Influencers

Influencer Marketing: Concepts, Strategy, and Applications for Business Students

Influencer marketing has become a central element of modern digital marketing, shaping how organisations communicate with consumers and influence purchasing behaviour.

This book provides a clear and structured introduction to influencer marketing, designed for business students and early-career professionals. It explains how influencer marketing fits within the broader marketing framework, while also examining how influencers shape communication, perception, and decision-making.

The book covers key concepts including influencer identification, affiliate marketing, campaign strategy, and ethical considerations. It also explores how organisations design, implement, and evaluate influencer marketing campaigns in practice.

Emphasis is placed on linking theory with application, enabling readers to both understand concepts and apply them effectively in academic coursework and professional environments.

This book will help you:

• Understand the role of influencers as modern opinion leaders
• Explain how influencer marketing integrates with overall marketing strategy
• Apply the “Three Rs” framework: relevance, reach, and resonance
• Analyse and design influencer marketing campaigns
• Evaluate campaign performance using appropriate metrics
• Understand ethical and regulatory considerations in digital marketing

This book is suitable for business and marketing students, as well as professionals seeking a structured introduction to influencer marketing.

Part of the Business Studies Essentials Series.