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Influencer Marketing Building Brand Communities Second Edition by Joyce Costello and Sevil Yesiloglu Newly Released for 2026/2027 Academic Year
Explore the definitive guide to influencer marketing in this updated second edition edited by Joyce Costello and Sevil Yesiloglu. This comprehensive textbook covers theory, practical applications, legal frameworks, and ethical considerations for building brand communities. Updated content includes AI impact, virtual influencers, de-influencing trends, and cross-border strategies in China, India, Nigeria, and more. Ideal for digital marketing students and professionals seeking actionable insights into agency recruitment, crisis management, and efficacy metrics.
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