Profile of Dr Sevil Yesiloglu and new influencer marketing book

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.



Check out the Influencer Marketing Lab for full show notes,
related useful links and a transcript.

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