000 05099nam a22005415i 4500
001 978-3-031-63516-8
003 DE-He213
005 20260319152502.0
007 cr nn 008mamaa
008 240828s2024 sz | s |||| 0|eng d
020 _a9783031635168
_9978-3-031-63516-8
024 7 _a10.1007/978-3-031-63516-8
_2doi
050 4 _aHF5415.1255
072 7 _aKJS
_2bicssc
072 7 _aBUS043000
_2bisacsh
072 7 _aKJSC
_2thema
245 1 0 _aCelebrity, Social Media Influencers and Brand Performance
_h[electronic resource] :
_bExploring New Dynamics and Future Trends in Marketing /
_cedited by Saloomeh Tabari, Qing Shan Ding.
250 _a1st ed. 2024.
264 1 _aCham :
_bSpringer Nature Switzerland :
_bImprint: Palgrave Macmillan,
_c2024.
300 _aXIX, 216 p. 17 illus.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
505 0 _aChapter 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.
520 _aCelebrity 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.
650 0 _abranding
_xmarketing
_958950
650 0 _aTelemarketing.
650 0 _aInternet marketing.
_959122
650 0 _aAdvertising media planning.
_983017
650 1 4 _aBranding.
_964224
650 2 4 _aDigital Marketing.
650 2 4 _aMedia Planning.
_983018
700 1 _aTabari, Saloomeh.
_eeditor.
_4edt
_4http://id.loc.gov/vocabulary/relators/edt
_983019
700 1 _aDing, Qing Shan.
_eeditor.
_4edt
_4http://id.loc.gov/vocabulary/relators/edt
_983020
710 2 _aSpringerLink (Online service)
773 0 _tSpringer Nature eBook
776 0 8 _iPrinted edition:
_z9783031635151
776 0 8 _iPrinted edition:
_z9783031635175
776 0 8 _iPrinted edition:
_z9783031635182
856 4 0 _uhttps://doi.org/10.1007/978-3-031-63516-8
912 _aZDB-2-BUM
912 _aZDB-2-SXBM
999 _c62789
_d62789