Online marketing campaign in context of influencer marketing

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F25940082%3A_____%2F20%3AN0000007" target="_blank" >RIV/25940082:_____/20:N0000007 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Online marketing campaign in context of influencer marketing
Original language description
Influencer marketing is a marketing approach focused on creating relevant, and consistent content to attract a profitable customer. In an influencer marketing strategy, a brand forms a partnership with the influencers, and use their impact on a brand ́s industry or target audience. The marketing concept has changed dramatically in recent years and technologies affected the wider practice of the internet in online marketing campaigns. This article proposes and explores the digital marketing trends and its impact on the marketing and communication mix. Additionally, the article analyzes the current state of the influencer marketing on the Czech and Slovak markets, compare it with global markets and predict main trends. In particular, the final report focusses on the position of influencer marketing in the communication mix and the main parameters of online marketing campaigns based on the research. Further statistical analysis confirmed the fact that the Czech Republic has caught up with the rest of Europe and the world in the area of influencer marketing and the issue of the customer way, customer insights and the impact of this trend on campaigns is significant to reach their target market through different types of communication.
Czech name
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Czech description
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Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
ISCOBEMM 2019: Proceedings of International Scientific Conference of Business Economics Management and Marketing
ISBN
978-80-210-9565-6
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
57-65
Publisher name
Masarykova univerzita
Place of publication
Brno
Event location
Prušánky - Nechory
Event date
Jun 5, 2019
Type of event by nationality
CST - Celostátní akce
UT code for WoS article
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