Celebrity, Social Media Influencers and Brand Performance: Exploring New Dynamics and Future Trends in Marketing eBook

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About this eTextbook

Celebrity, Social Media Influencers and Brand Performance Exploring New Dynamics and Future Trends in Marketing 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. Celebrity, Social Media Influencers and Brand Performance: Exploring New Dynamics and Future Trends in Marketing and published by Palgrave Macmillan.

Publication details

eText ISBN: 9783031635168, 3031635167
Print ISBN: 9783031635151, 3031635159

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About this eTextbook

Publication details

eText ISBN: 9783031635168, 3031635167
Print ISBN: 9783031635151, 3031635159

What you receive

A licensed digital edition of this title, supplied as PDF or EPUB. The format is set by the publisher, so email us the ISBN before ordering and we will confirm which one it is.
Delivered to the email address on your order as a secure download link, usually within minutes and always within 24 hours of payment.
Download links do not expire and there is no cap on re-downloads. Readable on any computer, tablet or phone, online or offline.
This is a digital edition. Nothing is printed, packed or posted, and there is no delivery charge.