Дигиталната реклама чрез инфлуенсъри – модел за сътрудничество
Digital Advertising Through Influencers – A Model for Cooperation

Author(s): Nikola Vangelov
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: advertising; digital advertising; influencers; social networks; Instagram
Summary/Abstract: The challenges for business organizations in communicating their products to the target audience on the internet are indeed huge. The digital ocean of information, the various communication channels, business websites, social networks, blogs, vlogs, and even virtual worlds offer opportunities for reaching the desired audience but threats, as well, if businesses are not familiar with the specifics of these channels. The text aims to shed some light on how influencers are an effective channel in promoting various goods and services. Through qualitative content analysis of influencers, as well as the channels they use, a model for collaboration is proposed. Influencers are the object and advertising communication is the subject of analysis. The study would be beneficial to various organizations that aim to communicate effectively with their consumers, as well as when trying to attract new ones.

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