Influencers and Creators. Business, Culture and Practice

Influencers and content creators have profoundly impacted business and culture. This textbook, published by Sage Publications, 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, including as a form of persuasion, a structural change in media, a culture shift and a challenge to equality. It provides an in-depth look at the influencer ecosystem, including pet and virtual influencers, analyses the business and the practice of managing influencers and creators, examines regulations and ethical implications, and also explains why influencers and creators are becoming indispensable to governments, platforms, and brands. With useful features, readers will gain a 360-degree view of one of the world's most important new media phenomena.