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Influencers and Creators : Business, Culture and Practice by Robert Kozinets, Rossella Gambetti and Ulrike Gretzel (2023, Book, Other)
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About this product
Product Identifiers
PublisherSAGE Publications, The Limited
ISBN-101529768640
ISBN-139781529768640
eBay Product ID (ePID)15058372969
Product Key Features
Number of Pages384 Pages
Publication NameInfluencers and Creators : Business, Culture and Practice
LanguageEnglish
SubjectMarketing / General, General
Publication Year2023
TypeNot Available
AuthorRobert Kozinets, Rossella Gambetti, Ulrike Gretzel
Subject AreaReference, Business & Economics
FormatBook, Other
Dimensions
Item Height0.8 in
Item Weight21.6 Oz
Item Length9.6 in
Item Width6.8 in
Additional Product Features
LCCN2022-946099
Dewey Edition23
IllustratedYes
Dewey Decimal658.872
Intended AudienceCollege Audience
Table Of ContentInfluencers 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
SynopsisInfluencers 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 worlds most important new media phenomena., 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., This textbook combines cutting-edge conceptual and critical thinking with practical advice for those interested in the way influencers and content creators have profoundly impacted business and culture.
LC Classification NumberHF5415.1265
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