Robert Kozinets: Influencers and Creators

Cover: 9781529768640 | Influencers and Creators | Business, Culture and Practice | Buch

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Sprache: Englisch

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Beschreibung

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.

Über den Autor

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.

Inhaltsverzeichnis

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

Details

Erscheinungsjahr:	2023
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Kartoniert / Broschiert
ISBN-13:	9781529768640
ISBN-10:	1529768640
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Kozinets, Robert Gretzel, Ulrike Gambetti, Rossella
Auflage:	1. Auflage
Hersteller:	SAGE Publications Ltd
Verantwortliche Person für die EU:	preigu GmbH & Co. KG, Lengericher Landstr. 19, D-49078 Osnabrück, mail@preigu.de
Maße:	242 x 170 x 24 mm
Von/Mit:	Robert Kozinets (u. a.)
Erscheinungsdatum:	03.05.2023
Gewicht:	0,735 kg