This book brings order to the chaotic and rapidly evolving world of influencer marketing by providing readers with much needed context, frameworks, and best practices. Written for busy marketing professionals working in both domestic and international markets, it addresses these topics in a...

Influencer Marketing - eine Bestandsaufnahme -- Wie sieht das Marketing im Influencer Zeitalter aus? -- Markenstrategischer Fit im Influencer Marketing: Die Marke im Spannungsfeld zwischen Kontinuität und Freiheit -- Influencer Marketing ist nicht nur Instagram -- Wie tickt TikTok - der neue...

Chapter 1: Origins -- Chapter 2: People Are Media Companies -- Chapter 3: Influence Is an Outcome, Not a Profession -- Chapter 4: The Art and Science of Creativity -- Chapter 5: Creator-Centric Strategies -- Chapter 6: 1:1 Relationships at Scale -- Chapter 7: The 4-Step Influencer Marketing...

Social Media zur Steigerung der Direktbuchungen -- Die Bedeutung von Empfehlungsmarketing -- Empfehlungen durch individuelle Erlebnisse -- Mitarbeiter als Markenbotschafter -- Influencer Marketing -- Mehr Sichtbarkeit in Social Media: Facebook, Instagram, Pinterest, TripAdvisor, LinkedIn,...

Die Relevanz von Social Media Influencern (SMIs) als Instrument zur Markenprofilierung -- Theoretische Grundlagen und Herleitung des Untersuchungsmodell -- Empirische Untersuchung der Wirkung markenbezogener Interaktionen mit SMIs -- Schlussbetrachtung und Ausblick.

The knowledge on how to influence user engagement metrics and thereby brand visibility plays a crucial role in influencer branding – both for social media influencers as well as marketers. Based upon two holistic empirical models and the analysis of real-world data, Tanja Fink is able to show...

This book contains the latest and most up-to-date research results from the fields of brands, labels and product, presented at the international colloquium COBLI 2021, held in Orleans, France. It covers a wide range of topics from the fields of economics, psychology, information technology and...

1. Introduction -- 2. Definitions, Social Media Types, and Tools -- 3. Social Media Strategy and Return on Investment -- 4. Online Advertising and Viral Campaigns -- 5. Social Customer Relationship Management -- 6. Search Engine Optimization -- 7. Sentiment Analysis and Opinion Mining (Business...