Influencers and creators: business, culture and practice

By:

Kozinets, Robert V

Contributor(s):

Material type: Text

TextPublication details: SAGE London 2023Description: xii, 371 pISBN:

9781529768640

Subject(s):

DDC classification:

658.872 KOZ

Summary: 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)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.872 KOZ (Browse shelf(Opens below))	1	Available		005293

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

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)

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