THE EVOLUTION OF SOCIAL MEDIA INFLUENCER CULTURE AND ITS IMPACT ON TRADITIONAL MEDIA: LITERATURE REVIEW
THE EVOLUTION OF SOCIAL MEDIA INFLUENCER CULTURE AND ITS IMPACT ON TRADITIONAL MEDIA: LITERATURE REVIEW

Summary/Abstract: The rapid growth of social media has led (among other trends), to the development of influencer culture, which had a profound impact on traditional media. This literature review examines the evolution of influencer culture and its effects on media dynamics and focuses on the decline of traditional media as well as the opportunities and challenges which are posed by influencer communication. Looking into range of different studies, it identifies main characteristics of influencers and what is the role of social media during their development and rise. It also looks into the implications for media professionals and researchers. The review highlights the strategic use of influencers in various industries and the shifts in audience behavior and advertising practices. These insights into the continuously changing relationship between influencers and traditional media, point out the importance to adapt and innovate in today’s media communication. This paper also identifies the gaps which could be covered by future research. This includes ethical considerations, cross-cultural variations, and the influence of emerging technologies on media communication strategies.

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