Influential marketing is a modern strategy of marketing communication on online platforms, which includes various entities – the brand, online influencers and users of social networks. More and more companies are incorporating it into their marketing mixes, as it enables brands to provide information through communication channels that are not directly owned by them and through well-known online personalities, whom social network users trust more than they trust brand marketing messages. This involves the process of integrating brand messages into online influencer’s communication with his followers and therefore indirectly influencing the process of consumer motivation to process the message, the possibility of establishing a relationship with the brand and the consumer's purchase intention. We know different ways of collaborating between brands and online influencers, which also have different benefits, effects and goals. Among them we can distinguish different forms of cooperation, which also include brand representation in the form of brand promotion, which the online influencer includes in his content, or the creation of community of different influencers (ambassadors) and the co-creation of a specific product or co-ownership of the brand by the online influencer.
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