Yet another signal that the influencer marketing space is growing and maturing has emerged. The practice now has its first dedicated college text. The aptly named Influencer Marketing published in November and is edited by professors Sevil Yesiloglu and Joyce Costello, both of whom originally connected as lecturers at Bournemouth University in the United Kingdom.

Unlike the influencer marketing books you typically find in the business section of your local bookstore or on Amazon, this text is a compilation of academic statement papers from a variety of both academicians and practitioners from all of the world. T he multiple perspectives actually bring a holistic read of the industry to the table. Frankly, I found the book to be quite useful, even beyond the context of teaching college students.

Both Yesiloglu and Costello are Europe-based college professors. Costello is also a public affairs specialist for the U.S. Army and is now based in Germany. Yesiloglu is a senior lecturer in advertising at London College of Communication at the University of Art in London. They joined me a few weeks back from their respective COVID outposts to discuss the book, their learnings and the insights they gleaned from pulling together so many different perspectives on influence marketing for the industry’s first college text.

This episode of Winfluence, the podcast, is sponsored by Winfluence, the book! Get a special discount by clicking the button below, buying on the Entrepreneur Press bookstore and using the discount code FALLS20. That earns you 20% off the retail price, just for being a Winfluence (the podcast) listener. Read and learn why we’ve been backed into a corner to think influencer marketing means Instagram and YouTube and how reframing it to be “influence” marketing makes us smarter marketers.

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