| 书目名称 | Celebrity, Social Media Influencers and Brand Performance | | 副标题 | Exploring New Dynami | | 编辑 | Saloomeh Tabari,Qing Shan Ding | | 视频video | | | 概述 | Offers a comprehensive understanding of how celebrity and influencer endorsements affect brand performances.Discusses the future of marketing and branding.Covers hot topics such as gen Z, travel desti | | 图书封面 |  | | 描述 | .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 | | 出版日期 | Book 2024 | | 关键词 | influencer marketing; brand awareness; brand loyalty; Advertising strategy; social media marketing; celeb | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-031-63516-8 | | isbn_softcover | 978-3-031-63518-2 | | isbn_ebook | 978-3-031-63516-8 | | copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl |
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书目名称Celebrity, Social Media Influencers and Brand Performance影响因子(影响力)
书目名称Celebrity, Social Media Influencers and Brand Performance影响因子(影响力)学科排名
书目名称Celebrity, Social Media Influencers and Brand Performance网络公开度
书目名称Celebrity, Social Media Influencers and Brand Performance网络公开度学科排名
书目名称Celebrity, Social Media Influencers and Brand Performance被引频次
书目名称Celebrity, Social Media Influencers and Brand Performance被引频次学科排名
书目名称Celebrity, Social Media Influencers and Brand Performance年度引用
书目名称Celebrity, Social Media Influencers and Brand Performance年度引用学科排名
书目名称Celebrity, Social Media Influencers and Brand Performance读者反馈
书目名称Celebrity, Social Media Influencers and Brand Performance读者反馈学科排名
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发表于 2025-3-21 19:26:05
