THE ROLE AND INVOLVEMENT OF INFLUENCERS IN PROMOTING BRANDS

Maria Alexandra Călinoiu
Additional contact information
Maria Alexandra Călinoiu: University of Craiova Faculty of Economics and Business Administration Craiova, Romania

Annals of University of Craiova - Economic Sciences Series, 2018, vol. 2, issue 46, 73-86

Abstract: The aim of this article is to analyse the impact that traditional advertising and online advertising have on consumers, in the context of permanent evolution that requires improved marketing strategies and better targeting. The research methodology consists of a critical literature review on branding and influencers, aiming to highlight the impact of influencers on different generations of consumers. The conclusion of our research is that brands must always come up with something new, adapt to trends and behavioural changes, and this adaptation is facilitated by influencers, who place the product or service in the right context because they are aware of changes in the online environment, acting as promoters of change, which leads to greater receptivity on the side of consumers.

Keywords: M15; M31; M37; M41; M42 (search for similar items in EconPapers)
JEL-codes: M40 M41 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://feaa.ucv.ro/annals/v2_2018/0046v2-009.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aio:aucsse:v:2:y:2018:i:46:p:73-86

Access Statistics for this article

Annals of University of Craiova - Economic Sciences Series is currently edited by Sorinel Domnisoru

More articles in Annals of University of Craiova - Economic Sciences Series from University of Craiova, Faculty of Economics and Business Administration Contact information at EDIRC.
Bibliographic data for series maintained by Anca Bandoi ( this e-mail address is bad, please contact ).