Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Book Chapter Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Influencing the influencers through co-creation: Approaches to successful brand strategies Description An account of the resource 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. 2024, IGI Global. All rights reserved. Creator An entity primarily responsible for making the resource Nair P.; Kumar S. Source A related resource from which the described resource is derived Using Influencer Marketing as a Digital Business Strategy, pp. 129-146. Publisher An entity responsible for making the resource available IGI Global Date A point or period of time associated with an event in the lifecycle of the resource 2023-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3693-0551-5.ch006" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3693-0551-5.ch006</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85182095668&amp;doi=10.4018%2F979-8-3693-0551-5.ch006&amp;partnerID=40&amp;md5=3f1df410db048f5e3fc0ed71a8e8feea" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85182095668&amp;doi=10.4018%2f979-8-3693-0551-5.ch006&amp;partnerID=40&amp;md5=3f1df410db048f5e3fc0ed71a8e8feea</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISBN: 979-836930553-9; 979-836930551-5 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Book chapter Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Nair P., Christ University, India; Kumar S., Christ University, India