THE IMPORTANCE OF INFLUENCERS IN ONLINE MARKETING
THE IMPORTANCE OF INFLUENCERS IN ONLINE MARKETING
Author(s): Martina Minárová, Filip Smutný, Petra GundováSubject(s): Social Sciences, Economy, Media studies, Communication studies, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Influencer; Influencer Marketing; Marketing; Online Marketing; Social Media;
Summary/Abstract: Currently social media, blogs, vlogs and influencer marketing have incredible potential as persuasion tools and their persuasive function is of great importance as they have a great influence over public opinion. The companies have been encouraged to turn their attention from traditional marketing tools to new marketing tools. Influencer marketing is a form of marketing in which focus is placed on influential people rather than the target market as a whole. It identifies the individuals that have influence over potential buyers and orients marketing activities around these influencers. Another positive aspect of influencer marketing are also social campaigns which influencers start to actively involve in. The aim of this contribution is to present the results of primary research focused on knowing if currently influencers are important in marketing. For the purpose of gaining data we used the method of questioning via the tool of a questionnaire and an interview.
Journal: Marketing Identity
- Issue Year: 7/2019
- Issue No: 1
- Page Range: 911-926
- Page Count: 16
- Language: English