
“I may have tried 147 things before I got to the 148th, which worked. Those 147 are not failures. They’re just steps to get you where you are.”
Stacy Landreth Grau, Ph.D. is currently a Professor of Entrepreneurship & Innovation Practice and Director of IdeaFactory at the Neeley School of Business at Texas Christian University (TCU). She has been on the TCU faculty since 2006 and holds a Ph.D. in business administration (Marketing) from Louisiana State University.
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