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The Role And Involvement Of Influencers In Promoting Brands

Author

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  • Maria Alexandra Călinoiu

    (University of Craiova Faculty of Economics and Business Administration Craiova, Romania)

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.

Suggested Citation

  • Maria Alexandra Călinoiu, 2018. "The Role And Involvement Of Influencers In Promoting Brands," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 2(46), pages 73-86, December.
  • Handle: RePEc:aio:aucsse:v:2:y:2018:i:46:p:73-86
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    File URL: http://feaa.ucv.ro/annals/v2_2018/0046v2-009.pdf
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    References listed on IDEAS

    as
    1. Adriana Schiopoiu Burlea & Joop Remmé, 2017. "The Dangers of Dispersal of Responsibilities," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 19(45), pages 464-464, May.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    M15; M31; M37; M41; M42;
    All these keywords.

    JEL classification:

    • M40 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - General
    • M41 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - Accounting

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