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Influencers’ Engagement in a Brand Communication: Latvia and Cyprus Cases

Author

Listed:
  • Antoniades George

    (CTL Eurocollege, Limassol, Cyprus)

  • Briede Dace

    (Alberta College, Riga, Latvia)

  • Kontina Marta

    (Alberta College, Riga, Latvia)

  • Milevica Inga

    (Alberta College, Riga, Latvia)

  • Stige-Skuskovnika Vita

    (Alberta College, Riga, Latvia)

Abstract

Research purpose. Social networks have become an integral part of life, making social media one of the most significant advertising platforms, which, according to many experts and scientists, is one of the most effective brand communication techniques. According to Google’s data (Think with Google, 2018), before the purchase, shoppers like to address real people, which they think could be trusted. Branding with influencers is a new way of promoting products and services. It has also recently been a much sought research topic both in terms of studying the brand communication and the influencer phenomenon. This comparative study explores the involvement of influencers in brand communication. The aim of the research is to analyse the involvement of Latvian and Cypriot influencers in brand communication, its features in theoretical and practical aspects.

Suggested Citation

  • Antoniades George & Briede Dace & Kontina Marta & Milevica Inga & Stige-Skuskovnika Vita, 2020. "Influencers’ Engagement in a Brand Communication: Latvia and Cyprus Cases," Economics and Culture, Sciendo, vol. 17(1), pages 53-61, June.
    • Handle: RePEc:vrs:ecocul:v:17:y:2020:i:1:p:53-61:n:5
    DOI: 10.2478/jec-2020-0005
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    References listed on IDEAS

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    More about this item

    Keywords

    Influencer; Brand Communication; Marketing Communication; Advertising; Social Media;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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