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: 800g
ISBN: 9781529768657
ISBN 10: 1529768659
Pages: 384
Publication Date: 03 May 2023
Audience:
College/higher education
,
Primary
Format: Hardback
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.