Influencers and Creators: Business, Culture and Practice - Paperback

by Robert Kozinets (Author), Ulrike Gretzel (Author), Rossella Gambetti (Author)

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.

Author Biography

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.