A relationship marketing strategy in brand communication: Influencer marketing strategy

Basit Öğe Kaydı
dc.authorscopusid57572671600
dc.authorscopusid57224304179
dc.contributor.authorÔzsaçmaci, Bülent
dc.contributor.authorDursun, Tolga
dc.date.accessioned2024-09-25T19:45:36Z
dc.date.available2024-09-25T19:45:36Z
dc.date.issued2019
dc.departmentAbant İzzet Baysal Üniversitesien_US
dc.description.abstractInfluencer marketing increases brand awareness by generating appropriate content to attract the attention of consumers in a virtual environment in accordance with the brand texture. This chapter explores research to determine importance of influencer marketing in the brand communication area, which is based on relationship marketing. Authors mainly focus on influencer marketing and its connection with relationship marketing. They describe the constituent parts of the topics and illustrate them with the case studies and statistical facts. The authors strongly claim influencer marketing shares similar variables with relationship marketing and their basic keywords are related. © 2020 by IGI Global.en_US
dc.identifier.doi10.4018/978-1-7998-1618-8.ch003
dc.identifier.endpage80en_US
dc.identifier.isbn978-179981620-1
dc.identifier.isbn978-179981618-8
dc.identifier.scopus2-s2.0-85085956018en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage52en_US
dc.identifier.urihttps://doi.org/10.4018/978-1-7998-1618-8.ch003
dc.identifier.urihttps://hdl.handle.net/20.500.12491/13105
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherIGI Globalen_US
dc.relation.ispartofImpacts of Online Advertising on Business Performanceen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.snmzYK_20240925en_US
dc.titleA relationship marketing strategy in brand communication: Influencer marketing strategyen_US
dc.typeBook Chapteren_US

Dosyalar

Koleksiyon

Scopus İndeksli Yayınlar Koleksiyonu