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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