Marketing: Reality or Oxymoron -- 4. Building Brand Authenticity: The Managerial Perspective -- 5. Authenticity: Is It Really … relevance to marketing management. The author draws on several disciplines, including arts, philosophy, sociology and psychology …, as well as focusing on important sub-fields within the field of marketing such as consumer behaviour and tourism …

virtual world, a conceptual perspective on virtual influencers and influencer marketing -- Chapter 8. Virtual world, fear of … missing out and its impact on impulsive buying -- Chapter 9. Virtual Influencers, the Future of Marketing and Branding … and trustworthy. This edited book examines this new era of marketing by focusing on the impact of employing celebrities …