IDEAS home Printed from https://ideas.repec.org/a/aio/aucsse/v2y2018i46p73-86.html
   My bibliography  Save this article

The Role And Involvement Of Influencers In Promoting Brands

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://feaa.ucv.ro/annals/v2_2018/0046v2-009.pdf
    Download Restriction: no
    ---><---

    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)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Costin Alexandru Panait, 2020. "Study of Employee Motivation in Organizations," Global Economic Observer, "Nicolae Titulescu" University of Bucharest, Faculty of Economic Sciences;Institute for World Economy of the Romanian Academy, vol. 8(1), pages 114-119, May.
    2. Larisa GRIGORIE (PATRU), 2018. "A Practical Approach Of The Corruption Particularities In Public Sector," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 192-205, November.
    3. Adriana Burlea-Schiopoiu & Ferjolt Ozuni, 2021. "The Potential of Albanian Tourism Sector," Sustainability, MDPI, vol. 13(7), pages 1-15, April.
    4. Tjaša Štrukelj & Jelena Nikolić & Dejana Zlatanović & Simona Sternad Zabukovšek, 2020. "A Strategic Model for Sustainable Business Policy Development," Sustainability, MDPI, vol. 12(2), pages 1-28, January.
    5. Piotr Zientara & Paulina Bohdanowicz-Godfrey & Claire Whitely & Grzegorz Maciejewski, 2020. "A Case Study of LightStay (2010–2017)—Hilton’s Corporate Responsibility Management System," Energies, MDPI, vol. 13(9), pages 1-22, May.
    6. Mihaela BARCAN & Laurentiu BARCAN, 2018. "Approaches Of Performance Management In Health Organizations," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 1(46), pages 116-123, November.
    7. Adriana Burlea-Schiopoiu & Norina Popovici, 2024. "Social Inclusion: A Factor That Influences the Sustainable Entrepreneurial Behavior of Generation Z," Administrative Sciences, MDPI, vol. 14(3), pages 1-14, March.
    8. Irina Andreea Pegulescu & Denisa Maria (Alniti) Cojoaca & Ana Maria Predila, 2022. "European Projects and Programs in Romania and in the South-West Oltenia Region," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 667-675, September.
    9. Adriana Burlea-Schiopoiu & Laurentiu Stelian Mihai, 2019. "An Integrated Framework on the Sustainability of SMEs," Sustainability, MDPI, vol. 11(21), pages 1-22, October.
    10. Larisa Grigorie (Pătru), 2018. "Theoretical Approach Of Corruption Complexity In Public Organisations," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 1(46), pages 124-134, November.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aio:aucsse:v:2:y:2018:i:46:p:73-86. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Anca Bandoi (email available below). General contact details of provider: https://edirc.repec.org/data/fecraro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.