Influencers are defined as independent opinion leaders on social media networks who influence the attitudes of their followers through blogs, tweets and the use of other social media. As a result, influencer marketing has become an integral part of brands' marketing strategies. This book has the...

"[This book] is a pivotal reference source for the latest scholarly research on social networking participation expectations and values to examine individual performance in digital communication activities. Featuring coverage across a range of topics, such as crisis communication, social...