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: Hardback
Length: 384 pages
Publication date: 03 May 2023
Publisher: SAGE Publications Ltd

Influencers and content creators have exerted a significant impact on both business and culture. This comprehensive textbook blends cutting-edge conceptual and critical analysis on the topic with practical insights to surpass the offerings of existing social media marketing textbooks. By drawing from examples across the globe, it delves into the multifaceted phenomenon of influencers, exploring their significance for governments, platforms, and brands. Key topics examined include:
1. The influencer phenomenon as a form of persuasion
2. The influencer phenomenon as a structural change in media
3. The influencer phenomenon as a culture shift
4. The influencer phenomenon as a challenge to equality
5. Regulations impacting the phenomenon
6. Ethical implications
7. Providing useful features, this textbook offers readers a comprehensive 360-degree perspective on one of the world's most significant and rapidly evolving new media phenomena.

Weight: 800g
Dimension: 249 x 176 x 31 (mm)
ISBN-13: 9781529768657