The study of influential marketing in promotion of products through bloggers and social media influencers

Abstract

Influencer marketing, the practise of recognising, influencing and promoting individuals who participate in interactions with the consumers of a company, is a growing technique utilised in public relations campaigns. In recent years, this approach has been primarily focused on social networking, providing possibilities for advertisers to compete through social media influencers. In order to explore this effect, the author carried out both a pentadic study and a qualitative examination of the quality of the messages by social media influencers. Findings showed that the usage of social media influencer marketing in public relations campaigns has breached the barriers between the customer and the company, transforming the way they communicate