: business, culture and practice Kozinets, Robert V. creator text New Delhi Sage c2023 monographic eng

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xii, 371p. 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. Includes bibliographical references and index. Social media marketing Advertising Influencer marketing Digital entrepreneurship 658.872 KOZ 9781529768640 260521 20260528153808.0