Influencers: the path from consumers to professionals
Influencers: the path from consumers to professionals

Author(s): Aura-Elena Amironesei
Subject(s): Law, Constitution, Jurisprudence, Law and Transitional Justice, Law on Economics, Commercial Law
Published by: Societatea de Stiinte Juridice si Administrative
Keywords: professional; trader; influencer; marketing;
Summary/Abstract: The concept of ‘influencer’ stands at the confluence of law, economy, marketing, sociology and psychology, being in a continuous grinding, generated by the development of social media tools and the diversification of the activities that can be carried out on social media. The influencer has crystallized his presence within the virtual environment, as he started to use social media from the position of a consumer. At the moment, he evolved into an entity that shirks the national imperative legal provisions and has a series of attributes which cannot characterise any other existing and conceptualised entity. The uniqueness of the influencer, along with his constant developing characteristics, have led to several difficulties in the process of regulating his activity. Nevertheless, the time that has passed since their emergence on the market is more than sufficient for providing the possibility of describing the influencers and confining them within a legal regime. Our analysis focuses on the compatibility between the status of a professional, as it is regulated in the Romanian law, and the status of influencer. Then, we will briefly discuss the possible consequences, determined by the compatibility, on the activity of the influencer and on his digital content.

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