TY  - BOOK
AU  - Kozinets, Robert V.
AU  - Gretzel, Ulrike
AU  - Gambetti, Rossella
TI  - Influencers and creators: business, culture and practice
SN  - 9781529768640
U1  - 658.872 
PY  - 2023///
CY  - London
PB  - SAGE
KW  - Influence (Psychology)
KW  - Social media
KW  - Internet marketing
N1  - 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
N2  - 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)
ER  -