インフルエンサーとクリエイター：ビジネス・文化・実践 Influencers and Creators : Business, Culture and Practice

Kozinets, Robert/ Gretzel, Ulrike/ Gambetti, Rossella

Sage Publications Ltd（2023/05発売）

• 製本 Hardcover:ハードカバー版／ページ数 384 p.
• 言語 ENG
• 商品コード 9781529768657
• DDC分類 658.872

Full Description

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.

Contents

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