個案資料

Social media influencers have been at the peak of pop culture for the past few years, everyday people suddenly becoming celebrities and influencers for Millennials and Generation Z. Calling themselves creators, influencers now exist in every industry and have widespread, highly engaged followings; many companies are eager to work with them to build their brands. This text offers an overview of influencer marketing, focusing on collaboration between organizations and influencers. Brand managers, agency professionals, new influencers, and students will particularly benefit from this book, gaining practical advice and learning from examples in areas such as the Creator Economy, typology of influencers, and considerations for campaign design. A valuable introduction to the influencer marketing ecosystem and the influencer marketing relationships framework, Celebrity 2.0 shows how content marketing, native advertising, and influencer marketing can effectively come together. Chapter 6 focuses on some of the issues to consider when implementing influencer marketing campaigns. While it may be difficult, brands must let go a bit and give influencers some creative control, not too much but not too little. Legal considerations are described, such as contract clauses to protect the brand (for both the company and the influencer), compensation, and disclosures. Ethical considerations, like influencer fraud, are explored. Mistakes and unintended consequences are inevitable as influencer marketing is still relatively new; brand safety is crucial, and vetting influencers rigorously is vital to retaining brand safety. The chapter ends with a discussion on the future of influencer marketing, including topics such as evolving platforms, new and diverse influencers, multiple revenue streams, and potential research areas.

• Social media
• Digital marketing
• Advertising media
• Marketing
• Advertising campaigns
• Brand management
• Marketing strategy
• Advertising
• Advertising strategy