Welcome to the InfoSci Platform
Influencing the Influencers Through Co-Creation: Approaches to Successful Brand Strategies

Influencing the Influencers Through Co-Creation: Approaches to Successful Brand Strategies

Poornima Nair, Sunita Kumar
Copyright: © 2024 |Pages: 18
ISBN13: 9798369305515|ISBN13 Softcover: 9798369305522|EISBN13: 9798369305539
DOI: 10.4018/979-8-3693-0551-5.ch006
Cite Chapter Cite Chapter

MLA

Nair, Poornima, and Sunita Kumar. "Influencing the Influencers Through Co-Creation: Approaches to Successful Brand Strategies." Using Influencer Marketing as a Digital Business Strategy, edited by Sandrina Teixeira, et al., IGI Global, 2024, pp. 129-146. https://doi.org/10.4018/979-8-3693-0551-5.ch006

APA

Nair, P. & Kumar, S. (2024). Influencing the Influencers Through Co-Creation: Approaches to Successful Brand Strategies. In S. Teixeira, S. Teixeira, Z. Oliveira, & E. Souza (Eds.), Using Influencer Marketing as a Digital Business Strategy (pp. 129-146). IGI Global. https://doi.org/10.4018/979-8-3693-0551-5.ch006

Chicago

Nair, Poornima, and Sunita Kumar. "Influencing the Influencers Through Co-Creation: Approaches to Successful Brand Strategies." In Using Influencer Marketing as a Digital Business Strategy, edited by Sandrina Teixeira, et al., 129-146. Hershey, PA: IGI Global, 2024. https://doi.org/10.4018/979-8-3693-0551-5.ch006

Export Reference

Mendeley
Favorite

Abstract

In today's technology-driven landscape, the internet and social media have seamlessly woven themselves into the fabric of both brands and consumers' lives. Among the arsenal of modern marketing strategies, influencer marketing has emerged as a formidable force. It bestows organisations the privilege of accessing extensive and dedicated online influencers and co-creation as a technique, making it one of the most potent tools in their marketing toolkit. This chapter focuses on the intricate art of how brands strategically harness the power of social media platforms and influencers to extend their reach far and wide, aiming to connect with as many consumers as possible. By forging these connections, brands aspire to cultivate a devoted and unwavering fan base, fostering long-term customer loyalty.

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.