Influencers. Influencer Marketing: Concepts, Strategy, and Applications for Business Students (en Inglés) - MARIO CHINAS

Influencer marketing has become a central element of modern digital marketing, shaping how organisations communicate with consumers and influence purchasing behaviour.

This book provides a clear and structured introduction to influencer marketing, designed for business students and early-career professionals. It explains how influencer marketing fits within the broader marketing framework, while also examining how influencers shape communication, perception, and decision-making.

The book covers key concepts including influencer identification, affiliate marketing, campaign strategy, and ethical considerations. It also explores how organisations design, implement, and evaluate influencer marketing campaigns in practice.

Emphasis is placed on linking theory with application, enabling readers to both understand concepts and apply them effectively in academic coursework and professional environments.

This book will help you:

This book is suitable for business and marketing students, as well as professionals seeking a structured introduction to influencer marketing.

Part of the Business Studies Essentials Series.