Influencer Marketing

Edited by:   Joyce Costello (Bournemouth University UK), Sevil Yesiloglu (Bournemouth University, UK)
Imprint:   Routledge
Country of Publication:   United Kingdom
Edition:   2nd edition
Dimensions:   Height: 246mm,  Width: 174mm, 
ISBN:   9781032562247
ISBN 10:   1032562242
Pages:   332
Publication Date:   27 May 2025
Audience:   College/higher education ,  Professional and scholarly ,  Primary ,  Undergraduate
Format:   Hardback
Publisher's Status:   Forthcoming

Joyce Costello, PhD is a senior lecturer and programme director of the Marketing degrees (Advertising, Branding, Marketing Management, PR, and Sales) at Cardiff Metropolitan University. She is the co-editor of Influencer Marketing: Building Brand Communities and Engagement book (2020) and the co-author Advertising in the Digital Age: Theories and Practice book (Sage). Costello spent 21 years as a broadcast journalist and public affairs specialist with the US Army/Department of Army before entering academia. She brings to the classroom a wide variety of experience in dealing with international crises around the world as well as public sector integrated marketing campaigns and setting up employee influencer programs. Her research focus is on public service motivation and the public sectors integration of influencer marketing. She is looking for PhD candidates who are wanting to explore the dark side of influencer marketing. Sevil Yesiloglu, PhD researches the area of digital marketing communications including online harms, brand related content, influencer marketing and social media engagement. She is a senior lecturer in Marketing at Queen Mary University of London and a senior fellow in HEA. Yesiloglu is co-editor of Influencer Marketing: Building Brand Communities and Engagement book (2020). She is co-author of Advertising in the Digital Age: Theories and Practice book (Sage). She has contributed to policy work in influencer culture, defining influencers and digital economy, and is cited in various UK and European government documents (DCMS, European Parliament). Yesiloglu advised major media brands and agencies like Hearst, PhD media, Wearisma at a strategy level on ways to capitalise digital promotional content.