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Kozinets, Robert: Influencers and Creators (eBook)

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.


Autor Kozinets, Robert / Gretzel, Ulrike / Gambetti, Rossella
Verlag SAGE Publications
Einband Adobe Digital Editions
Erscheinungsjahr 2023
Seitenangabe 336 S.
Meldetext Noch nicht erschienen, April 2023
Ausgabekennzeichen Englisch
Auflage 1. Auflage
Plattform EPUB
Reihe SAGE Publications Ltd

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.


Fr. 60.60
ISBN: 978-1-5297-8795-5
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