The Influencer Factory

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The Influencer Factory

Grant Bollmer,Katherine Guinness
The Influencer Factory Book PDF

Author : Grant Bollmer,Katherine Guinness
Publisher : Stanford University Press
Page : 319 pages
File Size : 55,7 Mb
Release : 2024-04-16
Category : Social Science
ISBN : 9781503638808

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The Influencer Factory by Grant Bollmer,Katherine Guinness Pdf

Influencers are more than social media personalities who attract attention for brands, argue Grant Bollmer and Katherine Guinness. They are figures of a new transformation in capitalism, in which the logic of the self is indistinguishable from the logic of the corporation. Influencers are emblematic of what Bollmer and Guinness call the "Corpocene": a moment in capitalism in which individuals achieve the status of living, breathing, talking corporations. Behind the veneer of leisure and indulgence, most influencers are laboring daily, usually for pittance wages, to manufacture a commodity called "the self"—a raw material for brands to use—with the dream of becoming corporations in human form by owning and investing in the products they sell. Refuting the theory that digital labor and economies are immaterial, Bollmer and Guinness search influencer content for evidence of the material infrastructure of capitalism. Each chapter looks to what literally appears in the backgrounds of videos and images: the houses, cars, warehouses, and spaces of the market that point back to the manufacturing and circulation of consumer goods. Demonstrating the material reality of producing the self as a commodity, The Influencer Factory makes a crucial contribution to our understanding of contemporary economic life.

The Influencer Factory

Grant Bollmer,Katherine Guinness
The Influencer Factory Book PDF

Author : Grant Bollmer,Katherine Guinness
Publisher : Unknown
Page : 0 pages
File Size : 47,6 Mb
Release : 2024
Category : Literary Criticism
ISBN : 1503638790

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The Influencer Factory by Grant Bollmer,Katherine Guinness Pdf

Influencers are more than social media personalities who attract attention for brands, argue Grant Bollmer and Katherine Guinness. They are figures of a new transformation in capitalism, in which the logic of the self is indistinguishable from the logic of the corporation. Influencers are emblematic of what Bollmer and Guinness call the "Corpocene: " a moment in capitalism in which individuals achieve the status of living, breathing, talking corporations. Behind the veneer of leisure and indulgence, most influencers are laboring daily, usually for pittance wages, to manufacture a commodity called "the self"--a raw material for brands to use--with the dream of becoming corporations in human form by owning and investing in the products they sell. Refuting the theory that digital labor and economies are immaterial, Bollmer and Guinness search influencer content for evidence of the material infrastructure of capitalism. Each chapter looks to what literally appears in the backgrounds of videos and images: the houses, cars, warehouses, and spaces of the market that point back to the manufacturing and circulation of consumer goods. Demonstrating the material reality of producing the self as a commodity, The Influencer Factory makes a crucial contribution to our understanding of contemporary economic life.

How to Promote Your Business on TikTok

Alessandro Bogliari
How to Promote Your Business on TikTok Book PDF

Author : Alessandro Bogliari
Publisher : The Influencer Marketing Factory
Page : 26 pages
File Size : 40,7 Mb
Release : 2020-04-16
Category : Business & Economics
ISBN : 8210379456XXX

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How to Promote Your Business on TikTok by Alessandro Bogliari Pdf

Did you know that over 90% of brands are currently using social media to build brand awareness? According to Hootsuite (2019), 88% of Americans aged 18-29 are using social media, and 69% of United States adults have a social media profile. It’s safe to say that marketing companies are making the right move by targeting social media users to increase brand popularity. Each social media platform has learned a lesson or two from its predecessor on keeping their users engaged. Next in line is the social media platform TikTok.

Marketing and Advertising in the Online-to-Offline (O2O) World

Dinana, Hesham Osama
Marketing and Advertising in the Online to Offline O2O World Book PDF

Author : Dinana, Hesham Osama
Publisher : IGI Global
Page : 332 pages
File Size : 55,8 Mb
Release : 2022-10-28
Category : Business & Economics
ISBN : 9781668458464

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Marketing and Advertising in the Online-to-Offline (O2O) World by Dinana, Hesham Osama Pdf

The field of marketing has changed for the good as the lines between the online and the offline worlds continue to blur and merge as new metaverses emerge. The evolution of online-to-offline and offline-to-online strategies and business models are transforming the research agenda for academicians and work practices for professionals. Further study on this evolution is required to fully understand the opportunities and future directions. Marketing and Advertising in the Online-to-Offline (O2O) World presents an insight into online and offline marketing strategies and practices and focuses on the emerging trend in the online and offline worlds. The book also explores the potential use of emerging technologies such as virtual reality, mixed reality, and big data analytics in different marketing and advertising functions. Covering key topics such as consumer behavior, brand equity, advertising, and brand performance, this reference work is ideal for business owners, industry professionals, managers, administrators, policymakers, researchers, academicians, scholars, practitioners, instructors, and students.

The Influencer Code

Amanda Russell
The Influencer Code Book PDF

Author : Amanda Russell
Publisher : Hatherleigh Press
Page : 192 pages
File Size : 44,7 Mb
Release : 2020-09-02
Category : Business & Economics
ISBN : 9781578268252

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The Influencer Code by Amanda Russell Pdf

The Influencer Code is the essential reference for any company looking to leverage the power of influencers to elevate their brand and grow their business. From Fortune 500s to local fitness studios, whether you offer financial services or sell donuts, reaching today's consumers is more complicated than ever. More and more, marketers are reaching out to people who style themselves "influencers": those people who have a big—and, more importantly—loyal audience ready to hear what they have to say about anything. Yet despite "influencer marketing" fast becoming one of the biggest buzz terms of the decade, it couldn't be more misunderstood. Written by an accomplished entrepreneur, professor, and award-winning YouTube star, The Influencer Code breaks down the biggest myths that brands are getting wrong and shows you how to get it right by defining and showcasing what true influencer marketing is and how to leverage it to achieve your business goals in a simple yet powerful 3-step code. The Influencer Code simplifies the complex world of influencer marketing, covering how to research, evaluate, and employ the right influencers for their markets, as well as how to legally and strategically integrate them into marketing campaigns to achieve specific goals. The future of marketing depends on forming authentic partnerships between brands and influencers. The go-to resource for all things influencer marketing, The Influencer Code is your shortcut to making that future a reality.

Influence Marketing

Danny Brown,Sam Fiorella
Influence Marketing Book PDF

Author : Danny Brown,Sam Fiorella
Publisher : Que Publishing
Page : 279 pages
File Size : 44,6 Mb
Release : 2013-04-29
Category : Business & Economics
ISBN : 9780133391640

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Influence Marketing by Danny Brown,Sam Fiorella Pdf

Identify and Manage the Influence Paths That Convert Brand Awareness to Customer Acquisition! Today, you face a brutally tough, maddeningly elusive new competitor: the “wisdom of crowds.” Social media gives consumers 24x7 access to the attitudes and recommendations of their most engaged peers. These are the views that shape buying decisions. These are the views you must shape and use. Influence Marketing won’t just help you identify and enlist key influencers: it will help you manage the influence paths that lead consumers to buy. By sharing empirical evidence of hard-won lessons from pioneering influence marketers, Danny Brown and Sam Fiorella provide a blueprint that moves influence marketing beyond simple brand awareness and into sales acquisition and customer life time value measurement. They integrate new tools and techniques into a complete methodology for generating more and better leads—and converting them faster, at higher margins. • Put the customer—not the influencer—at the center, and plan influence marketing accordingly • Recognize where each prospect stands in the purchase life cycle right now • Clarify how your consumers move from brand preference to purchase • Identify key micro-influencers who impact decisions at every stage • Gain indispensable insights into the context of online relationships • Recognize situational factors that derail social media brand recommendations • Understand social influence scoring models and overcome their limitations • Re-engineer and predict influence paths to generate measurable action • Master the “4 Ms” of influence marketing: make, manage, monitor, measure • Transform influence marketing from a “nice-to-have” exercise into a powerful strategy Additional online resources can be found at www.influencemarketingbook.com

Manipulating the Message

Cecil Rosner
Manipulating the Message Book PDF

Author : Cecil Rosner
Publisher : Dundurn
Page : 164 pages
File Size : 51,5 Mb
Release : 2023-10-31
Category : Social Science
ISBN : 9781459751279

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Manipulating the Message by Cecil Rosner Pdf

Journalists hate the term fake news, but there’s a troubling reality: spin doctors routinely try to dupe them into reporting misleading and distorted stories. Check the news on any given day and here’s what you’ll find: Governments routinely lie. Companies inflate claims about their products and practices. Institutions release studies with misleading data meant to deceive. Police departments, infected by systemic racism, downplay crimes against Indigenous and racialized people. The public depends on the media to help them understand the world, but are journalists catching all the daily lies, omissions, and distortions? Shrinking newsrooms and an army of spin doctors mean journalists can get duped. Despite valiant efforts by a handful of investigative journalists, the truth is routinely left behind. Award-winning journalist Cecil Rosner insists there is something we can do about this. We can pressure news organizations to stop blindly regurgitating the firehose of press releases and focus instead on determining what is actually true. Rosner empowers readers by sharing his techniques for detecting misinformation and disinformation.

Influencer Marketing Strategy

Gordon Glenister
Influencer Marketing Strategy Book PDF

Author : Gordon Glenister
Publisher : Kogan Page Publishers
Page : 305 pages
File Size : 49,9 Mb
Release : 2021-03-03
Category : Business & Economics
ISBN : 9781789667264

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Influencer Marketing Strategy by Gordon Glenister Pdf

SHORTLISTED: Business Book Awards 2022 - Sales & Marketing category Create an influencer marketing strategy that benefits both brand and the influencer with this fascinating guide, rich in case studies from the biggest and the best and the small and specialist. Influencer marketing can no longer be ignored. Whether it's broad scale celebrity endorsement, or micro-influencers with niche, highly targeted followings, influencer marketing has become a natural extension of content marketing. However, while the opportunities are vast, the very nature of influencer marketing means that a brand must relinquish control of their marketing message to allow the influencer to communicate in their natural style. This can be unnerving, and it's therefore imperative to have a clearly defined campaign that mutually benefits and protects both the brand and the influencer. Influencer Marketing Strategy gives readers everything they need to create influencer marketing strategy. It will walk readers through the key considerations, and offer insight into decisions such as choosing the right influencer, planning content, and how to incorporate influencer marketing into your wider marketing strategy. This book presents fascinating, in-depth case studies from the beauty, fashion, gaming, travel, health and tech industries, demonstrating the variety of ways that influencer marketing can be utilized, and the huge opportunities it presents for organizations and industries of all sizes. Influencer Marketing Strategy is the ultimate guide to developing a successful influencer marketing strategy - and building campaigns that create real value.

Ultimate Guide to Influencer Marketing

Eric Butow,Stephanie Garcia
Ultimate Guide to Influencer Marketing Book PDF

Author : Eric Butow,Stephanie Garcia
Publisher : Entrepreneur Press
Page : 170 pages
File Size : 48,6 Mb
Release : 2024-05-07
Category : Business & Economics
ISBN : 9781613084748

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Ultimate Guide to Influencer Marketing by Eric Butow,Stephanie Garcia Pdf

Leverage the power of influencer marketing for your business. The Ultimate Guide to Influencer Marketing is a comprehensive resource that equips small business owners with the knowledge they need to effectively connect with influencers. This book covers crucial aspects of influencer marketing, offering practical advice and actionable strategies. Learn more about: The importance of investing in influencer marketing for your business Identifying the right type of influencer for your brand and product Working with micro-influencers that are niche specific and budget friendly Organizing and running your influencer marketing campaigns Analyzing the results of your campaign to maximize your ROI Leveraging influencer relationships to grow your business Ultimate Guide to Influencer Marketing is an essential tool for small business owners looking to harness the power of influencer marketing.

Crafting Customer Experience Strategy

Sapna Popli,Bikramjit Rishi
Crafting Customer Experience Strategy Book PDF

Author : Sapna Popli,Bikramjit Rishi
Publisher : Emerald Group Publishing
Page : 176 pages
File Size : 42,6 Mb
Release : 2021-05-04
Category : Business & Economics
ISBN : 9781839097126

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Crafting Customer Experience Strategy by Sapna Popli,Bikramjit Rishi Pdf

Crafting Customer Experience Strategy: Lessons from Asia looks at how Customer Experience Management can be vital in providing a competitive advantage for businesses. This is essential reading for marketing scholars and practitioners looking for insights into improving their customers' experiences.

Celebrity 2.0

Stacy Landreth Grau
Celebrity 2 0 Book PDF

Author : Stacy Landreth Grau
Publisher : Business Expert Press
Page : 223 pages
File Size : 51,9 Mb
Release : 2022-05-12
Category : Business & Economics
ISBN : 9781637422090

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Celebrity 2.0 by Stacy Landreth Grau Pdf

Social media influencers rule the world! Gone are the days of worshipping movie stars and athletes only for their talent. Everyday people are fast becoming the new celebrities and thus influencers for Millennials and Generation Z. In the past few years, social media influencers dominate pop culture and brands are eager to work with them to build their brands. From music to gaming; from fashion to sports; from wellness to lifestyle branding there are more than 50 million people calling themselves “creators” and many are influencers amassing a highly engaged community. For brands, what are the most effective ways to identify and cultivate influencers and support content creation? This book is for anyone who wants to understand the landscape of influencer marketing with an eye for collaborations between influencers and companies. Perfect for brand managers and agency professionals, up and coming influencers, and students wanting to enter this exciting field of marketing, this book combines practical advice and examples with an overview of the academic insights to date. Topics include creators and the creator economy, typology of influencers, how to work with them, considerations for campaign design and implementation. Celebrity 2.0: The Role of Social Media Influencer Marketing to Build Brands is a great primer to the influencer marketing ecosystem and the influencer marketing relationship framework to learn how content marketing, native advertising and content marketing all come together.

Digital Fashion Innovations

Abu Sadat Muhammad Sayem
Digital Fashion Innovations Book PDF

Author : Abu Sadat Muhammad Sayem
Publisher : CRC Press
Page : 219 pages
File Size : 41,5 Mb
Release : 2023-06-05
Category : Business & Economics
ISBN : 9781000881219

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Digital Fashion Innovations by Abu Sadat Muhammad Sayem Pdf

Digitalisation is becoming a standard practice in the fashion industry. Innovation in digital fashion is not just limited to computer-aided design (CAD) and manufacturing (CAM), rather it runs throughout the fashion supply chain, from product life cycle management and developing new business models that promote sustainability to connecting virtual and augmenting reality (VR/AR) with fashion for enhanced consumers experience through smart solutions. Digital Fashion Innovations: Advances in Design, Simulation, and Industry captures the state-of-art developments taking place in this multi-disciplinary field: Discusses digital fashion design and e-prototyping, including 2D/3D CAD, digital pattern cutting, virtual drape simulation and fit analysis. Covers digital human modelling and VR/AR technology. Details digital fashion business and promotion, including application of e-tools for supply chain, e-commerce, block chain technologies, big data, and artificial intelligence (AI). This interdisciplinary book will appeal to professionals working in textile and fashion technology, those developing AR and AI for clothing end uses, and anyone interested in the business of digital fashion and textile design. It will also be of interest to scientists and engineers working in anthropometry for a variety of disciplines, such as medical devices and ergonomics.

Understanding Strategic Management

Anthony Henry
Understanding Strategic Management Book PDF

Author : Anthony Henry
Publisher : Oxford University Press
Page : 408 pages
File Size : 55,8 Mb
Release : 2021
Category : Management
ISBN : 9780198859833

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Understanding Strategic Management by Anthony Henry Pdf

Understanding Strategic Management is the ideal introduction to strategy for students who require a concise, informative and practical approach. The book's four-part structure defines the concept of strategy, before using the overarching strategic framework of analysis, formulation, andimplementation to show how strategy can be used to develop a sustainable competitive advantage in business.The author conveys the realities of strategic management through diverse, international and contemporary examples, while Strategy in Focus boxes use examples from popular media to show strategic management issues at work in the headlines we read every day. A longer, integrated case study in everychapter ties together multiple strategic challenges that affect businesses large and small, public and private. Review and discussion questions then encourage students to be critical of the material and juxtapose alternative concepts and frameworks to evaluate their strengths and weaknesses.Students may extend their learning with additional material available as part of the online resources. Written by the author to build seamlessly on the book, Extension Material is signposted from every chapter, providing further depth on a specific topic where required. Multiple choice questions arealso signposted at the end of every chapter, encouraging students to test their knowledge and understanding.The rounded approach, extensive examples, and additional resources make this book a balanced and accessible introduction for students taking their first steps into strategic management.The ebook offers a mobile experience and convenient access: www.oxfordtextbooks.co.uk/ebooksThe online resources include:For students:Internet exercisesGlossaryExtension materialWorking through strategyMultiple-choice questionsAdditional recommended resourcesFor lecturers:Bank of additional case studiesAdditional discussion questions and promptsTest bankFurther case materialAnswers to discussion questionsPowerPoint slidesFigures and tables from the book

Branding that Means Business

Matt Johnson,Tessa G Misiaszek
Branding that Means Business Book PDF

Author : Matt Johnson,Tessa G Misiaszek
Publisher : PublicAffairs
Page : 184 pages
File Size : 46,9 Mb
Release : 2022-10-25
Category : Business & Economics
ISBN : 9781541701687

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Branding that Means Business by Matt Johnson,Tessa G Misiaszek Pdf

A revelatory guide on how to build, sustain and grow a brand. A brand is either beloved, or it’s noise. We live in a fast-paced world of immediate gratification where consumers can listen to any song, watch any movie, or read any article, with the touch of a few buttons. They are peppered with hyper-personalized targeting for products that can be ordered seamlessly and arrive within hours. And if your brand isn’t the first to come to mind, they’ll click that button and it’ll be delivered by someone else. So how do you make sure your brand connects with consumers? Branding that Means Business draws from the authors’ experience and business literature as well as psychology, sociology, and even anthropology to show readers that while any brand serves the business, the mechanisms that enable it are all about connecting with people. Readers will learn how to create, maintain, and operationalize their brand, and think creatively about how to differentiate their product and most importantly, make consumers fall in love with it.

Materialist Media Theory

Grant Bollmer
Materialist Media Theory Book PDF

Author : Grant Bollmer
Publisher : Bloomsbury Publishing USA
Page : 205 pages
File Size : 40,8 Mb
Release : 2019-09-19
Category : Social Science
ISBN : 9781501337109

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Materialist Media Theory by Grant Bollmer Pdf

Our technologies rely on an ever-expanding infrastructure of wires, routers, servers, and hard drives-a proliferation of devices that reshape human interaction and experience prior to conscious knowledge. Understanding these technologies requires an approach that foregrounds media as an agent that collaborates in the production of the world beyond content or representation. Materialist Media Theory provides an accessible, synthetic account of the cutting edge of the theoretical humanities, examining a range of approaches to media's physical, infrastructural role in shaping culture, space, time, cognition, and life itself. More than a mere introduction, Materialist Media Theory provides a critical intervention into matter and media, of interest to students and researchers in media studies, communication, cultural studies, visual culture, and beyond. Media determine our reality, and any politics of media must begin by foregrounding the media's materiality.