UNIVERSITY PARK, Pa. — In the fast-paced, ever-changing world of online commerce and the creator economy, understanding the factors that drive brand decisions, impact influencers and motivate consumer behavior represent the keys to success.
One Penn State faculty member has taken an important step in helping stakeholders — especially students — better appreciate that ecosystem and be successful with his first textbook, an e-book titled “Understanding the Creator Economy: Making Digital Media Work for You, Preliminary Edition” from Kendall Hunt Publishing.
Author Bill Zimmerman, an assistant teaching professor of advertising/public relations in the Donald P. Bellisario College of Communications, will use the book for his class this fall, "COMM 372 Digital Public Relations."
Zimmerman said he believes it’s an important time for content creators, whose influence has grown as a driving factor for consumer behavior in recent years. Brands have recognized that impact, accountability has increased and the idea of a career as a social media influencer that might have seemed far-fetched not long ago has become a reality for many.
“Content creators are changing popular culture and significantly influencing us as consumers of news, entertainment and brands,” Zimmerman said. “There’s a need in academia to dive deeper into the topic.”
The book offers a comprehensive guide for enterprising students to thoughtfully and purposely approach content creation as a business in the creator economy. Additionally, the book uses case studies about successful brand-influencer campaigns, data and examples to enhance comprehension, and question-and-answer segments with creators to share the reality of their work.
Zimmerman also includes a strong brand perspective so those considering the field can appreciate and leverage the power of creators. The book also addresses the challenges and possibilities of someone attempting to build their own digital media brand.
Bellisario College adjunct instructor Jenna Spinelle contributed a chapter in the book and her course, "COMM 210: Independent Content Creation," influenced early planning of the text’s structure.
Prior to teaching at Penn State, Zimmerman worked as a newspaper reporter and public relations professional. He has a bachelor’s degree in journalism from Indiana University of Pennsylvania and a master’s in higher education from Penn State. He also holds the Accreditation in Public Relations from the Public Relations Society of America.