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:...

Netnography is an adaptation of ethnography for the online world, pioneered by Robert Kozinets, and is concerned with the study of online cultures and communities as distinct social phenomena, rather than isolated content. In this landmark third edition, Netnography: The Essential Guide provides the theoretical and methodological groundwork as well as the practical applications, helping students both understand and do netnographic research projects of their own.Pa...

How is qualitative marketing and consumer research conducted today?- What is rigorous research in this field?- What are the new, cutting edge techniques?Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting researc...

Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and that who we are is an inherently social phenomenon. It is the tribus, the many little groups we belong to, that are fundamental to our experience of life. Tribal...

**A New York Times Best Seller"Essential reading for all adults who work with black and brown young people...Filled with exceptional intellectual sophistication and necessary wisdom for the future of education."—Imani Perry, National Book Award Winner author of South To AmericaAn award-winning educator offers a much-needed antidote to traditional top-down pedagogy and promises to radically reframe the landscape of urban education for the better**Dr...

Romance and love are in a state of crisis: Statistically speaking, young women today are living romantic lives of all kinds—but they’re still feeling bogged down by social, cultural, economic, and familial pressures to love in a certain way.Young women in the modern world have greater flexibility than ever when it comes to who we choose to love and how we choose to love them; but while social circumstances may have changed since our parents’ generation, certain life expectations re...

The Consumer Society Reader features a range of key works on the nature and evolution of consumer society. Included here is much-discussed work by leading critics such as Jean Baudrillard, Susan Bordo, Dick Hebdige, bell hooks, and Janice Radway. Also included is a full range of classics, such as Frankfurt School writers Adorno and Horkheimer on the Culture Industry; Thorstein Veblen's oft-cited writings on "conspicuous consumption"; Betty Friedan on the housewife's central role i...

Brings together the highlights of a decade and a half of groundbreaking research into the cultural life of media consumersHenry Jenkins's pioneering work in the early 1990s promoted the idea that fans are among the most active, creative, critically engaged, and socially connected consumers of popular culture and that they represent the vanguard of a new relationship with mass media. Though marginal and largely invisible to the general public at the time, today, med...

Today, designers design services, processes and organizations; craft skills no longer suffice. We need to discover, define and solve problems based upon evidence. We need to demonstrate the validity of our claims. We need a guide to design research that can educate students and be a reference for professionals. And here it is: a masterful book for 21st century designers.′- Don Norman, Professor and Director of Design Lab, University of Californi...

Management and leadership are increasingly important within the organisation and delivery of social care services and now form part of the post qualification framework for social workers. Yet, whilst there is a relatively broad understanding of management concepts and their application in social care, their foundations often go unchallenged both by students and managers. Furthermore, leadership is open to a wide range of interpretations and is often ill-defined with the expectation that we...

The image of a job captures our imagination from an early age, usually prompted by the question 'What do you want to be when you grow up?'. Work -- paid, unpaid, voluntary, or obligatory -- is woven into the fabric of all human societies. For many of us, it becomes part of our identity. For others it is a tedious necessity. Living is problematic without paid work, and for many it is catastrophic. Steve Fineman tells the fascinating story of work - how we strive for security, reward, and of...

Leadership in English Language Education: Theoretical Foundations and Practical Skills for Changing Times presents both theoretical approaches to leadership and practical skills leaders in English language education need to be effective. Discussing practical skills in detail, and providing readers with the opportunity to acquire new skills and apply them in their own contexts, the text is organized around three themes:The roles and characteristics of leader...