Welcome to the InfoSci Platform
Reference Hub1
A Relationship Marketing Strategy in Brand Communication: Influencer Marketing Strategy

A Relationship Marketing Strategy in Brand Communication: Influencer Marketing Strategy

Bülent Özsaçmacı, Tolga Dursun
Copyright: © 2020 |Pages: 29
ISBN13: 9781799816188|ISBN10: 1799816184|ISBN13 Softcover: 9781799816195|EISBN13: 9781799816201
DOI: 10.4018/978-1-7998-1618-8.ch003
Cite Chapter Cite Chapter

MLA

Özsaçmacı, Bülent, and Tolga Dursun. "A Relationship Marketing Strategy in Brand Communication: Influencer Marketing Strategy." Impacts of Online Advertising on Business Performance, edited by Tereza Semerádová and Petr Weinlich, IGI Global, 2020, pp. 52-80. https://doi.org/10.4018/978-1-7998-1618-8.ch003

APA

Özsaçmacı, B. & Dursun, T. (2020). A Relationship Marketing Strategy in Brand Communication: Influencer Marketing Strategy. In T. Semerádová & P. Weinlich (Eds.), Impacts of Online Advertising on Business Performance (pp. 52-80). IGI Global. https://doi.org/10.4018/978-1-7998-1618-8.ch003

Chicago

Özsaçmacı, Bülent, and Tolga Dursun. "A Relationship Marketing Strategy in Brand Communication: Influencer Marketing Strategy." In Impacts of Online Advertising on Business Performance, edited by Tereza Semerádová and Petr Weinlich, 52-80. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-1618-8.ch003

Export Reference

Mendeley
Favorite

Abstract

Influencer marketing increases brand awareness by generating appropriate content to attract the attention of consumers in a virtual environment in accordance with the brand texture. This chapter explores research to determine importance of influencer marketing in the brand communication area, which is based on relationship marketing. Authors mainly focus on influencer marketing and its connection with relationship marketing. They describe the constituent parts of the topics and illustrate them with the case studies and statistical facts. The authors strongly claim influencer marketing shares similar variables with relationship marketing and their basic keywords are related.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.