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Influencers and Creators
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Influencers and Creators
Business, Culture and Practice



May 2023 | 336 pages | SAGE Publications Ltd

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.


 
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

For instructors

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Paperback
ISBN: 9781529768640
$50.00

Hardcover
ISBN: 9781529768657
$150.00