Инфлуенсърите като създатели на стойностно бранд съдържание
Influencers as Creators of Valuable Brand Content

Summary/Abstract: The text substantiates the need to change the understanding of influencers in the contemporary digital environment and their role in creating and promoting brand content. The main statement is that one of the reasons why influencers are developing is that they are trying to create valuable content, including for companies. And the attention within these collaborations is shifting from the number of followers and engagement to the content developed. This, together with authenticity, has the potential to lead to long-term communication benefits for them, for companies, and for society as a whole.

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