In today's digital landscape, influencer marketing has become a key driver of brand internationalization. The chapter explores the strategic role of micro-influencers in engaging niche audiences, fostering trust, and adapting brand messaging to diverse cultural contexts. Through empirical...

In the contemporary digital landscape, influencer marketing has emerged as a pivotal strategy for disseminating sustainability messages through social media platforms. This study investigates the role of influencers in promoting sustainable lifestyles and the effectiveness of their communication...

"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 communications to build brands and their...

Dieses Buch stellt fundiert und pragmatisch die Erfolgsfaktoren des Influencer-Marketings sowohl für Unternehmen als auch für Creators dar. Marketingprofis erfahren, ob Influencer-Marketing für ihre Ziele geeignet ist und wie sie es erfolgreich in ihre Kommunikationsstrategie einbauen....

Influencers have been navigating the front lines of chronically online consumer culture. They've mastered the art of engaging with hyper-specific audiences, responding to fleeting trends with agility and maintaining relevance in a constantly shifting landscape. The influencer marketing strategy...