附註:Includes bibliographical references and index.
Chapter 1. The power of influence: unleashing the potential of influencer marketing -- Chapter 2. Use of influencers in different sectors of the economy -- Chapter 3. How influencers can leverage performance in business -- Chapter 4. All users are equal, but some users are more equal than others: exploring the psychology of users that follow social media influencers -- Chapter 5. Virtual influencers: the irruption of artificial intelligence in digital influencers -- Chapter 6. Influencing the influencers through co-creation: approaches to successful brand strategies -- Chapter 7. The intrinsic property of a representation in the phygital transformation: a (Meta) influence as a force with magnitude and direction in the metaverse -- Chapter 8. Virtual influencers: a bibliometric analysis -- Chapter 9. Stimuli for the use of digital influencers in the culture sector: an analysis of the Portuguese context -- Chapter 10. Tiktok content categories and user engagement behavior: Alisha Lehmann celebrity athlete and influencer -- Chapter 11. Digital marketing tools and market trends in the skincare industry: consumer behavior and sales growth insights -- Chapter 12. Digital influencers and the restaurant sector -- Chapter 13. Changing consumer buyer decision process in the context of instamoms.
摘要:"Using Influencer Marketing as a Digital Business Strategy presents a comprehensive exploration of the burgeoning world of digital influencers, whose impact on consumer behavior and brand promotion is rapidly transforming the marketing landscape. This book delves into the most relevant topics in the field, providing a valuable contribution to both management and academia alike.The book delves into the essence of influencer marketing by examining the different types ofinfluencers and their crucial role in reaching a brand's target audience. The strategic partnership between influencers and brands is analyzed, highlighting how these influential content creators act as powerful intermediaries between companies and potential consumers. By examining the intricate relationship between influencers, brands, and consumers, the book sheds light on the purchase intention process and consumer habits in the digital age. Given the recent emergence of influencer marketing as a prominent force, this book serves as a critical reference source for researchers, business executives, marketing professionals, influencer marketing agencies, and graduate students seeking to expand their understanding of this dynamic field."--
