Influencer Marketing in the Digital Age - Akude, Derrick Nukunu
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Influencer Marketing in the Digital Age: Building Authentic Brand Relationships examines the transformative role of influencer marketing in shaping modern brand strategies. It highlights how social media platforms have positioned influencers as key intermediaries between brands and consumers, fostering a shift from purely transactional collaborations to meaningful partnerships based on shared values.A core focus of the book is the significance of authenticity in influencer marketing, as consumers increasingly value genuine connections over overt advertising. The text explores how authenticity…mehr

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Produktbeschreibung
Influencer Marketing in the Digital Age: Building Authentic Brand Relationships examines the transformative role of influencer marketing in shaping modern brand strategies. It highlights how social media platforms have positioned influencers as key intermediaries between brands and consumers, fostering a shift from purely transactional collaborations to meaningful partnerships based on shared values.A core focus of the book is the significance of authenticity in influencer marketing, as consumers increasingly value genuine connections over overt advertising. The text explores how authenticity enhances customer engagement, strengthens brand credibility, and cultivates lasting loyalty. Through case studies, it showcases successful campaigns where influencers align with brand missions to craft compelling narratives that resonate with audiences.Combining practical frameworks with theoretical insights, the textbook offers a valuable resource for marketers and academics, providing actionable strategies to navigate the evolving influencer marketing landscape and build sustainable, authentic relationships with consumers.
Autorenporträt
Derrick Nukunu Akude is an accomplished marketing expert and academic with extensive experience in both industry and academia. Holding a Ph.D. in Business Administration from the University of Cape Coast, his research focuses on consumer behavior, green marketing, service quality and digital marketing.