Description
Book SynopsisInfluencers 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.
Table of ContentsInfluencers 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
