Influencers and Creators

Business, Culture and Practice

Häftad, Engelska, 2023

AvRobert Kozinets,Ulrike Gretzel,Rossella Gambetti

729 kr

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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.

Produktinformation

Utgivningsdatum2023-05-03
Mått170 x 242 x 26 mm
Vikt610 g
FormatHäftad
SpråkEngelska
Antal sidor384
Upplaga1
FörlagSAGE Publications
ISBN9781529768640

Tillhör följande kategorier

Samhälle och kultur inom Samhälle och politik

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.