商品簡介
Digital influencer marketing defines modern communication, reshaping how brands, audiences, and cultures interact in an interconnected society. Driven by social media platforms and data-driven personalization, influencers combine authenticity and storytelling to shape consumer perceptions and behaviors. The strategies behind influencer marketing encompass platform algorithms, audience engagement dynamics, and trust-based relationships. The rise of influencers also carries broader societal implications, influencing norms around consumption, identity, and digital labor. Examining the strategies, dynamics, and societal impacts of digital influencer marketing may help organizations better understand its role in modern marketing and social life. Strategies, Dynamics, and Societal Impacts of Digital Influencer Marketing explores the evolving field of influencer marketing. It examines its theoretical underpinnings, strategic applications, the characteristics of influencers, the psychological mechanisms of influence, ethical considerations, and its broader societal implications. This book covers topics such as fraud detection, mental health, and social media, and is a useful resource for business owners, marketers, academicians, researchers, and scientists.
