Naslov
Influencer marketing as a contemporary tool in brand promotion

Autori
Fraculj, Mario ; Antolović, Kamilo ; Pale, Domagoj

Izvornik
Oeconomicus (1849-9686) 16 (2021); 49-63

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, prethodno priopćenje, znanstveni

Ključne riječi
interactive digital communications ; internet advertising ; influencer marketing ; micro-influencer ; law and ethics

Sažetak
The accelerated development of forms of communication, primarily interactive digital communications, creates new paradigms in the marketing of products, brands and companies. Influencer marketing has proven to be one of those that is growing and has an increasingly powerful influence in brand marketing. So, the question is not whether influencer marketing is needed, but what kind gives the best results and how it will develop. How to best fit it into marketing strategies, how to choose the right influencer, how to plan, guide and measure the effects of this form of communication within iterative digital communications. Numerous dilemmas and necessary answers include increasingly delicate issues of brand social responsibility, primarily from legal and ethical aspects. Influencer marketing is still relatively poorly regulated in the world, and the same is true for Croatia.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA