Influencers and content creators have profoundly impacted business and culture. Using examples from around the world, this textbook examines the influencer phenomenon from a variety of perspectives, including as a form of persuasion, a structural change in media, a culture shift and a challenge to equality. It provides an in-depth look at the influencer ecosystem, including pet and virtual influencers, analyses the business and the practice of managing influencers and creators, examines regulations and ethical implications, and also explains why influencers and creators are becoming indispensable to governments, platforms, and brands.