Influencers and Creators

Business, Culture and Practice

Robert Kozinets, Ulrike Gretzel, Rossella Gambetti

$121.95 $97.92

Paperback

Not in-store but you can order this
How long will it take?

Availability Information

We source books from suppliers in Australia and overseas. For books we don't currently have in stock, the time it takes to get them from our suppliers can vary widely - from a few days to a few months - so we check each book with each supplier to determine the expected time it will take to be supplied to us.

We then advise you accordingly. If the time taken to get any book is too long for you, you can let us know and we will cancel or adjust your order, and refund as required.

To find out the anticipated arrival time for specific items prior to ordering, please contact us by phone or email:

Phone +61 2 9264 3111, or 1800 4 BOOKS (1800 4 26657) if outside Sydney:
option 1 Abbey's Bookshop (Crime, History, Science, Kids & more) • info@abbeys.com.au
option 2 Language Book Centre (ESL & Foreign Languages) • language@abbeys.com.au
option 3 Galaxy Bookshop (Sci-fi, Fantasy, Romance, Graphic Novels) • sf@galaxybooks.com.au

QTY:

English

Sage Publications Ltd
03 May 2023

Sales & marketing

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.

By: Robert Kozinets, Ulrike Gretzel, Rossella Gambetti
Imprint: Sage Publications Ltd
Country of Publication: United Kingdom
Dimensions: Height: 242mm, Width: 170mm,
Weight: 650g
ISBN: 9781529768640
ISBN 10: 1529768640
Pages: 384
Publication Date: 03 May 2023
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

Influencers And Creators A Macrosocial Perspective Business And Social Media Marketing Concepts Influencer And Creator Ecosystem Principles Of Influence Diversity, Equity, And Inclusion Cultural Effects Ethics And Regulation The Business Of Influence Partnering With Influencers And Creators Running Campaigns Measuring And Assessing Campaigns Trajectories, Technologies, And Transformations

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.