Social Media Influencer Marketing in Context of Event Marketing Strategy
Social Media Influencer Marketing in Context of Event Marketing Strategy

Author(s): Petra Jílková
Subject(s): Media studies, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Masarykova univerzita nakladatelství
Keywords: content marketing; customer insight; event marketing; influencer marketing; social media;
Summary/Abstract: The popularity of the influencer marketing has grown significantly and many companies are still unsure how to use the influence of social media celebrities to create effective marketing campaigns and how to improve brand awareness via social media. This article proposes and explores the social media influencer marketing in order to develop an understanding as to how content brand strategy through event. Marketing campaign can be integrated within existing brand and product marketing strategy. The article examines the event marketing tools, formats and how marketers integrate it into marketing strategies. Additionally, the article provides new types of social insights, as well as measuring their effectiveness in a specific event marketing campaign. In particular, the final report focusses on measuring and mapping influencers´ impact, to identify dominant techniques based on the specific event marketing campaigns. It was found that the impact of social media and influencer marketing in context of brand strategy is significant. The findings indicate that the primary objectives of influencer marketing are driving the brand awareness and reaching new audiences.

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