Conceptualizing "sponsored authenticity" in sustainable influencer marketing

Abstrakt

The role of social media influencers is growing in the communication mix. Their unique relationship with target groups attracts advertisers.

However, this raises many questions that are not so prominent in traditional advertising forms on social networks: How to manage influencers activity? What ethical issues are associated with this type of promotion?

Klíčová slova

• Advertising value
• Brand credibility
• Influencer marketing
• Relationship marketing
• Social media