The three current models of social influence, and how brands can use them

Ana Andjelic

This paper incorporates concepts from The Business of Aspiration: How Social, Cultural and Environmental Capital Transforms Brands (Routledge, 2021).

Brand purpose
Corporate social responsibility
Environmental & social issues
Influencers, KOLs
Personalisation
Brand management
Social media audiences
United States
Data-driven targeting
Strategy

Three models of social influence

My book The Business of Aspiration(Routledge, 2021) is based on the premise that it is not only a business imperative, but also socially urgent for brands to start trading in the modern aspiration economy. Overproduction...

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