New influencer marketing textbook praises IMTB for playing ‘crucial role in promoting responsible influencer marketing’
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Influencer Marketing Building Brand Communities and Engagement (2nd edition) published last week by Routledge brings together key theory and practical implications for our industry.
This new edition covers topics including agency recruitment, brand-influencer partnerships, analysis of cultural differences and cross-border promotions. It also delves into regulatory impacts on influencers, agencies, and brands.
Co-author Dr Joyce Costello devotes a chapter to the professionalisation of our industry and includes an interview with IMTB director general, Scott Guthrie. A case study accompanies the chapter and notes that:
“The IMTB has played a crucial role in promoting responsible influencer marketing practices in the UK. By developing a comprehensive code of conduct, establishing effective governance, and collaborating with industry and government organisations, the IMTB can help improve the reputation of the influencer marketing industry. Through its continued cross-border efforts, IMTB has contributed to the development of a more sustainable and trustworthy influencer marketing industry.”
IMTB’s co-formation of the European Influencer Marketing Alliance (EIMA) alongside France’s Union des Métiers de l’Influence et des Créateurs de Contenus (UMICC) and Germany’s Bundesverband Influencer Marketing e.V. (BVIM) is discussed as a mechanism to further professionalise our industry across borders.
Dr Costello notes the formation of EIMA “is critical for European influencers, agencies, and brands because it gives legitimacy to the industry. It also lays the foundation from where one can elevate industry standards while providing protection for all involved, including the consumer.”
The influencer marketing code of conduct jointly owned between ISBA and IMTB is also referenced as a piece of best practice by the book's authors.
About the book
Underpinned by academic theory, the book incorporates case studies, questions, platform considerations, and ethical implications to stimulate discussion amongst students and show how the theory is applied in practice. The book is aimed at advanced undergraduate, postgraduate and executive education students. With its accessible style and practical content, it is also highly valuable for Marketing Communications, Branding, and PR specialists.
Influencer Marketing Building Brand Communities and Engagement is edited by Joyce Costello, PhD, a senior lecturer and programme director of the Marketing degrees (Advertising, Branding, Marketing Management, PR, and Sales) at Cardiff Metropolitan University; and by Sevil Yesiloglu, PhD, a senior lecturer in Marketing at Queen Mary University of London.
About the Influencer Marketing Trade Body
The IMTB is a UK-based not-for-profit professional membership organisation dedicated to building a robust, sustainable future for the influencer marketing industry through increased accountability, governance and a unified voice.
Launched in October 2021 with six founding members, the IMTB now counts circa. 30 progressive creator economy companies as members.
Member organisations sign up to a code of conduct when joining the IMTB. The code articulates specific requirements for members. These are the behaviours that members must demonstrate when they are providing business services and ensure our members are always responsible, accountable, transparent and competent.
IMTB represents influencer marketing on the Committee of Advertising Practice ("CAP") as a member. CAP is responsible for writing and updating the rules on advertising in the UK via the CAP (Non-broadcast Advertising) Code.
CAP is the sister organisation of the Advertising Standards Authority ("ASA") - the UK’s independent advertising regulator that administers the CAP Code to keep ads legal, decent, honest and truthful.
IMTB co-owns the Influencer Marketing Code of Conduct alongside ISBA. The Code, first launched by ISBA in September 2021 and updated in May 2022 and November 2024, aims to standardise good practices and guidance with brands, agencies and creators. It covers areas including disclosure, transparency, pay parity, and effective representation.