Influencers and Creators
Business, Culture and Practice
Rossella Gambetti author Ulrike Gretzel author Robert Kozinets author
Format:Hardback
Publisher:Sage Publications Ltd
Published:3rd May '23
Should be back in stock very soon
This hardback is available in another edition too:
- Paperback£36.99(9781529768640)
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.
ISBN: 9781529768657
Dimensions: unknown
Weight: 800g
384 pages