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Global Perspectives on Social Media
Influencers and Strategic Business Comm

Global Perspectives on Social Media Influencers and Strategic Business Communication

50 Ideas You Really Need to Know series

Master the ideas that have shaped feminism throughout history. In a series of 50 accessible essays, author and journalist Maya Oppenheim explores the history, ideas and battle grounds that have defined and divided feminist movements. With writing that spans the worlds of pop culture, literature, theory, politics, economics, art, science, activism and technology, the book charts the trajectory of an eclectic movement, which has long strived to make the world a fairer and less brutal place. From the right to vote to reproductive rights, from protofeminist movements to psychoanalytical feminism,&nbsp;50 Feminism Ideas You Really Need to Know&nbsp;is a comprehensive, readable introduction to the most important feminist ideas throughout history. Using her experience as the first and only Women's Correspondent at a UK news outlet, Maya also delves into a range of contemporary issues, which feminist movements wrestle with today as the far right swells in power and the backlash to women's rights intensifies.

50 Feminism Ideas You Really Need to Know

Do you want to know how to come up with bold, innovative ideas? Are you keen to learn how culture can be leveraged to create change? Are you eager to learn from industry insiders? This innovative new textbook assembles leading names from the world of advertising to share their insights and experience from all aspects of the industry, helping you understand the various professional roles available and how they relate to your study. Professionals working at a range of recognisable brands (such as the BBC and Molson Coors) and leading advertising agencies - including ManningGottlieb and VCCP - come together to provide the inside story on everything from idea generation to planning global ad campaigns. At the end of each chapter, editors Mike Ryder and Mary Hargreaves, leading scholars from Lancaster University Management School, provide academic responses to the issues raised. Intuitively structured to take you on a journey from the beginnings of advertising as a medium to topical considerations such as influencer marketing, Advertising: A Practitioner Perspective covers both the creative and analytical aspects of the discipline. By discovering the concerns and outlooks of some of the industry's leading lights, you will gain a deeper understanding of both sides of the agency-client relationship, as well as the critical and theoretical perspectives of the theorists who helped shape them. Perfect for undergraduate and postgraduate students aiming to work in advertising, this unique book offers a grounded, accessible and experience-led look at the industry. Advertising: A Practitioner Perspective helps you connect theoretical knowledge with practical insight, enabling you to embark on a well-researched career path fully prepared to hit the ground running in the dynamic world of advertising.

A Practitioner Perspective

Advertising

'German Glück' ist ein hochaktueller, scharfsinniger Gesellschaftsroman, der das deutsche 'The White Lotus' sein könnte: Sieben Schicksale prallen in einem Luxusresort in der deutschen Provinz aufeinander.Ein brennender Tesla in der mecklenburgischen Provinz markiert den Nullpunkt: Roger Ross, frisch gefeuert und ohne Gepäck, flieht in das Luxusresort 'Eden' und erfindet sich radikal neu. Doch das Hotel ist keine Zuflucht, sondern eine prunkvolle Endstation für die Illusionen unserer Zeit. Denn im 'Eden', dieser bröckelnden Festung des bundesdeutschen Wohlstands, klammern sich anscheinend alle Gäste an ein Leben, das längst Geschichte ist: eine vom Shitstorm verbrannte TV-Komikerin, ein Tabakmanager, der seine Frau an den Klimaaktivismus verloren hat, ein von der mütterlichen Rente lebendes Zwillingspaar und eine Direktionsassistentin, die das Resort mithilfe ihres mörderischen Plans retten will. Diese Schicksalsgemeinschaft tanzt am Abgrund.Bitterböse und rasend komisch zugleich: eine literarische Abrechnung mit dem schönen Schein, in der die deutsche Seele Wellness bucht und den Wahnsinn bekommt.

Roman

German Glück

30 Minuten

Die Generation Alpha verstehen und gezielt erreichen
 Die Generation Alpha, geboren ab dem Jahr 2010, wird ab 2025/2026 sichtbar in den Arbeitsmarkt eintreten. Sie tritt das Erbe der Generation Z an als erstmals nahtlos digital sozialisierte KI Natives, aufgewachsen mit TikTok im Daumen, Roblox im Alltag und Kidfluencern als Vorbildern. Geprägt von globaler Vernetzung, Unsicherheiten und disruptiven Technologien, denkt, fühlt, konsumiert und lernt diese Generation anders als zuvor.Für Unternehmen, Marken, Schulen und den Arbeitsmarkt heißt das: Die Spielregeln ändern sich radikal - neue Werte, neue Erwartungen, ein neues Mindset, das Zukunft nicht nur anders denkt, sondern neu erfindet.Dieses 30-Minuten-Buch ordnet zentrale Werte, Medienpraktiken und Erwartungshaltungen der Generation Alpha ein und übersetzt Forschung in konkrete Schritte von Markenbotschaften bis zur Gewinnung von Mitarbeitenden.Es liefert fundierte Grundlagen und zeigt anhand aktueller Studien und inspirierenden Best Practices, wie Unternehmen die Generation Alpha schon jetzt als kraftvolle Konsumkraft und Zukunftsakteure verstehen und ansprechen.

30 Minuten Generation Alpha

The original, bestselling, and award-winning textbook on social media marketing, featuring all the essential topics, concepts, research, and practical application for study and career success. 
 
Fully revised for the sixth edition,&nbsp;Social Media Marketing&nbsp;reflects the realities of today's social media landscape. New to this edition is a chapter dedicated to tactical planning and execution, alongside expanded coverage of paid social advertising and updated discussion on influencer marketing. Artificial intelligence is integrated throughout the book, helping students understand how AI is reshaping social media marketing strategy, content creation, targeting, and analytics in practice. 
 
Written by bestselling author Tracy Tuten,&nbsp;Social Media Marketing, Sixth Edition&nbsp;is an essential resource for undergraduate and postgraduate students studying social media marketing, digital marketing, and related courses.

Social Media Marketing

**THE INSTANT NUMBER 1 SUNDAY TIMES BESTSELLER**What's stopping you from achieving the success you've always wanted?From growing up in a South London council estate to selling his first business for many millions before he was 30, Timo Armoo didn't dream of success, he made it happen. Being extraordinary, he proves, really is possible no matter where you start.In What's Stopping You?, Timo shares the real secrets to overcoming fear, self-doubt, and negative thinking. Forget motivational fluff. This is a practical, step-by-step manual for getting yourself to finally do the things you've always wanted to do.Inside, you'll learn how to:- Change the story you tell yourself - Build a network from scratch - Harness fear as fuel - Manage your internal scorecardThrough 11 powerful mindset hacks, which Timo calls cheatcodes for success, he shows you how to unlock your potential, rewire your mindset, and discover the independence, wealth and freedom of your dreams.

11 Cheatcodes to Unlock the Life You Want

What’s Stopping You?

Theory and Practice

Sport Branding

A fascinating exploration of how to use the power of storytelling to create irresistible pitches, build passionate brand loyalty, motivate teams and lead with charisma. 'Will Storr is a genius' Rory Sutherland 'A captivating and enlightening read . . Will Storr is an unusually talented and insightful writer' Adam Grant 'Storr shares profound insights' Seth Godin 'Whip smart, insightful and ridiculously entertaining' Jimmy Carr 'Shows how storytelling is the key to success in business, politics and even personal relationships.' The Times ____________________________________________________ Using the latest findings from social psychology, evolutionary psychology, organisational psychology and neuroscience, A Story is a Deal argues that we won't unlock the true power of story if we treat it merely as something we read on a page, see on a screen or hear in a speech. Storr shows how successful stories shape identities, which changes beliefs, drives action and achieves extraordinary results. With examples ranging from Aztec rituals to Apple's legendary advertising successes (and long-forgotten fails), A Story is a Deal lays out a revolutionary new method for creating the most persuasive messaging: by harnessing the power of our storytelling brains. _____________________________________________________ 'Intensely original and powerfully practical' Jonah Berger 'A fascinating insight into the human mind' Levinson Wood 'A very clever book that makes the reader feel cleverer with every page' Daniel Finkelstein 'Powerfully persuasive and urgently practical' Bruce Daisley 'Will Storr has a unique ability to explain our social world in ways that would never otherwise occur' Jack Dee

How to use the science of story to motivate and persuade

A Story is a Deal

Bloomsbury Fandom Primers

This book delves into the world of "fandom nationalism," where the lines between fan devotion and nationalistic fervor blur within the East Asian media landscape. Taking a non-Western perspective in fan studies, this book challenges conventional understandings of fandom nationalism. While the concept usually describes how citizens passionately adore their nation akin to idolizing celebrities, this ground-breaking research adds a captivating twist: such passion encompasses not only the expressions of love fans shower upon their idols but also the intense hatred anti-fans direct towards stars - fans strategically employ nationalism as a weapon to win fan wars. This enriches the concept of fandom nationalism, exploring how fans use participatory censorship practices to accuse celebrities and their followers of problematic political stances, thereby channeling collective nationalist anger to exact revenge on despised celebrities, such as Zhang Zhehan, a Boys' Love drama actor who was banned by the authorities and the industry for taking photos at the Yasukuni Shrine in Japan. Through a thorough review of relevant literature and detailed fieldwork data, this book reveals how fans and anti-fans participate in various stages of the banning process, leading to the career downfall of top stars in China. This brutal battleground, akin to cancel culture, is a product of the collusion among fans, netizens, the party-state, media platforms, and businesses, where fans' participation in nationalist practices can also be performative patriotism, driven by the desire to protect their idols and themselves. Using examples from China and beyond, Fandom Nationalism explores the relationship between fandom and the state more broadly.

Participatory Censorship and Performative Patriotism in East Asia

Fandom Nationalism

Moonwalkin' Through the Gamer-Verse: The Cold-Approach Blueprint for Streaming Success by Matthew Alexander is a bold, unfiltered, and motivational guide to surviving and thriving in the modern streaming world. Blending memoir, internet culture, entrepreneurship, humor, psychology, and self-improvement, the book explores what it truly takes to grow as a content creator in an era where visibility has become a form of currency.
At the center of the book is the author's personal journey from obscurity to rapid online growth. After years of inconsistent streaming and minimal engagement, the author transformed a nearly inactive Twitch account with only twenty followers into a platform that attracted thousands of followers in just a few months. Rather than presenting the rise as luck or algorithmic magic, the book argues that streaming success comes from aggressive self-marketing, strategic networking, confidence, adaptability, and relentless visibility.
The story begins with emotionally charged interactions between the author and fellow streamers whose support slowly turns into jealousy, tension, and passive-aggressive conflict as the author's popularity increases. Through these experiences, the book examines how success changes relationships in online communities. Admiration and encouragement often become competition, envy, gossip, exclusion, and cyberbullying once attention and growth enter the picture. These moments serve as both entertainment and cautionary lessons about the psychology of social media spaces.
A major theme throughout the book is "The Cold-Approach Method," a networking philosophy inspired by dating culture and direct social interaction. The author compares growing a streaming platform to approaching people confidently in real life. Instead of waiting for followers or viewers to appear naturally, creators are encouraged to actively engage with others, join conversations, enter live streams, support fellow creators, participate in Discord servers, and strategically place themselves in front of new audiences every day. According to the book, visibility is earned through action, not passivity.
The book breaks this philosophy into three stages: Basic-Level, Intermediate-Level, and Expert-Level Cold Approaching. The Basic-Level focuses on one-on-one engagement and relationship building with smaller streamers and online communities. Intermediate-Level expands into mass networking through Discord servers, TikTok live rooms, Facebook groups, gaming communities, and multi-platform interaction. Expert-Level introduces scaling methods such as promotions, freelancers, branding services, and paid marketing to accelerate growth and monetization.
Alongside practical advice, the book explores deeper themes of self-leadership and mindset. The author discusses leadership styles, confidence, discipline, rejection, burnout, motivation, emotional resilience, and the importance of developing an authentic identity instead of becoming a copy of another creator. Streaming is presented not merely as gaming, but as entrepreneurship in an attention-driven economy where creators function as entertainers, marketers, communicators, and community builders simultaneously.
The tone of the book is intentionally raw, comedic, provocative, and energetic. Filled with pop culture references, exaggerated metaphors, internet humor, profanity, and larger-than-life storytelling, the writing captures the chaotic energy of online creator culture while still delivering practical insight. Beneath the humor and bravado lies a consistent message about self-belief, persistence, adaptability, and refusing to remain invisible.Ultimately, Moonwalkin' Through the Gamer-Verse serves as both a streaming growth blueprint and a motivational manifesto for aspiring creators.

Moonwalkin' Through The Gamer-Verse - The Cold-Approach Blueprint for Streaming Success

Routledge Companions in Marketing, Advertising and Communication

Social media influencers are the iconic figures of the social media age. As media diets shift to social media, influencers sit at the center of communication flows within the new information ecology. This is a powerful position. As masters of large followerships, influencers can direct online attention and engagement toward certain topics-and away from others. Followers build long-lasting relationships with their favorite influencers and trust their authentic recommendations and advice. This makes them sought-after cooperation partners for corporations, but also for other organizations such as NGOs, political parties, or government agencies. Along with their growing cultural and economic relevance, influencer research has taken off for real in the last decade.Looking back at the first years of influencer scholarship, this book brings together leading researchers to consolidate the field, theorize current developments, and map future directions. Adopting the perspectives of influencers, followers, and other industry actors, this book provides a reference work that offers readers a comprehensive international collection of analyses, reflections, and insights about social media influencers, the dynamics of the industry, influencers' entanglement with strategic communication, and their role in contemporary (digital) culture.Offering a broad interdisciplinary overview of research emerging within social media influencing, this authoritative guide is an accessible resource for researchers, lecturers and students across marketing, media and communication, as well as cultural studies and digital anthropology.Chapters 9 and 25 of this book are freely available as a downloadable Open Access PDF at http://www.taylorfrancis.com under a Creative Commons Attribution-Non Commercial-No Derivatives (CC BY-NC-ND) 4.0 license.

The Routledge Companion to Social Media Influencers

edition suhrkamp

Ein »Zuschauer*innen« in den Nachrichten, und das Internet kocht. Ein Verlag zieht zwei Winnetou-Bücher zurück, und die Angelegenheit weitet sich fast zu einer Staatsaffäre aus. Eine transgender Influencerin bewirbt eine Biermarke, Konservative starten einen Boykott, der Kurs des größten Brauereikonzerns der Welt bricht ein. Eine Kulturkampf-Episode jagt die nächste, und selbst Konflikte um so materielle Dinge wie Gasheizungen werden zunehmend emotionalisiert und identitätspolitisch aufgeladen. Natürlich sind an solchen Auseinandersetzungen immer zwei Seiten beteiligt. Radikalisierte Konservative bespielen sie jedoch besonders intensiv und auf eine besonders gefährliche Weise. 
 
 
 Natascha Strobl zeichnet die Geschichte der großen Verkulturkampfisierung nach. Sie analysiert, warum diese Strategie für konservative und rechte Parteien so attraktiv ist; außerdem präsentiert sie Ratschläge für den Umgang damit: Wann ist es sinnvoll, nicht über das Stöckchen zu springen? Und wann muss man widersprechen, damit menschenfeindliche Haltungen nicht Normalität werden?

Ein Handbuch | Warum man nicht über jedes Stöckchen springen sollte

Kulturkampfkunst

Global Perspectives on Social Media Influencers and Strategic Business Communication

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