Advertising communication with Influencers

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Araceli Castelló Martínez
University of Alicante
Spain
Cristina Del Pino Romero
Universidad Carlos III de Madrid
Spain
Vol. 01 No. 014 (2015), Articles (open section), pages 21-50
DOI: https://doi.org/10.17979/redma.2015.01.014.4880
Submitted: Dec 4, 2018 Accepted: Dec 4, 2018
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Abstract

Advertiser figure has been one of the resources most widely used in advertising throughout its history. However, with the popularization of social networks, power of recommendation of products and brands has spread practically to anybody, insofar individual interacts with other users through these platforms, also talking concerning his/her experiences as buyer and consumer. In addition to this, blogs and platforms such as Twitter or Instagram have motivated the emergence of a new profile of prescribers, opinion leaders who brands resort to with the aim of multiplying the reach of their communication actions. This article focuses on what influence marketing is and which are its characteristics as well as describes the legal and ethical rules advertisers and agencies must take into account to perform advertising campaigns with influencers via social networks.

Keywords:

marketing, communication, advertising

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