Influencers and Creators

Business, Culture and Practice

By: Robert Kozinets, Ulrike Gretzel, Rossella Gambetti

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Hardcover | 29 April 2023

At a Glance

Hardcover
384 Pages

Dimensions(cm)
23 x 15 x 2.5

Hardcover

$261.80

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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.

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