Influencer Marketing: Building Brand Communities and Engagement [Hardcover]

Part 1:?Exploring Influencer Marketing: Ecosystems, Partnerships, and Selection??1.?The Influencer Ecosystem and What it Means to be an Influencer? 2. Leveraging Brand-Influencer Partnerships: Strategies and Typologies for an Effective Marketing Collaboration? 3. Swipe Right: Ensuring Congruence in Selection and Recruitment of Influencers? 4. Brand and Influencer Partnerships: Not Just for One Campaign??Part 2: Global Perspective on Influencer Marketing? 5. Influencer Marketing in Egypt: An Exploration into Generational Perspectives? 6. Hidden Influences in Chinese Streaming Platforms Under an Algorithmic Gaze: How Influencers Use Straightbaiting and Queer Representation? 7. The Engaging Tripods of Influencer Marketing, Influencers and Affiliate Marketing: Establishing Current Nexus between Nigeria and South Africa Contexts? 8. Trendsetters Unveiled: Exploring the Dynamics of Influencer Marketing in Pakistan and India??Part 3: The Dark Side of Influencer Marketing? 9. Sharenting or Oversharing: Parents, Children and Family Influencers? 10. Influencers at Risk: Cancel Culture? 11. The De-influencing Movement: Will it Harm or Help Influencer Marketing?? 12. Artificial Intelligence: Helping or Harming the Creative Spirit? 13. Influence Under Siege: Safeguarding Influencers from Cyber Threats??Part 4: Ethical and Future Aspects of 'Influencer Marketing'? 14. Villains, Victims, or Champions? Unmasking the Polarising Narratives Surrounding Influencers and Ethics? 15. Virtual Influencers: The New Faces of Fame in the Metaverse and Beyond? 16. Influencer Marketing: Lessons Learned in the Second Wave and Moving Forward

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 communication