INFLUENCER The Science Behind Swaying Others

• Main Authors: Cornwell, T. Bettina (Author), Katz, Helen E. (Author)
• Format: Book
• Language: English
• Published: New York, NY Routledge 2021
• Subjects: Branding (Marketing); Communication in marketing; Influence (Psychology); Internet marketing; Marketing
• Online Access: Click Here to View Status and Holdings.
• Physical Description: ix, 117 pages illustrations 24 cm
• Bibliography: Includes bibliographical references and index
• ISBN: 9780367481162; 9780367468491; 0367468492; 0367481162

"...This book will educate and inspire decision makers, researchers, students, and influencers themselves...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...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."--