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Redefining wine brand engagement through influencer marketing and ephemeral content

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  • Anca-Alexandra DUCMAN

    (Bucharest University of Economic Studies, Romania)

Abstract

This paper investigates the evolving topic of influencer marketing and the integration of ephemeral content for contemporary brand building. As user-generated endorsements gain prominence over traditional advertising channels, understanding consumer behaviors and motivations behind online peer influence becomes imperative. Based on a rigorous integrative literature review, this study synthesizes academic findings on engagement driven by social media influencers and limited content. A conceptual framework identifies strategic advantages and persisting knowledge gaps, while mapping a spectrum of micro to mega online influencers. Evaluating peer-reviewed insights interwoven across marketing, communications, and psychology uncovers both opportunities and limitations for marketing practitioners seeking to navigate this new paradigm. The pursuit of visibility, authenticity, and conversion balance remains more art than science, but measured collaborations with creative online advocates can anchor brand equity amidst digital word-of-mouth.

Suggested Citation

  • Anca-Alexandra DUCMAN, 2024. "Redefining wine brand engagement through influencer marketing and ephemeral content," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania / Editura Economica, vol. 0(1(638), S), pages 43-56, Spring.
    • Handle: RePEc:agr:journl:v:1(638):y:2024:i:1(638):p:43-56
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    References listed on IDEAS

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    1. Robert Zniva & Wolfgang J. Weitzl & Christina Lindmoser, 2023. "Be constantly different! How to manage influencer authenticity," Electronic Commerce Research, Springer, vol. 23(3), pages 1485-1514, September.
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