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Celebrity, social media influencers and brand performance = exploring new dynamics and future trends in marketing /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Celebrity, social media influencers and brand performance/ edited by Saloomeh Tabari, Qing Shan Ding.
其他題名:	exploring new dynamics and future trends in marketing /
其他作者:	Tabari, Saloomeh.
出版者:	Cham :Springer Nature Switzerland : : 2024.,
面頁冊數:	xix, 216 p. :ill., digital ; : 24 cm.;
Contained By:	Springer Nature eBook
標題:	Marketing. -
電子資源:	https://doi.org/10.1007/978-3-031-63516-8
ISBN:	9783031635168

Celebrity, social media influencers and brand performance = exploring new dynamics and future trends in marketing /
Celebrity, social media influencers and brand performanceexploring new dynamics and future trends in marketing /[electronic resource] :edited by Saloomeh Tabari, Qing Shan Ding. - Cham :Springer Nature Switzerland :2024. - xix, 216 p. :ill., digital ;24 cm.

Chapter 1. Introduction -- Chapter 2. Conceptualising influencer, brand, and audience relationships on social media platforms -- Chapter 3. The effect of social media influencers on customers' perceived brand value, brand influencer, and purchase intention: A perspective of Gen Z -- Chapter 4. Impact of social media influencers (SMIs) on millennials choosing a travel destination -- Chapter 5. Advantages and disadvantages of using social media influencers -- Chapter 6. Research on the Effect of Brand Virtual Influencers Endorsement on Consumer Purchase Intention -- Chapter 7. Play or attack: Identity in the virtual world, a conceptual perspective on virtual influencers and influencer marketing -- Chapter 8. Virtual world, fear of missing out and its impact on impulsive buying -- Chapter 9. Virtual Influencers, the Future of Marketing and Branding? -- Chapter 10. Influencers, Materialism, Mental Health and Sustainability.

Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions. Indeed, companies devote a lot of resources on celebrity endorsement to exploit emotional bonds between consumers and brands in order to accomplish their desired brand image and increase brand awareness, differentiation, and brand loyalty. In short, brands that are endorsed by a favourite celebrity and influencer become more credible and trustworthy. This edited book examines this new era of marketing by focusing on the impact of employing celebrities, SMIs and virtual influencers to endorse the brand as a key advertising tactic. In particular, it focuses on the rise of social media usage and the corresponding changes in advertising strategies in the digital era. As well as exploring this rise of celebrity influencers and their value, the book also takes a critical lens, examining their roles in fuelling the growth of materialism, causing mental health issues among adolescents, and aiding the development of fast fashion. With this balanced and comprehensive approach, this book is an essential resource for anyone interested in the future of advertising. Saloomeh Tabari is a Lecturer in Marketing and Strategy at Cardiff Business School, Cardiff University. Her research centres on customer experience in particular intercultural communication and sensitivity in service and marketing. She has published her research in various leading international academic journals, books and presented at international conferences. Saloomeh is also on the editorial board of international journals and is currently the Associate Editor of the Journal of Islamic Marketing. Qing Shan Ding is a Senior Lecturer in Marketing at Huddersfield Business School, University of Huddersfield. His primary research interest is in consumer behaviour and branding, exploring how various cultural and identity factors influence brand preferences and purchase intentions. His research has been published in leading international journals and has recently moved into digital and social media marketing.

ISBN: 9783031635168

Standard No.: 10.1007/978-3-031-63516-8doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5415

Dewey Class. No.: 658.8

Celebrity, social media influencers and brand performance = exploring new dynamics and future trends in marketing /
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