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

Tabari, Saloomeh, Ding, Qing Shan

Celebrity, Social Media Influencers and Brand Performance: Exploring New Dynamics and Future Trends in Marketing
  • 出版商: Palgrave MacMillan
  • 出版日期: 2024-08-28
  • 售價: $7,010
  • 貴賓價: 9.5 折 $6,660
  • 語言: 英文
  • 頁數: 231
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 3031635159
  • ISBN-13: 9783031635151
  • 相關分類: 行銷/網路行銷 Marketing

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商品描述

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 the future of advertising.

商品描述(中文翻譯)

名人代言已被證明是一種有效的方式，可以增強品牌相關的態度、強化行為意圖並塑造品牌認知。事實上，企業在名人代言上投入了大量資源，以利用消費者與品牌之間的情感聯繫，從而實現其期望的品牌形象，並提高品牌知名度、差異化及品牌忠誠度。簡而言之，受到喜愛的名人和影響者代言的品牌變得更加可信和可靠。

本書探討了這個新的行銷時代，重點關注利用名人、社交媒體影響者（SMIs）和虛擬影響者代言品牌作為一項關鍵廣告策略的影響。特別是，它聚焦於社交媒體使用的興起及其在數位時代廣告策略中的相應變化。除了探討名人影響者的崛起及其價值外，本書還採取批判的視角，檢視他們在助長物質主義、造成青少年心理健康問題以及促進快時尚發展中的角色。透過這種平衡且全面的方法，本書是任何對廣告未來感興趣的人的重要資源。

作者簡介

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.

作者簡介(中文翻譯)

Saloomeh Tabari 是卡迪夫大學卡迪夫商學院的行銷與策略講師。她的研究重點在於顧客體驗，特別是服務與行銷中的跨文化溝通與敏感性。她的研究已發表於多本國際領先的學術期刊和書籍，並在國際會議上進行報告。Saloomeh 目前也是多本國際期刊的編輯委員會成員，並擔任《Journal of Islamic Marketing》的副編輯。

Qing Shan Ding 是哈德斯菲爾德大學哈德斯菲爾德商學院的高級講師。他的主要研究興趣在於消費者行為與品牌，探討各種文化與身份因素如何影響品牌偏好與購買意圖。他的研究已發表於多本國際領先的期刊，並最近轉向數位與社交媒體行銷領域。

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