Influencer Marketing in Navigating Trends and Ethical Considerations-Reference-Cited by-同舟云学术

Influencer Marketing in Navigating Trends and Ethical Considerations

Published:2024-05-17 Issue: Volume: Page:1-18
ISSN:2327-5502
Container-title:Advances in Marketing, Customer Relationship Management, and E-Services
language:
Short-container-title:

Author:

Nadeem Iram¹,Tunga Jashmitha¹,Badsheshi Shradha¹,Reddy Vijaya Paidi¹

Affiliation:

1. Woxsen University, India

Abstract

In the rapidly evolving landscape of marketing and consumer science, influencer marketing has surged to the forefront as a transformative force in shaping brand relationships. This book chapter delves comprehensively into the dynamic realm of influencer marketing, intricately exploring its integration within the evolving service economy and its profound impact on shaping consumer preferences. A key focus is directed toward understanding how internet platforms, artificial intelligence, and big data synergize to enhance marketing strategies through influencers.

Publisher

IGI Global

Reference39 articles.

1. Baxter, A., & O’Brien, M. (2023). The Rise of Long-Term Influencer Partnerships. Retrieved from https://www.forbes.com/sites/forbesagencycouncil/2023/08/23/the-rise-of-long-term-influencer-partnerships/

2. Understanding influencer marketing: The role of congruence between influencers, products and consumers

3. Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude

4. deGeyter, S. G. (2022, April 13). 15 Digital Marketing ROI Metrics You Need to Know. Search Engine Journal. https://www.searchenginejournal.com/metrics-digital-marketing-roi/253479/

5. Disclosures 101: New FTC resources for social media influencers. (2022, June 9). Federal Trade Commission. https://www.ftc.gov/business-guidance/blog/2019/11/disclosures-101-new-ftc-resources-social-media-influencers