Influencers and Creators
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€135.99
A01=Robert Kozinets
A01=Rossella Gambetti
A01=Ulrike Gretzel
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Author_Robert Kozinets
Author_Rossella Gambetti
Author_Ulrike Gretzel
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Category1=Non-Fiction
Category=KJS
COP=United Kingdom
Delivery_Delivery within 10-20 working days
digital advertising
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eq_business-finance-law
eq_isMigrated=2
eq_nobargain
eq_non-fiction
influencer marketing
Language_English
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Price_€100 and above
promotional media
PS=Active
public relations
social media marketing
softlaunch
Product details
- ISBN 9781529768657
- Weight: 800g
- Dimensions: 170 x 242mm
- Publication Date: 03 May 2023
- Publisher: SAGE Publications Ltd
- Publication City/Country: GB
- Product Form: Hardback
- Language: English
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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.
Robert Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the University of Southern California’s Annenberg School for Communication and Journalism and Marshall School of Business. An academic whose methods and theories are widely used by researchers, in classrooms, and in industry, he has taught digital methods to some of the world’s best students and consulted with a range of highly respected global organizations.
