Influencers & creators : business, culture and practice
Kozinets, Robert V.
Influencers & creators : business, culture and practice - New Delhi: Sage; c2023. - xii, 371p.
Includes bibliographical references and index.
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.
9781529768640
Social media marketing
Advertising
Influencer marketing
Digital entrepreneurship
658.872 KOZ
Influencers & creators : business, culture and practice - New Delhi: Sage; c2023. - xii, 371p.
Includes bibliographical references and index.
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.
9781529768640
Social media marketing
Advertising
Influencer marketing
Digital entrepreneurship
658.872 KOZ