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Global Perspectives on Social Media
Influencers and Strategic Business Comm

Global Perspectives on Social Media Influencers and Strategic Business Communication

Moderne Managementansätze

Edition Wissenschaft & Praxis

Von interaktiven Dynamiken zu strategischen Entscheidungen

Psychologie im Influencer Management

Eine längst überfällige Betrachtung rassistischen Denkens in Deutschland
 
 Die 
 renommierte Journalistin und Politikwissenschaftlerin Gilda Sahebi
 zeigt in ihrer 
 klaren Analyse
 : 
 Wir alle denken rassistisch
 . Mit Extremismus hat das nichts zu tun. Sondern es ist Konsequenz politischer und gesellschaftlicher Strukturen, die unser Denken und unser Handeln formen. Wo Mehrheits- und Minderheitsgesellschaften aufeinandertreffen, bilden sich fast 
 zwangsläufig rassistische Denkmuster und Strukturen
 – außer man steuert bewusst dagegen. In Deutschland tut man das nicht. Der Rassismus-Vorwurf: Er wird abgetan. Lieber empört man sich, als eine ernsthafte Debatte zu führen und tatsächliche Probleme zu lösen.
 
 Gilda Sahebi analysiert die Spezifika des deutschen Rassismus. Dafür blickt sie zurück bis ins 
 Deutsche Kaiserreich
 und verfolgt die 
 roten Fäden rassistischen Denkens
 , die sich von damals bis in die 
 Debatten unserer Gegenwart
 – etwa um die 
 Staatsbürgerschaft, den Nahostkonflikt oder Migration
 – ziehen. Sie zeigt, wie wir rassistische und spaltende Narrative stetig weitertragen, uns Rassismus immer wieder beibringen – und damit 
 die Demokratie gefährden
 .

Eine Analyse deutscher Debatten

Wie wir uns Rassismus beibringen

Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business

In an era of rapid digitalisation, globalisation, and societal change, understanding markets requires more than economic rationality. This first book in a two-volume set brings together cutting-edge research that illuminates how social, behavioural, and psychological forces shape consumer decision-making, market dynamics, and strategic outcomes across industries and cultural contexts.Drawing on insights from behavioural economics, psychology, marketing, and sociology, the chapters explore how identity, values, emotions, culture, and social influence affect consumption, brand engagement, sustainability choices, and perceptions of legitimacy. From digital platforms, hospitality, and fashion to cultural industries, sport, and finance, contributors examine both established and emerging markets using diverse empirical and conceptual approaches.By integrating theory with real-world applications, the volume offers robust frameworks and evidence-based insights for understanding why consumers behave as they do—and how organisations can respond responsibly and effectively. With its international scope and interdisciplinary perspective, this book is an essential resource for scholars, advanced students, and practitioners seeking to navigate contemporary markets through a deeper understanding of human behaviour.&nbsp;Sandra Maria Correia Loureiro
 is Director of Portuguese Marketing &amp; Management SBU of GAMMA, and a Professor at ISCTE-IUL, Portugal.
 Ioanna Papasolomou
 is Associate Dean and a Professor of Marketing at the School of Business, University of Nicosia, Cyprus (EU).
 Alkis Thrassou
 is Director of Gnosis Mediterranean Institute for Management Science and a Professor of Strategic Marketing at the University of Nicosia, Cyprus (EU).
 Balakrishna Grandhi
 is Dean of Global MBA and Master of Global Business, and a Professor of Marketing and Strategy at SP Jain School of Global Management, Dubai, UAE.&nbsp;
 Leonidas Efthymiou
 is Head of Department of Management and an Associate Professor at the University of Nicosia, Cyprus (EU).
 Demetris Vrontis
 is the Vice Rector for Faculty and Research and a Professor of Strategic Management at the University of Nicosia, Cyprus (EU).

In an era of rapid digitalisation, globalisation, and societal change, understanding markets requires more than economic rationality. This first book in a two-volume set brings together cutting-edge research that illuminates how social, behavioural, and psychological forces shape consumer decision-making, market dynamics, and strategic outcomes across industries and cultural contexts.Drawing on insights from behavioural economics, psychology, marketing, and sociology, the chapters explore how identity, values, emotions, culture, and social influence affect consumption, brand engagement, sustainability choices, and perceptions of legitimacy. From digital platforms, hospitality, and fashion to cultural industries, sport, and finance, contributors examine both established and emerging markets using diverse empirical and conceptual approaches.By integrating theory with real-world applications, the volume offers robust frameworks and evidence-based insights for understanding why consumers behave as they do—and how organisations can respond responsibly and effectively. With its international scope and interdisciplinary perspective, this book is an essential resource for scholars, advanced students, and practitioners seeking to navigate contemporary markets through a deeper understanding of human behaviour.

Market and Consumer Perspectives

Social and Psychological Dynamics in Business, Volume I

Connect creator-driven influence with commerce media for full-funnel customer activation In Creator Marketing &amp; Commerce Media: How Creators Can Build Brands and Drive Sales, Frank Dudley, a faculty member at Northwestern University and the University of Pennsylvania and the first Director of the IAB, connects two disciplines that have traditionally operated in silos. With the creator economy projected to approach $500 billion and US commerce media and spend expected to reach $118 billion by 2030, this book shows how content, influence and commerce converge to guide customers from awareness to advocacy.&nbsp; The book introduces four original frameworks. The Customer Choice Journey maps the eight decision stages customers actually move through, and the Six Loops show how leading brands run that journey as a continuous system. The Brand-Creator-Retailer Triangle aligns the three partners who shape every purchase, and The Edge identifies the six creator behaviors that decide whether a campaign delivers. Real-world examples include MrBeast's expansion from YouTube into Feastables, Fenty Beauty and CeraVe building trust through creator partnerships, and Walmart Connect's integration of first-party data with off-site campaigns to drive measurable results.&nbsp; Readers will also discover: <ul> <li>Ready-to-use tools, including creator brief and commerce media activation brief templates, the Hook to Proof to CTA mesasging framework, and an ambassador performance scorecard.&nbsp; </li> <li>How retail media networks, TikTok Shop, connected TV, and digital out-of-home advertising amplify creator influence where purchase decisions happen</li> <li>How AI is reshaping creator discovery, content, targeting, and budget planning&nbsp;</li> <li>Methods to measure and defend creator marketing ROI with multi-touch attribution and marketing mix modeling&nbsp;</li> <li>Compliance guidance for the US, EU, China, India, Singapore, and Brazil&nbsp;</li> <li>Case studies from four continents, including Vessi, Perfect Dairy, Duolingo, Gymshark, and Salesforce, spanning both B2C and B2B.&nbsp;</li> </ul> Written for marketers, brand strategists, agency professionals, and advanced undergraduate, graduate, and executive students in marketing and media programs, this book delivers the frameworks and tools that connect creator marketing and commerce media to real business results.&nbsp;

How Creators Can Build Brands and Drive Sales

Creator Marketing & Commerce Media

A groundbreaking new framework for business leaders and policymakers In Passionomics, Raja Rajamannar introduces an original intellectual framework that equips CEOs, CMOs, strategists, boards, and policymakers with a new lens for driving growth, innovation, and enduring customer loyalty. Where behavioral economics examines how individuals make decisions, Passionomics reveals how collective passion - the synchronized intensity of millions of people acting in concert - moves markets, reshapes industries, and creates extraordinary value for the organizations and institutions that learn to harness it. Rajamannar makes the case through vivid, real-world phenomena every leader recognizes but few have truly decoded: the economic waves generated by a Taylor Swift tour, the industry-wide momentum of Formula 1, the societal mobilization of the FIFA World Cup and the Olympic Games. These are not anecdotes. They are windows into a dynamic that, once understood, becomes a deliberate strategic advantage - one that transforms how companies build brands, design products, earn loyalty, and compete, and how policymakers shape economies, cities, and public life. Business leaders and policymakers will discover: <ul> <li>A new strategic framework - Passionomics - that explains how collective intensity operates as a distinct and powerful dynamic separate from individual behavior</li> <li>Why passion is a renewable source of innovation, loyalty, and growth - and why the organizations and institutions that ignore it are leaving extraordinary value on the table</li> <li>How to recognize, cultivate, and harness collective passion inside organizations, brands, entire categories, and public institutions</li> <li>Case studies from sports, entertainment, culture, and commerce that reveal the architecture of passion-driven growth</li> <li>A practical lens for boards, CEOs, CMOs, senior leaders, and policymakers who want to move beyond conventional playbooks and unlock step-change performance</li> </ul> Passionomics is essential reading for business leaders and policymakers who sense that something critical is missing from the standard strategic toolkit - and who want a rigorous, original framework for building companies, brands, institutions, and economies that win in ways others cannot replicate.

Why Passion Is the Most Overlooked Advantage in Business

Passionomics

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

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

Essentials

Öffentliche Empörung entsteht heute schneller und setzt Organisationen, Medien und Institutionen unmittelbar unter Handlungsdruck. Dieses essential zeigt, wie Cancel Culture als Kommunikationsdynamik funktioniert, warum vertraute Reaktionsmuster oft versagen und wie sich selbst unter moralischer Zuspitzung Orientierung, Klarheit und Handlungsfähigkeit bewahren lassen.
Daniel Caroppo beschreibt eine Debattenkultur, in der nicht mehr nur um Inhalte gerungen wird, sondern auch um Haltung, Deutung und die Frage, wer öffentlich bestehen kann. Anhand prägnanter Fallbeispiele zeigt er, wie sich Empörung verdichtet, wie Ausschluss kommunikativ markiert wird und worauf es ankommt, wenn Kommunikation unter Druck nicht nur reagieren, sondern führen soll.
Der Inhalt

<li>Cancel Culture und Kommunikation

</li><li>Mechanik der Empörungswelle

</li><li>Wenn Kommunikation die Krise verschärft

</li><li>Was in der Krise kommunikativ trägt

</li><li>Prävention und Lernkultur

</li><li>Grenzen der Kommunikationsmacht

</li><li>Nach dem Sturm
</li>

Öffentliche Empörung entsteht heute schneller und setzt Organisationen, Medien und Institutionen unmittelbar unter Handlungsdruck. Dieses 
 essential 
 zeigt, wie Cancel Culture als Kommunikationsdynamik funktioniert, warum vertraute Reaktionsmuster oft versagen und wie sich selbst unter moralischer Zuspitzung Orientierung, Klarheit und Handlungsfähigkeit bewahren lassen.
 Daniel Caroppo beschreibt eine Debattenkultur, in der nicht mehr nur um Inhalte gerungen wird, sondern auch um Haltung, Deutung und die Frage, wer öffentlich bestehen kann. Anhand prägnanter Fallbeispiele zeigt er, wie sich Empörung verdichtet, wie Ausschluss kommunikativ markiert wird und worauf es ankommt, wenn Kommunikation unter Druck nicht nur reagieren, sondern führen soll.Der Inhalt<ul><li>Cancel Culture und Kommunikation</li><li>Mechanik der Empörungswelle</li><li>Wenn Kommunikation die Krise verschärft</li><li>Was in der Krise kommunikativ trägt</li><li>Prävention und Lernkultur</li><li>Grenzen der Kommunikationsmacht</li><li>Nach dem Sturm</li></ul>

Warum öffentliche Debatten kippen und was das für Organisationen bedeutet

Die Empörungsfalle – Kommunikation in Zeiten von Cancel Culture

THE INSTANT SUNDAY TIMES #1 BESTSELLER'One of our greatest non-fiction storytellers' PATRICK RADDEN KEEFE 'Riveting . . . an unmissable piece of work' MEGAN NOLAN, OBSERVER 'Addictively readable' DOLLY ALDERTON 'Chilling . . . supremely entertaining' FINANCIAL TIMES 'Ridiculously compelling and wonderfully weird . . . wise, timely and extremely funny' LOUIS THEROUX 'If you want a totally compelling live mystery that will make you burn for justice, READ THIS BOOK URGENTLY' MARINA HYDEThe million-copy bestselling author of The Psychopath Test returns with a shocking, darkly comic trip to the furthest reaches of the masculinity crisisI honestly have no clue what is going on. This is very weird. We left. Was completely fucked. All good now.When Jon Ronson received a series of disquieting texts from his son Joel who'd been lured to a mysterious castle in the forests of New England late one night, it sets Ronson Sr. off on an adventure into an underworld of unmoored and disaffected men.As Jon deepens his investigation into the castle and the wider 'man crisis' - where some are feeling tossed around in a sea of conflicting ideologies of what it means to be a man - urgent questions come to light. What exactly is 'Princessing'? Why did a lawn care influencer dress as a baby in front of billions of online viewers, with catastrophic results? And more pressingly, why are two recently released murderers on their way to pay Jon a visit?From the death of utopian factory towns to the false promise of YouTube influencer culture, Jon shows us our rapidly changing world like never before, and the men caught in the middle. A world drained of purpose, of collapsing institutions, where a new era of disinhibited behaviour has taken hold of our online and real-world selves. And as the castle mystery twists and turns into a cat-and-mouse story, will Jon be able to discover its terrifying secret hidden from the world?THE CASTLE marks Jon Ronson's triumphant return to the written page. Utterly hilarious and criminally entertaining, this is one of our greatest non-fiction writers at the top of his game: diagnosing our societal frailties in a narrative of blistering pace, insight and intensity.

Adventures in a World of Unravelling Men

The Castle

The Right Call is for leaders who recognise that ethics is not an afterthought but the architecture of every meaningful decision. As choices become embedded in systems, policies, and technologies, the quality of an organisation's ethical reasoning shapes outcomes long before a dilemma becomes visible. This book shows how to strengthen that capability.It begins by translating the four major ethical traditions into decision tools leaders can use in real time. Virtue, duty, consequences, and care become practical ways of diagnosing tensions, clarifying what is at stake, and understanding how values guide judgement under pressure. The book then examines the organisational infrastructure of decision-making, showing how language, power, and informal norms shape what people call the right thing to do. Through diagnostic templates and research-based insights, readers learn to surface assumptions, identify cultural blind spots, and create conditions where integrity can scale. The INTEGRITI(TM) model, a disciplined nine-step approach to leading values-based conversations, provides a clear method for turning intent into action, navigating stakeholder tensions, and embedding integrity into everyday practice.This is a book for anyone responsible for choices that carry consequences.

A Leader’s Guide to Ethical Decision-Making in Practice

The Right Call

**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?

Global Perspectives on Social Media Influencers and Strategic Business Communication

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