Influencers and Creators: Business, Culture and Practice

Influencers and content creators have a significant impact on business and culture, and this textbook provides practical advice and insights into the influencer phenomenon from various perspectives. It explores why influencers are becoming indispensable to governments, platforms, and brands and examines their ethical implications.

Format: Paperback / softback
Length: 384 pages
Publication date: 03 May 2023
Publisher: SAGE Publications Ltd

Influencers and content creators have had a significant impact on business and culture. This textbook provides a comprehensive and innovative approach to social media marketing, combining cutting-edge conceptual and critical thinking with practical advice to exceed the offerings of existing textbooks. By examining the influencer phenomenon from various perspectives and exploring its growing importance to governments, platforms, and brands, the book offers a deep understanding of this phenomenon. Key topics covered include:
1. The influencer phenomenon as a form of persuasion: Examining how influencers use their platforms to influence public opinion and behavior.
2. The influencer phenomenon as a structural change in media: Analyzing how influencers have disrupted traditional media structures and created new opportunities for content creation and distribution.
3. The influencer phenomenon as a culture shift: Discussing how influencers have shaped cultural norms, values, and attitudes and how they have contributed to the evolution of social media culture.
4. The influencer phenomenon as a challenge to equality: Exploring how influencers can perpetuate stereotypes and inequalities and how they can be used to promote diversity and inclusivity.
5. Regulations impacting the phenomenon: Discussing the legal and regulatory considerations surrounding influencer marketing, including issues related to disclosure, advertising, and intellectual property.
6. Ethical implications: Examining the ethical concerns associated with influencer marketing, such as the potential for exploitation, misinformation, and harm to individuals and communities.
7. Providing useful features, the book offers readers a 360-degree view of the influencer phenomenon, enabling them to gain a comprehensive understanding of this important new media phenomenon. Whether you are a student, professional, or simply interested in the world of social media, this textbook is a valuable resource for anyone seeking to stay ahead of the curve and excel in the field.

Weight: 638g
Dimension: 168 x 241 x 26 (mm)
ISBN-13: 9781529768640