Influencer Marketing: Interdisciplinary and Socio-Cultural Perspectives (Key Issues in Marketing Management)

Influencer marketing often gets touted as more authentic, democratised, credible, and relatable than traditional marketing tactics.But such hype glosses over its messy sociocultural dynamics and underlying disparities.This book discusses and debates the complexities of influencer marketing, casting a critical and interdisciplinary lens on its practices, consumption, and far-reaching societal impact. Beneath the surface of likes, shares, and selfies lies critical questions around power imbalances, tensions, and transformations in a content-driven marketplace.How have historical, economic, and technological changes shaped the development and maturation of influencer marketing as a scholarly field and an industry practice?Who attains the mantle of an influencer; what attributes transcend traditional categorisations; how are the complexities of identity portrayed through influencer culture; and how do so-called ‘nontraditional influencers’ connect with audiences and disseminate their persp