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Influencers and Creators
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Influencers and Creators
Business, Culture and Practice


Other Titles in:
Advertising | Marketing | Public Relations

April 2023 | 384 pages | SAGE Publications Ltd

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.

 
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

Robert Kozinets

Robert Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the University of Southern California’s 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 world’s best students and consulted with a range of highly respected global organizations. More About Author

Ulrike Gretzel

Rossella Gambetti

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ISBN: 9781529768640
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