The Rise of Influencer Culture: Marketing, Monetization, and Authenticity in the Social Sphere

<p id="p1">Influencer marketing has become a transformative force in modern marketing, altering brand engagement with consumers and redefining media consumption. The chapter examines the evolution from traditional celebrity endorsements to the emergence of digital influencers, facilitated through so...

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Autores principales:	Pitafi, Zohaib Riaz, Awan, Tahir Mumtaz
Formato:	Capítulo de libro
Lenguaje:	inglés
Publicado:	IntechOpen 2024
Materias:	Social Sciences and Humanities
Acceso en línea:	https://www.intechopen.com/chapters/1190879
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