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5 - Online Celebrities and Cyber Marketing

from Part I - Users in Cyber Behavior

Published online by Cambridge University Press:  06 December 2024

By
Elmira Djafarova
Edited by
Zheng Yan
Zheng Yan
Affiliation:
University at Albany, State University of New York
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Summary

1 Introduction

2 Digital Marketing

  2.1 Social Media Marketing

  2.2 Electronic Word of Mouth

3 Celebrity Endorsement

  3.1 Social Influencer Marketing

  3.2 Celebrity Endorsement Theories

  3.3 Instagram

  3.4 YouTube

  3.5 Twitter

  3.6 Relevant Industries

4 Future Direction

Keywords

social mediaInstagramdigital influencersmicro-celebritiescelebrity endorsementsource credibilitysocial media marketingconsumer behaviorelectronic word of mouth, YouTube
Type
Chapter
Information
The Cambridge Handbook of Cyber Behavior , pp. 131 - 154
Publisher: Cambridge University Press
Print publication year: 2023

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