A Relationship Marketing Strategy in Brand Communication: Influencer Marketing Strategy
| dc.contributor.author | Dursun, T. | |
| dc.contributor.author | Ôzsaçmaci, B. | |
| dc.contributor.authorID | 19729 | tr_TR |
| dc.contributor.other | 01. Çankaya Üniversitesi | |
| dc.contributor.other | 03.06. Uluslararası Ticaret ve Finansman | |
| dc.contributor.other | 03. İktisadi ve İdari Birimler Fakültesi | |
| dc.date.accessioned | 2021-06-18T11:21:51Z | |
| dc.date.accessioned | 2025-09-18T14:09:48Z | |
| dc.date.available | 2021-06-18T11:21:51Z | |
| dc.date.available | 2025-09-18T14:09:48Z | |
| dc.date.issued | 2019 | |
| dc.description.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. © 2020 by IGI Global. | en_US |
| dc.identifier.citation | Özsaçmacı, Bülent; Dursun, Tolga. "A Relationship Marketing Strategy in Brand Communication: Influencer Marketing Strategy", Impacts of Online Advertising on Business Performance, IGI Global, 2020, pp. 52-80. | en_US |
| dc.identifier.doi | 10.4018/978-1-7998-1618-8.ch003 | |
| dc.identifier.isbn | 9781799816201 | |
| dc.identifier.isbn | 9781799816188 | |
| dc.identifier.scopus | 2-s2.0-85085956018 | |
| dc.identifier.uri | https://doi.org/10.4018/978-1-7998-1618-8.ch003 | |
| dc.identifier.uri | https://hdl.handle.net/20.500.12416/13485 | |
| dc.language.iso | en | en_US |
| dc.publisher | IGI Global | en_US |
| dc.relation.ispartof | Impacts of Online Advertising on Business Performance | en_US |
| dc.rights | info:eu-repo/semantics/closedAccess | en_US |
| dc.title | A Relationship Marketing Strategy in Brand Communication: Influencer Marketing Strategy | en_US |
| dc.title | A Relationship Marketing Strategy in Brand Communication: Influencer Marketing Strategy | tr_TR |
| dc.type | Book Part | en_US |
| dspace.entity.type | Publication | |
| gdc.author.institutional | Özsaçmacı, Bülent | |
| gdc.author.scopusid | 57224304179 | |
| gdc.author.scopusid | 57572671600 | |
| gdc.description.department | Çankaya University | en_US |
| gdc.description.departmenttemp | Ôzsaçmaci B., Çankaya University, Turkey; Dursun T., Abant izzet Baysal Üniversitesi, Turkey | en_US |
| gdc.description.endpage | 80 | en_US |
| gdc.description.publicationcategory | Kitap Bölümü - Uluslararası | en_US |
| gdc.description.startpage | 52 | en_US |
| gdc.identifier.openalex | W2985773262 | |
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| gdc.opencitations.count | 1 | |
| gdc.plumx.crossrefcites | 1 | |
| gdc.plumx.mendeley | 30 | |
| gdc.plumx.scopuscites | 3 | |
| gdc.scopus.citedcount | 3 | |
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