INFLUENCER MARKETING PLATFORMSAND KEY METRICS

Boycho Boychev ()
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Boycho Boychev: Varna Free University "Chernorizets Hrabar", Bulgaria

Economic Science, education and the real economy: Development and interactions in the digital age, 2020, issue 1, 264-275

Abstract: Contemporary business practice must take into account the fact that TV and print media have become less influential. This is due to the increasing use of Internet as a source of information. The rise of social networks, constantly changingconsumer preferences, and ad blockers to mention just a few have set serious challenges to marketing specialists. All this makes it necessary for companies to use new approaches for reaching target audiences. These methods should be unobtrusive for the customers and present brands in the best possible ways. This can be achieved by using influencers and leaders of opinion.

Keywords: influencer marketing; influencer; digital marketing; social network; digital media (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrn:cfdide:y:2020:i:1:p:264-275

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