The Dynamics of Influencer Marketing

This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence.

José M. Álvarez-Monzoncillo (Ph.D, Complutense University of Madrid) is full-time Pofessor of Audiovisual Communications at Rey Juan Carlos University in Madrid. He is currently the Course Director of a Master's degree in Television Journalism and Director of the Infocent research group. His research and teaching interests include international media strategies, media branding, media business models, media and cultural policy, social media and media industries/cultural industries.

Introduction José M. Álvarez-Monzoncillo Chapter 1. Making use of digital methods to study influencer marketing Prince Chacko Johnson and Christian Sandström Chapter 2. The marketing of UGC, media industries and business influence: the Hydra of Lerna and the Sword of Heracles José M. Álvarez-Monzoncillo and Marina Santín Chapter 3. The power of algorithms and keys of participation José Esteves Chapter 4. Reviewing the Commercial and Social Impact of Social Media Influencers Chen Lou, Tiffany Chee and Xuan Zhou Chapter 5. The evolution of the influence business Antonio Baraybar Chapter 6. Influencer Marketing Dynamics: The Roles of Social Engagement, Trust, and Influence Sylvia Chan-Olmsted and Hyehyun Julia Kim Chapter 7. How Instagram & YouTube Users Share News: Algorithms, Monetization and Visibility on Social Media Jonathon Hutchinson and Tim Dwyer Chapter 8. A Cross-pollination of Fame? Star Athletes and Influencers on Instagram Emilio Fernández Peña, Natividad Ramajo and Adolfo Nieto Chapter 9. Crowd influences in branded communities: the case of CrossFit Anne Morawietz, Adele Berndt and Tomas Müllern Chapter 10. Three key practices of imagine building in entrepreneurial identity work of freelance journalists Sven-Ove Horst and Toon Brouwers Index