The Influencer Marketing Lab

Profile of Dr Sevil Yesiloglu and new influencer marketing book

December 10, 2020 Scott Guthrie
The Influencer Marketing Lab
Profile of Dr Sevil Yesiloglu and new influencer marketing book
Chapters
1:23
Sponsor's message from Tagger
2:01
Intro to Dr Sevil Yesiloglu
3:28
Greater focus on digital advertising by universities
7:47
Review of new book - ‘Influencer Marketing: Building Brand Communities and Engagement’
10:32
Why the book is set over four sections
13:25
Virtual Influencers - the Marmite of influencer marketing
15:33
Why it's physical distancing NOT social distancing
17:18
Passion authenticity vs transparent authenticity
22:50
Sponsor's message from Tagger
25:05
Future of influencer marketing
27:20
More on alpha consumers
28:06
Inhouse influencers
34:47
Continuing professional development
The Influencer Marketing Lab
Profile of Dr Sevil Yesiloglu and new influencer marketing book
Dec 10, 2020
Scott Guthrie

Episode 14 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Dr Sevil Yesiloglu senior lecturer in Advertising at London College of Communication, University of the Arts London, UK and editor of the new book  ‘Influencer Marketing: Building Brand Communities and Engagement’ recently published by Routledge.

In this episode we discuss:

  • How universities are better preparing students for industry careers  through an increased focus on digital advertising - and especially influencer marketing 
  • We also talk about Sevil's new book ‘Influencer Marketing: Building Brand Communities and Engagement’ recently published by Routledge.
  • We spend some time looking at my chapter contribution - Virtual Influencers: More Human than Human where I look at virtual influencers - their evolution, the brand benefits and potential pitfalls of their use.
  • We also talk about the component parts of authenticity - and in the context of influencer marketing - the difference between passion authenticity and transparent authenticity.  We hear how within academia authenticity is not confined to a real person - making the case for, at least some virtual influencers, to be more authentic than their human counterparts. 
  • We also talk about brand advertising's communication journey from monologue to dialogue and onto polylogue.
Show Notes Chapter Markers

Episode 14 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Dr Sevil Yesiloglu senior lecturer in Advertising at London College of Communication, University of the Arts London, UK and editor of the new book  ‘Influencer Marketing: Building Brand Communities and Engagement’ recently published by Routledge.

In this episode we discuss:

  • How universities are better preparing students for industry careers  through an increased focus on digital advertising - and especially influencer marketing 
  • We also talk about Sevil's new book ‘Influencer Marketing: Building Brand Communities and Engagement’ recently published by Routledge.
  • We spend some time looking at my chapter contribution - Virtual Influencers: More Human than Human where I look at virtual influencers - their evolution, the brand benefits and potential pitfalls of their use.
  • We also talk about the component parts of authenticity - and in the context of influencer marketing - the difference between passion authenticity and transparent authenticity.  We hear how within academia authenticity is not confined to a real person - making the case for, at least some virtual influencers, to be more authentic than their human counterparts. 
  • We also talk about brand advertising's communication journey from monologue to dialogue and onto polylogue.
Intro to Dr Sevil Yesiloglu
Greater focus on digital advertising by universities
Why the book is set over four sections
Virtual Influencers - the Marmite of influencer marketing
Why it's physical distancing NOT social distancing
Passion authenticity vs transparent authenticity
Future of influencer marketing
More on alpha consumers
Inhouse influencers
Continuing professional development