Intellectual Influencer as a New Ambassador in Digital Marketing Communication Cover Image

Intellectual Influencer as a New Ambassador in Digital Marketing Communication
Intellectual Influencer as a New Ambassador in Digital Marketing Communication

Author(s): Aylin Ecem Gürşen
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Wydawnictwo Uniwersytetu Wrocławskiego
Keywords: advertsing; public relations; marketing communications; digital marketing; influencer marketing;

Summary/Abstract: This conceptual paper focuses on intellectual influencer concept to offer a differentiation tool for influencer marketing activities. First, influencer marketing is explained from the traditional point of view. Secondly, the historical development process of the public intellectual concept which was formerly a subject of non-marketing disciplines such as journalism, sociology, and philosophy is discussed. Subsequently, the relationship between these two concepts together with influencer marketing and related marketing communication activities are evaluated. Finally, marketing-related areas where intellectual influencers can produce content are elaborated. This study could open a fresh field in academic research by bringing a new dimension to influencer marketing. Also, it can offer a noteworthy alternative for businesses in terms of differentiation, attracting attention and reaching target markets.

  • Issue Year: 15/2022
  • Issue No: 32
  • Page Range: 464-482
  • Page Count: 19
  • Language: English
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