Routledge Companion to Influencer Marketing

This comprehensive volume provides academics, researchers, and students with a thorough introduction to the latest scholarship in influencer marketing. Influencer marketing has steadily been growing from the first wave into its own profession with agencies, brands, and social media platforms specialising in influencer campaigns. An influencer marketing trade body has emerged, job adverts are calling for content creators and influencer managers, and brands are increasingly spending millions in influencer campaigns. This in turn has spurred increased research into how individuals become influencers, how audiences respond to their content differently from branded, and how brands can incorporate them into marketing campaigns.This book explores the various aspects of research on influencer marketing and how research can complement and grow the profession. As a collection, it offers a broad understanding of how influencer marketing research plays a pivotal role as a new communication tool. Furthermore, it brings together the theoretical aspects of influencer marketing and examines the different approaches by industry and geographical regions.Consolidating existing scholarship while exploring emerging theories and ideas, this volume will be of interest to researchers, academics, and students in marketing communications, consumer studies, and branding, as well as social media and cultural studies.