Influencers and Creators: Business, Culture and Practice (Hardcover)

Influencers and Creators: Business, Culture and Practice By Robert Kozinets, Ulrike Gretzel, Rossella Gambetti Cover Image

Influencers and Creators: Business, Culture and Practice (Hardcover)

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Influencers and content creators have profoundly impacted business and culture. This textbook combines cutting-edge conceptual and critical thinking on the subject with practical advice to go above and beyond what existing social media marketing textbooks offer. Using examples from around the world, it examines the influencer phenomenon from a variety of perspectives and also explains why influencers are becoming indispensable to governments, platforms, and brands. Key topics explored are:

  • the influencer phenomenon as a form of persuasion
  • as a structural change in media
  • as a culture shift
  • as a challenge to equality
  • regulations impacting the phenomenon
  • ethical implications

With useful features, readers will gain a 360-degree view of one of the world′s most important new media phenomena.

Product Details ISBN: 9781529768657
ISBN-10: 1529768659
Publisher: Sage Publications Ltd
Publication Date: May 23rd, 2023
Pages: 384
Language: English