Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development

Abstract

Along with the increasingly high level of digital media consumption, organizations’ expenditure on online promotional activities is constantly and dynamically growing. At the same time, together with the growing expenditures on digital promotion, it can be clearly seen that the effectiveness of activities carried out in the electronic space in its current form is decreasing. Therefore, in the new market situation, when the promotion of products and services has never been so difficult, organizations have started to look for other methods of influencing consumers. One of the most important trends is the use of the influencer marketing concept. In this context, the aim of this article is to analyze the role, place and significance of digital influencers in the overall functioning of the online promotional system, and the impact of the influencer marketing concept on its sustainable development. In order to implement it, a literature analysis was carried out on the origins of this phenomenon, and its scale, causes and impact on the functioning of the digital promotion system. After the completion of this stage of the research, a questionnaire survey was conducted on a group of individual Internet users in order to obtain primary data. The results of the research indicate that there is a great potential for activities involving digital influencers. This potential relates primarily to the effective transmission of information about a product or service, the impact on increased brand awareness, and the impact on the sales level of products and services offered by companies. The study also identified the most important threats that may affect the future development of the concept of influencer marketing.

Do green women influencers spur sustainable consumption patterns? Descriptive evidences from social media influencers

“…When considering the impact of influencers on followers (target segment), influencers can guide people for sustainable lifestyle. Influencers are known as an opinion leaders of social media platforms and they can share own experiences, lifestyle and consumption patterns (Berne-Manero and Marzo-Navarro, 2020;Wielki, 2020) Open access account is important to get higher numbers of followers. Limited accounts may discourage new and potential followers Open access information Open access information is needed to explain and teach how people can adapt sustainable lifestyle.…”

The Behavior of Consumers and Producers of Food of Animal Origin and Their Impacts in One Health

“…The power that digital influencers have on the consumers' lives, especially those of the Z generation, is enormous ( 11 , 34 ), because they only indicate a product and the people who follow them will buy it, believing in their theories that have no scientific meaning or without making a good reflection. Some people may decrease or stop eating meat ( 10 ) and acquire anemia due to the misinformation transmitted by the influencers, as they often believe that animals feel pain when slaughtered, but do not even know what animal stunning is.…”

“…In addition to the lack of knowledge, the consumers are also false-information hostages about the product they will purchase and/or consume ( 6 , 10 ) and end up not making the best choice at the market. Disinformation is often spread by famous digital influencers ( 11 ) who are not experts in the production of food of animal origin. This lack of scientific knowledge of the consumers ends up harming their own health and the economy, because in addition to running the risk of eating contaminated food, many also stop eating meat and other animal products due to the negative influence of lay people on the subject or motivated by ethical and moral issues, like their own beliefs in animal welfare and environmental impact of production systems ( 10 , 12 , 13 ).…”

Hegemonic practices of online local fashion brands in the information society era during the Covid-19 pandemic

“…The posts uploaded by the celebrities increase their followers' interest in following the accounts of each brand, and some may even be interested in buying. This happens because the influencers already have the trust of the public, considering that the major criteria for the effectiveness of the activities taken by digital influencers are trust as an authority, the credibility of the message communicated, and the relationship between the message and a particular person (Wielki 2020). Therefore, through the endorsement method performed by the brand owners of Giyomi, Uniche Gallery, Rokgaliya, Kelana Scarf, Kimka Hijab, and Prior.id, the process of hegemony in the community occurs effectively when selling or introducing products to the public.…”