We live in a time where we are literally surrounded by advertisements in every aspect of our lives and there are simply too many of them for us to be able to notice them all, what more remember them. Therefore, companies and brands had to find an alternative form of communication. Before making a purchase consumers consult with either family or friends, because they trust them more than advertisements themselves. With the development of social media digital influencers have emerged. Individuals with a larger number of followers therefore have a certain influence on their followers. And here, brands seized the opportunity and began collaborating with digital influencers. In this thesis I have focused on the economic aspects of collaboration between a brand and a digital influencer in Slovenia, specifically in the area of fashion and lifestyle. In my research, I focused on collaboration process, what are the cost of collaboration and what affects these costs, as well as how much of free work is done by digital influencers, and finally, how much do digital influencers earn in a year or how much brands spend on working with digital influencers on their annual budget.
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