Data Analytics and Influencer Marketing for Cultivating Brand Evangelism and Affinity - Couverture souple

Couverture souple

ISBN 13 : 9798369377741

Editeur : Business Science Reference, 2024

Synopsis

Influencer marketing leverages the reach and trust of influencers to enhance brand awareness, affinity, and evangelism. Influencers who genuinely resonate with the brand can provide authentic endorsements, which are more likely to be trusted by their followers. This trust translates into stronger brand affinity and loyalty. Effective influencer campaigns have the potential to go viral, significantly amplifying the brand's message and reach, which can foster a community of brand evangelists. Influencers excel at storytelling, creating engaging and relatable content that resonates with their audience. This type of content can enhance brand affinity by aligning the brand's values with those of the audience. Leveraging customer data, brands can design influencer campaigns that are personalized to the preferences and behaviors of different segments, enhancing relevance and engagement. By leveraging data analytics and influencer marketing strategically, brands can foster stronger brand evangelism and affinity, ultimately driving growth and long-term success. Data Analytics and Influencer Marketing for Cultivating Brand Evangelism and Affinity provides comprehensive research on the application of data analytics and influencer marketing in harnessing brand evangelism and affinity in customers. It further provides details about the impact, application, and role of data analytics and influencer marketing platforms in promoting brand evangelism and brand affinity in customers. Covering topics such as brand trust, purchase intention, and social media marketing, this book is an excellent resource for researchers, graduate and postgraduate students, academicians, business leaders, marketing professionals, and more.

A propos du livre

À propos des auteurs

Fazla Rabby is an accomplished academic and professional with a diverse background in education, management, and marketing. Holding a Ph.D. from the University of Southern Queensland, their education includes degrees and diplomas in management, leadership, and information systems from Central Queensland University and the University of Madras. As a Teaching Academic at Macquarie University and Lecturer at Canterbury Institute of Management, Dr. Rabby designs and delivers educational activities, assesses student progress, and contributes to curriculum development. Their role as Academic Director at Stanford Institute of Management and Technology highlights their leadership in stakeholder relationships, business strategies, and HR management. Previously, Dr. Rabby excelled in sales and marketing roles, including Director of Australian Sales and Marketing and Managing Director of Sales Solutions Australia. A prolific researcher and presenter, they focus on blockchain, digital marketing, AI, service marketing and consumer behavior, with upcoming projects on industry innovation and AI in education.

Dr. Rohit Bansal is working as an Adjunct Faculty in Pacific College Sydney, Australia. He is also working as a Faculty in Department of Management Studies in Vaish College of Engineering, Rohtak. He is a perseverant, passionate academician cum seasoned professional. He obtained Ph.D. in Management from Maharshi Dayanand University, Rohtak. With a rich experience of 17 years, he has achieved growth through robust and proactive academic initiatives. He has authored & edited 42 books with renowned national & international publishers including Springer, IGI Global USA, Scrivener-Wiley Publishing, De Gruyter, Germany, Central West Publishing, Australia etc. In addition to, Dr. Rohit has published 160 research papers and chapters in journals of repute including Scopus indexed as well as edited books. His research work is published in leading publishers like Springer, MDPI, HIndawi, IGI Global, Cell Press, De Gruyter, Elseveir, Inderscience, Wiley etc. He has also presented papers in 55 conferences and seminars including IIM Indore, IIM Ranchi, IIM Jammu and IIM Kozhikode. His area of interest includes marketing management, organizational behavior, services marketing, customer engagement, digital marketing, influencer marketing, human resource management, emerging technologies, e-learning and climate change. He is Managing Editor of International Journal of 360° Management Review. He has served as member of technical committee in many international conferences. He has acted as Session Chair and speaker in many international conferences. He has been awarded many times for contribution to academics and research.He is a member of many national and international organizations.

Aziza Chakir is a Senior Lecturer, Keynote Speaker and currently serve as a HDR professor in the university Hassan II. Her research interests include in the area of Computer Engineering, Information Systems, Digital culture, Consumer Behavior, Software Engineering, Knowledge Transfer Technology, IT Governance, Cloud Computing, Suitable Development (Green IT..), Machine Learning, Big Data, Data mining... She is currently working on many projects such as “Green computing” Her disciplines include Architectural Engineering Information Technology, Politics Information Systems (Business Informatics) and Artificial Intelligence Distributed Computing. Her skills and expertise fall into the fields of Risk Management, Business Intelligence, IT Governance, Corporate Governance, Information Technology, Cloud Computing, and E-Government. She has authored & edited many books with renowned national & international publishers including IGI Global USA, Lambert Academic Publishing, Springer, etc. In addition, she has published research papers in national and international journals indexed by Scopus. She has also reviewed many international journals indexed by Scopus., “Ecological frameworks”

Ajay Jain is working as assistant professor in SCMKVM, Indore and National Coordinator-India, Research Foundation of India. He is research head ABVP (Malwa Prant) Indore, MP. Besides, he is an editorial board member of IJIERM and AJEEE. He has published a few books with renowned publishers. Moreover, he has many publications to his credit in ugc care and scopus indexed journals. He has been awarded many times for contribution to academic and research. His area of interest includes Digital Marketing, Consumer Behavior, Information Technology, Communication and Marketing/Finance skills.

Détails de l'édition

• Éditeur: Business Science Reference
• Date d'édition: 2024
• Langue: anglais
• ISBN 13: 9798369377741
• Reliure: Broché
• Nombre de pages: 518
• Éditeur: Fazla Rabby, Bansal Rohit, Chakir Aziza, Jain Ajay, Sahai Seema
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible