Mohlo by sa vám tiež páčiť

Viac informácií o knihe Effectiveness of Influencer Marketing

• Parametre knihy
• Anotácia kniha
• Obľúbené z iného súdka

Nákupom získate 314 bodov

Anotácia knihy

Influencers are defined as independent opinion leaders on social media networks who influence the attitudes of their followers through blogs, tweets and the use of other social media. As a result, influencer marketing has become an integral part of brands' marketing strategies. This book has the overarching goal to examine the impact of influencer marketing on consumer behavior and the resulting business success. The first empirical project explicitly examines the question of which influencer characteristics should be considered in the selection process in order to increase different campaign metrics along the consumer decision journey. Campaign data from several brands is used for the project and is extended with survey data from a large-scale consumer survey. The second empirical project examines how the influencer marketing channel, compared to other firm and consumer activities, affects consumer interest and firm performance. The project uses historical data from one of Europe's largest specialized online retailers and analyzes it in a time series model.

Parametre knihy

Zaradenie knihy Knihy po anglicky Economics, finance, business & management Business & management Sales & marketing

• Celý názov: Effectiveness of Influencer Marketing
• Autor: Jane Johne
• Jazyk: Angličtina
• Väzba: Brožovaná
• EAN: 9783658412968
• ID: 43097159
• Nakladateľ: Springer, Berlin
• Rozmery: 210 × 148 mm
• Dátum vydania: 06. September 2023

Obľúbené z iného súdka

---

---

---