Influencer marketing : building brand communities and engagement

Cover -- Half Title -- Title Page -- Copyright Page -- Table of contents -- Contributors -- Introduction -- part 1 Exploring influencers and influencer marketing -- chapter 1 The rise of influencers and influencer marketing -- Learning outcomes -- Being influential and influencers -- Becoming an influencer on social media -- Influencers and content creation -- Influencer marketing: What makes it work? -- The power of electronic word of mouth -- Influencers, branded content, and purchase decisions -- Work relationship between influencers and brands -- Summary