YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. 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. What influence capacity do they have? Why are intimate or personal aspects shared with unknown people? Who are the big beneficiaries? How much is vanity and how much altruism? What business is behind these social networks? What dangers do they contain? What volume of business can we estimate they generate? How are they transforming cultural industries? What legislation is applied? How does the legislation affect these communications when they are sponsored? Is the privacy of users violated with the data obtained? Who is the owner of the content? Are they to blame for ""fake news""? In this changing, challenging and intriguing environment, The Dynamics of Influencer Marketing discusses all of these questions and more. Considering this complexity from different perspectives: technological, economic, sociological, psychological and legal, the book combines the visions of several experts from the academic world and provides a structured framework with a wide approach to understand the new era of influencing, including the dark sides of it. It will be of direct interest to marketing scholars and researchers while also relevant to many other areas affected by the phenomenon of social media influence.
After an accident or severe illness, it may be difficult or even impossible to return to work due to a long absence from work or lasting impairments. In this case, vocational rehabilitation takes ...place in addition to health-related rehabilitation. There is some evidence in the literature that vocational rehabilitation contributes to increasing the profitability of companies. However, this phenomenon has not yet been comprehensively empirically researched. Therefore, this dissertation analyses and operationalise, from a holistic management perspective, the direct and indirect impacts of vocational rehabilitation on business. Besides, an explanatory model is provided for the optimal implementation of vocational rehabilitation and to realise the emerging potential. A commitment to vocational rehabilitation does not directly but indirectly influence business performance. The direct impact of vocational rehabilitation is mainly at the operational level, which interacts with the normative level. The business performance benefits are realised primarily at the strategic level. This phenomenon is also reflected in the insight that vocational rehabilitation has a leverage effect on the existing resources and competencies. Furthermore, there is a positive correlation between the level of vocational rehabilitation integration, the maturity of the company culture and the increasing contribution to business performance.
This book is a first cultural legal history of advertising in Britain, tracing the rise of mass advertising circa 1840–1914 and its legal shaping. The emergence of this new system disrupted the ...perceived foundations of modernity. The idea that culture was organized by identifiable fields of knowledge, experience, and authority came under strain as advertisers claimed to share values with the era’s most prominent fields, including news, art, science, and religiously inflected morality. While cultural boundaries grew blurry, the assumption that the world was becoming progressively disenchanted, itself closely related to concepts of boundaries, was undermined as enchanted experiences multiplied with the transformation of everyday environments by advertising. Non-rational ontologies and a play of mystery became apparent, involving possibilities for metamorphoses, magical efficacy, animated environments, affective connections between humans and things, imaginary worlds and fantasies that informed mundane lifed. These disrupted assumptions that the capitalist economy was a victory of reason. The Rise of Mass Advertising examines how contemporaries came to terms with the disruptive impact by mobilizing legal processes, powers, and concepts. Law was implicated in performing boundary work that preserved the modern sense of field distinctions. Advertising’s cultural meanings and its organization were shaped dialectically vis-à-vis other fields in a process that mainstreamed and legitimized it with legal means, but also construed it as an inferior simulation of the values of a progressive modernity, exhibiting epistemological shortfalls and aesthetic compromises that marked it apart from adjacent fields. The dual treatment meanwhile disavowed the central role of enchantment, in what amounted to a normative enterprise of disenchantment. One of the ironies of this enterprise was that it ultimately drove professional advertisers to embrace enchantment as their peculiar expertise.
An award-winning CEO and communications expert shows how authentic leadership eliminates the need for the shortcuts that sabotage success. ';Fake it till you make it' just doesn't workat least not ...long enough to build a sustainable business. Driven to succeed under constant pressure, entrepreneurs and business leaders alike can be tempted to exaggerate their strengths, minimize weaknesses, and bend the truth. Through the twin lenses of running her own national public relations firm and advising thousands of executives for a quarter-century, Sabrina Horn revisits the core of leadership; defines authentic, reality-based business integrity; and shows readers how to attain and maintain it.With firsthand accounts of sticky situations and painful mistakes, Horn lays out workable strategies, frameworks, and mental maps to help leaders gain the clarity of thought necessary to make sound business decisions, even when there are no right answers. In her straightforward, no-nonsense style, she shares the power of humility and empathy, mentorship and self-assessment, and a strong core value system to build a leader's confidence and resilience. Horn's fake-free advice will empower readers to disarm fear, organize risk, manage setbacks and crises, deal with losing and loneliness, and create a culture and brand designed for long-term success.
Rock brands Christian, Elizabeth Barfoot
2011., 2010, 2010-12-22
eBook
Rock Brands: Selling Sound in a Media Saturated Culture, edited by Elizabeth Barfoot Christian, is an edited collection that explores how different genres of popular music are branded and marketed ...today. The book's core objectives are addressed over three sections. In the first part of Rock Brands, the authors examine how established mainstream artists/bands are continuing to market themselves in an ever-changing technological world, and how bands can use integrated marketing communication to effectively "brand" themselves. This branding is intended as a protection so that technology and delivery changes don't stifle the bands' success. KISS, AC/DC, Ozzy Osbourne, Phish, and Miley Cyrus are all popular musical influences considered in this part of the analysis. In the second section, the authors explore how some musicians effectively use attention-grabbing issues such as politics (for example, Kanye West and countless country musicians) and religion (such as with Christian heavy metal bands and Bon Jovi) in their lyrics, and also how imagery is utilized by artists such as Marilyn Manson to gain a fan base. Finally, the book will explore specific changes in the media available to market music today (see M.I.A. and her use of new media) and, similarly, how these resources can benefit music icons even after they are long gone, as with Elvis and Michael Jackson. Rock Brands further examines gaming, reality television, and social networking sites as new outlets for marketing and otherwise experiencing popular music. What makes some bands stand out and succeed when so many fail? How does one find a niche that isn't just kitsch and can stand the test of time, allowing the musician to grow as an artist as well as grow a substantial fan base? Elizabeth Barfoot Christian and the book's contributors expertly navigate these questions and more in Rock Brands: Selling Sound in a Media Saturated Culture.
If you are thinking of starting up a business - whether online or in a pushcart or a small cafe - you need to look into your branding. (how does it work, anyway?), brace yourself...According to Jacky ...Tai, you should start your branding exercise as early as possible. Brand Zero distils the author's wealth of experience in grappling with branding strategies in the real world into a practical and easy-to-understand guide anyone.
Most of us have an intuitive sense of superior branding. We prefer
to purchase brands we find distinctive-that deliver on some
important, relevant dimension better than other brands. These
brands ...have typically achieved positional advantage. Yet few
professionals have had the formal training that goes beyond
marketing theory to bridge the "theory-doing gap"-understanding the
specific techniques and strategies that can be used to create
brands that attain positional advantage in the marketplace.
Positioning for Advantage is a comprehensive how-to guide
for creating, building, and executing effective brand strategies.
Kimberly A. Whitler identifies essential marketing strategy
techniques and moves through the major stages of positioning a
brand to achieve in-market advantage. Introducing seven tools-from
strategic positioning concepts to strategy mapping to influencer
maps-Whitler provides templates, frameworks, and step-by-step
processes to build and manage growth brands that achieve positional
advantage. This book presents real-world scenarios, helping readers
activate tools to increase skill in creating brands that achieve
positional advantage. Brimming with insights for students and
professionals alike, Positioning for Advantage helps
aspiring C-level leaders understand not only what superior branding
looks like but also how to make it come to life.
