Influencer marketıng and publıc relatıons
The new dynamıcs of buıldıng a brand ımage ın the dıgıtal age
DOI:
https://doi.org/10.32770/jbfem.vol667-76Keywords:
ınfluencer, ınfluencer marketing, public relations, brand ımageAbstract
This study provides a comprehensive look at influencer marketing, public relations and the dynamics of communication in the digital age. The study explains the definition, importance, benefits and challenges of influencer marketing. It also details the evolution of public relations in the digital age, and its integration with brand communication and influencer marketing. It emphasizes that digital marketing can reach a wide audience, increase engagement and achieve measurable results as well as the importance of integrating public relations with digital media and online platforms. The concept of an influencer and the role of influencer marketing in creating brand image was explained in detail, and it was noted that the credibility of influencers and their impact on followers is important in creating a positive brand image. The benefits and challenges of influencer marketing were also discussed. Benefits included the ability to gain the trust of followers, build brand loyalty and reach the target audience effectively. Challenges included factors such as content quality, perception of sponsorship and managing long-term relationships. In addition, the study focused on how brand communications should be approached from a holistic perspective and how public relations professionals can interact with influencer marketing. It also identifies strategic objectives, influencer selection and content quality that should be considered when integrating PR and influencer marketing. It is also stated that social media platforms provide effective communication through collaboration with influencers as they can be used as brand ambassadors in public relations campaigns. It was stated that public relations professionals play an active role in navigating the digital environment, building relationships with influencers and using influencers to enhance brand image.
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