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Influencers and Creators : Business, Culture and Practice - Robert Kozinets

Influencers and Creators

Business, Culture and Practice

By: Robert Kozinets

eText | 15 April 2023 | Edition Number 1

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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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You Can Find This eBook In

Non-FictionBusiness & ManagementSales & MarketingSales & Marketing AdvertisingPublic Relations

Other Editions and Formats

Hardcover

Published: 29th April 2023

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