Celebrity, Social Media Influencers and Brand Performance (Hardcover)
Language: English
Published by Springer International Publishing AG, 2024
- Hardcover
- New
Seller: Grand Eagle Retail, Bensenville, IL, U.S.A.Grand Eagle Retail
AbeBooks seller since October 12, 2005
Condition: New
£ 197.21
Quantity: 1 available
Add to basketItem description from seller
Hardcover. 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. 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. Shipping may be from multiple locations in the US or from the UK, depending on stock availability.…
Seller Inventory # 9783031635151
- Title
- Celebrity, Social Media Influencers and Brand Performance (Hardcover)
- Author
- Saloomeh Tabari
- Publisher
- Springer International Publishing AG
- Publication year
- 2024
- Condition
- new
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 3031635159
- ISBN 13
- 9783031635151
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.
"Synopsis" may belong to another edition of this title.
About the Author
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.
"About the title" may belong to another edition of this title.
Grand Eagle Retail
Bensenville, IL, U.S.A.
AbeBooks seller since October 12, 2005
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