Pregledni rad
https://doi.org/10.56321/IJMBS.9.15.15
CRITERIA FOR CHOOSING SOCIAL MEDIA INFLUENCERS FOR BRAND MARKETING COMMUNICATION
Vatroslav Škare
; Ekonomski fakultet Sveučilišta u Zagrebu, Zagreb, Hrvatska
Sažetak
The use of influential people in marketing communication has a long history in marketing. With the development of social media, these influencers are no longer just celebrities or well-known personalities. Social media influencers are individuals who create digital content for a large audience and offer companies and brands the opportunity to promote themselves by including their products or services in this content. These influencers can have anywhere from 10,000 to several million followers. Due to their ability to influence the preferences and behaviour of their followers, they have become an important communication channel for many brands in the digital environment. They enable companies to increase their brand awareness, engage with brand-relevant content and build stronger connections with target markets. One of the challenges for marketers is selecting the right influencers for a brand’s marketing communications. This article provides an overview of the scientific findings on possible criteria for the selection of influencers for brand marketing communication in social media. A literature review was conducted, and three groups of criteria were identified: criteria related to the content source (influencer), content-related criteria and criteria related to the relationship between the source (influencer) and the audience (consumer). Based on these identified criteria, a conceptual framework for the selection of influencers for the marketing communication of brands on social media is proposed. Implications for both academics and practitioners are derived from this conceptual framework.
Ključne riječi
influencers; marketing communication; brand management; social media; influencer marketing
Hrčak ID:
313235
URI
Datum izdavanja:
29.12.2023.
Posjeta: 262 *