Perspective Chapter: The Rise of Influencer Culture - Marketing, Monetization, and Authenticity in the Social Sphere DOI
Zohaib Riaz Pitafi, Tahir Mumtaz Awan

IntechOpen eBooks, Journal Year: 2024, Volume and Issue: unknown

Published: Oct. 4, 2024

Influencer marketing has become a transformative force in modern marketing, altering brand engagement with consumers and redefining media consumption. The chapter examines the evolution from traditional celebrity endorsements to emergence of digital influencers, facilitated through social platforms such as Instagram, YouTube, TikTok. Key insights include classification influencers into micro-, macro-, mega each serving distinct roles levels. Micro-influencers, niche followings, often achieve higher rates closer connections their audience. Macro-influencers extend reach broader audiences, while similar celebrities, command significant presence. Influencers act trendsetters cultural icons, shaping public discourse societal norms authentic content that builds trust loyalty among followers. A crucial aspect discussed is importance authenticity influencer marketing. As more skeptical advertising, they value genuine, relatable influencers. role algorithms determining visibility emphasizes strategic for brands understand these mechanisms. Readers will gain comprehensive understanding about categorization significance building consumer trust.

Language: Английский

Circular economy in post consumption network: The role of re-commerce groups in social media platforms DOI
Ying Xie, Saleh Md Arman, Chang Su

et al.

Electronic Commerce Research and Applications, Journal Year: 2025, Volume and Issue: unknown, P. 101489 - 101489

Published: Feb. 1, 2025

Language: Английский

Citations

0
Shaping sustainable consumption practices: Changing consumers’ habits through lifestyle changes and Extended Producer Responsibility schemes DOI Creative Commons
Darius Corbier, Hazel Pettifor, Maureen D. Agnew

et al.

Resources Conservation and Recycling, Journal Year: 2025, Volume and Issue: 217, P. 108214 - 108214

Published: Feb. 27, 2025

Language: Английский

Citations

0
Perspective Chapter: The Rise of Influencer Culture - Marketing, Monetization, and Authenticity in the Social Sphere DOI
Zohaib Riaz Pitafi, Tahir Mumtaz Awan

IntechOpen eBooks, Journal Year: 2024, Volume and Issue: unknown

Published: Oct. 4, 2024

Influencer marketing has become a transformative force in modern marketing, altering brand engagement with consumers and redefining media consumption. The chapter examines the evolution from traditional celebrity endorsements to emergence of digital influencers, facilitated through social platforms such as Instagram, YouTube, TikTok. Key insights include classification influencers into micro-, macro-, mega each serving distinct roles levels. Micro-influencers, niche followings, often achieve higher rates closer connections their audience. Macro-influencers extend reach broader audiences, while similar celebrities, command significant presence. Influencers act trendsetters cultural icons, shaping public discourse societal norms authentic content that builds trust loyalty among followers. A crucial aspect discussed is importance authenticity influencer marketing. As more skeptical advertising, they value genuine, relatable influencers. role algorithms determining visibility emphasizes strategic for brands understand these mechanisms. Readers will gain comprehensive understanding about categorization significance building consumer trust.

Language: Английский

Citations

1