Conceptualizing "Sponsored Authenticity" in Sustainable Influencer Marketing
Conceptualizing "Sponsored Authenticity" in Sustainable Influencer Marketing
Author(s): David KlimešSubject(s): Media studies, Business Economy / Management, Economic development, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Advertising value; Brand credibility; Influencer marketing; Relationship marketing; Social media;
Summary/Abstract: The role of social media influencers is growing in the communication mix. Their unique relationship with target groups attracts advertisers. However, this raises many questions that are not so prominent in traditional advertising forms on social networks: How to manage influencers activity? What ethical issues are associated with this type of promotion? The present work suggests moving towards trusted and sustainable influencer marketing. Considerable increases in influencers' numbers require standardized rules for their selection and a possible subsequent commercial relationship. It is also necessary to standardize the approach to parasocial influences of the influencer with its community. The third area is the ethical use of influencers in commercial communication. This cannot be achieved without creating long-term standardized relationships with influencers. This paper proposes to follow some traditional tools as an auxiliary parameter to measure influencers sustainability.
Journal: Marketing Identity
- Issue Year: 9/2021
- Issue No: 1
- Page Range: 314-324
- Page Count: 11
- Language: English