Conceptualizing "sponsored authenticity" in sustainable influencer marketing

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11230%2F21%3A10438464" target="_blank" >RIV/00216208:11230/21:10438464 - isvavai.cz</a>
Result on the web
<a href="https://fmk.sk/download/MI_2021_eng_FINAL.pdf" target="_blank" >https://fmk.sk/download/MI_2021_eng_FINAL.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Conceptualizing "sponsored authenticity" in sustainable influencer marketing
Original language description
The role of social media influencers is growing in the communication mix. Their unique relationship with target groups attracts advertisers. However, this raises many questions that are not so prominent in traditional advertising forms on social networks: How to manage influencers activity? What ethical issues are associated with this type of promotion?
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Conference Proceedings from the Annual International Scientific Conference “Marketing Identity 2021: New changes, new challenges”
ISBN
978-80-572-0220-2
ISSN
1339-5726
e-ISSN
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Number of pages
11
Pages from-to
314-324
Publisher name
Faculty of Mass Media Communication, University of SS. Cyril and Methodius in Trnava
Place of publication
Trnava
Event location
Trnava
Event date
Nov 9, 2021
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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