000			02021nam a22002417a 4500
005			20231130144232.0
008			231111b |||||||| |||| 00| 0 eng d
020			_a9781529768640
082			_a658.872 _bKOZ
100			_aKozinets, Robert V. _913860
245			_aInfluencers and creators: _bbusiness, culture and practice
260			_bSAGE _aLondon _c2023
300			_axii, 371 p.
365			_aGBP _b34.99
500			_aTable 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
520			_aInfluencers 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)
650			_aInfluence (Psychology) _913861
650			_aSocial media _913507
650			_aInternet marketing _913247
700			_aGretzel, Ulrike _913862
700			_aGambetti, Rossella _913863
942			_cBK _2ddc
999			_c5571 _d5571