Influencer & creator. Business, cultura e pratica

[Autom. eng. transl.] Influencers and content creators are profoundly influencing many cultural and business aspects of contemporary society and, for this reason, they represent one of the most important media phenomena in the world. Combining their respective skills, the authors of this volume address the topic from a variety of perspectives: the volume therefore provides an in-depth analysis of the ecosystem of influencers and related actors (including pets and virtual influencers), analyzes regulations and ethical implications and explains why influencers are becoming indispensable tools for governments, platforms, brands. The text concludes with an exhaustive description of the process of developing effective influencer marketing and influencer relation campaigns. Combining cutting-edge critical and conceptual reflections, practical advice, a wide range of examples and numerous diagrams and figures, this volume goes beyond existing literature to offer a 360-degree image of the phenomenon, which will be useful both to those who study the social media marketing ecosystem and to those who actively work in it.