Influencers and creators: business, culture and practice
Kozinets, Robert V.
Influencers and creators: business, culture and practice - London SAGE 2023 - xii, 371 p.
Table of contents:
Influencers And Creators
A Macrosocial Perspective
Business And Social Media Marketing Concepts
Influencer And Creator Ecosystem
Principles Of Influence
Diversity, Equity, And Inclusion
Cultural Effects
Ethics And Regulation
The Business Of Influence
Partnering With Influencers And Creators
Running Campaigns
Measuring And Assessing Campaigns
Trajectories, Technologies, And Transformations
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.
(https://us.sagepub.com/hi/nam/influencers-and-creators/book277197)
9781529768640
Influence (Psychology)
Social media
Internet marketing
658.872 / KOZ
Influencers and creators: business, culture and practice - London SAGE 2023 - xii, 371 p.
Table of contents:
Influencers And Creators
A Macrosocial Perspective
Business And Social Media Marketing Concepts
Influencer And Creator Ecosystem
Principles Of Influence
Diversity, Equity, And Inclusion
Cultural Effects
Ethics And Regulation
The Business Of Influence
Partnering With Influencers And Creators
Running Campaigns
Measuring And Assessing Campaigns
Trajectories, Technologies, And Transformations
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.
(https://us.sagepub.com/hi/nam/influencers-and-creators/book277197)
9781529768640
Influence (Psychology)
Social media
Internet marketing
658.872 / KOZ