New Book Release: “Influencers and Creators: Business, Culture and Practice” – A Deep Dive into the power of influence

We are excited to announce the publication of Influencers and Creators: Business, Culture and Practice by Robert Kozinets, Ulrike Gretzel and Rossella Gambetti (2023). This book offers a unique perspective on the influence and creator economy, exploring how influence ecosystems are reshaping business and culture.

Blending cutting-edge theory with practical insights, this textbook examines the influencer phenomenon from multiple angles, featuring real-world examples from across the globe. It also delves into why influencers are becoming essential for governments, platforms, and brands.

The book is also available in Italian as Influencer & Creator: Business, cultura e pratica (Kozinets, Gretzel & Gambetti, 2024 – FrancoAngeli).

Don’t miss this essential read for anyone looking to understand the power of influence in today’s digital landscape!