eBook - ePub

Influencers and Creators

Name: Influencers and Creators
Author: Robert V Kozinets,Ulrike Gretzel,Rossella Gambetti

Business, Culture and Practice

Robert V Kozinets,

Ulrike Gretzel,

Rossella Gambetti,

384 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Influencers and Creators

Business, Culture and Practice

Robert V Kozinets,

Ulrike Gretzel,

Rossella Gambetti,

About this book

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.

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Yes, you can access Influencers and Creators by Robert V Kozinets,Ulrike Gretzel,Rossella Gambetti in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.