Celebrity 2.0

Index

action, 74, 75, 91

agency of record (AOR), 105

Amazon Influencer Shops, 92

American Marketing Association, 3

Appel, G., 3

Arias, Andrea xxvii, 56, 81

artificial intelligence (AI), xxv, 50, 113–115

Association of National Advertisers (ANA), 8, 13

Attention Economy, 19, 20

attractiveness, 53, 58, 59

AT&T TV, 84, 114, 115

audiences, 2, 14, 27–29, 61

brand and, 75–76

experience, 9–10

quality, 79

relevancy and composition, 79

and SMIs, 65

Augmented reality, 114

authenticity, 6, 39, 43, 58–60, 63, 66, 67, 78, 80, 82, 84, 102, 107, 108, 110, 111, 117–119

authority, xvi, 44

average engagement rate, 79

awareness, xxi, xxiii, 6, 8, 12, 14, 69, 72, 73, 75, 79, 81, 82, 89, 96, 111, 113

backlash, 110, 118, 119

Bergendorff, C., 20

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