This textbook combines cutting-edge conceptual and critical thinking with practical advice for those interested in the way influencers and content creators have profoundly impacted business and culture. 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.
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vii | |
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ix | |
| Author Bios and Affiliations |
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xi | |
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1 Influencers and Creators |
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1 | (26) |
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2 A Macrosocial Perspective |
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27 | (26) |
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3 Business and Social Media Marketing Concepts |
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53 | (30) |
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4 Influencer and Creator Ecosystem |
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83 | (26) |
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5 Principles of Influence |
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109 | (26) |
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6 Diversity, Equity, and Inclusion |
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135 | (20) |
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155 | (30) |
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185 | (28) |
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9 The Business of Influence |
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213 | (28) |
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10 Partnering with Influencers and Creators |
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241 | (30) |
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271 | (20) |
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12 Measuring and Assessing Campaigns |
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291 | (24) |
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13 Trajectories, Technologies, and Transformations |
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315 | (26) |
| References |
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341 | (24) |
| Index |
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365 | |
Robert Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the University of Southern Californias Annenberg School for Communication and Journalism and Marshall School of Business. An academic whose methods and theories are widely used by researchers, in classrooms, and in industry, he has taught digital methods to some of the worlds best students and consulted with a range of highly respected global organizations.
