Influencers and Creators

Business, Culture and Practice

AvRobert Kozinets,Ulrike Gretzel

Inbunden, Engelska, 2023

2 483 kr

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Häftad

571 kr

Beskrivning

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.

Produktinformation

Utgivningsdatum:2023-05-03
Mått:170 x 244 x 22 mm
Vikt:808 g
Format:Inbunden
Språk:Engelska
Antal sidor:384
Upplaga:1
Förlag:SAGE Publications
ISBN:9781529768657

Utforska kategorier

Samhälle och kultur inom Samhälle och politik

Mer om författaren

Robert Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the University of Southern California’s Annenberg School for Communication and Journalism and Marshall School of Business. An academic whose methods and theories are widely used by researchers, in classrooms, and in industry, he has taught digital methods to some of the world’s best students and consulted with a range of highly respected global organizations.

Innehållsförteckning

Influencers And CreatorsA Macrosocial PerspectiveBusiness And Social Media Marketing ConceptsInfluencer And Creator EcosystemPrinciples Of InfluenceDiversity, Equity, And InclusionCultural EffectsEthics And RegulationThe Business Of InfluencePartnering With Influencers And CreatorsRunning CampaignsMeasuring And Assessing CampaignsTrajectories, Technologies, And Transformations