Description
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.
Author: Robert Kozinets, Ulrike Gretzel, Rossella Gambetti
Publisher: Sage Publications Ltd
Published: 05/23/2023
Pages: 384
Binding Type: Paperback
Weight: 1.34lbs
Size: 9.61h x 6.69w x 0.79d
ISBN13: 9781529768640
ISBN10: 1529768640
BISAC Categories:
- Business & Economics | Marketing | General
- Business & Economics | Industries | Retailing
This title is not returnable