Influencer

Influence used to belong mainly to celebrities, but the people and organisations who hold it now come from every corner of public life. Until this text, no thorough academic guide had explained influencer marketing in theoretical terms. It is written for managers who make marketing decisions, scholars who study them, students learning the field, and the influencers themselves.

Rather than adding to the crowded shelf of tips-and-tricks guides, the book draws on marketing, sociology, psychology and communication studies to define an influencer as a persona, which may be an individual, a group or a company, whose reach gives it above-average power to shape others' choices. The author builds this definition from established research rather than from trends.

Readers interested in why influencer marketing works will find the underlying scientific reasoning, while brand strategists will find guidance on how to put influencers to work effectively. Examples from several countries and industries show how the theories apply in practice, making the material useful to instructors, students and professionals alike.