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Influencers & creators : business, culture and practice / Robert V. Kozinets, Ulrike Gretzel & Rossella Gambetti.

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Kozinets, Robert V. (1964-....)

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 CreatorsA Macrosocial PerspectiveBusiness And Social Media Marketing ConceptsInfluencer And Creator EcosystemPrinciples Of InfluenceDiversity, Equity, And InclusionCultural EffectsEthics And RegulationThe Business Of InfluencePartnering With Influencers And CreatorsRunning CampaignsMeasuring And Assessing CampaignsTrajectories, Technologies, And Transformations.

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