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Influencer: The Science Behind Swaying Others

By T. Bettina Cornwell, Helen Katz
eBook
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By T. Bettina Cornwell, Helen Katz
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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...

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