Influencer Marketing: Building Brand Communities and Engagement

Influencers offer brands the ability to deliver the 'right' communication and marketing messages to a specific target audience. This is one of the first textbooks to explore the phenomenon of influencer marketing and how it fits within marketing communications to build brands and their communities.

Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select...