Social Media Influencer Marketing in Context of Event Marketing Strategy
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F68407700%3A21630%2F18%3A00329185" target="_blank" >RIV/68407700:21630/18:00329185 - isvavai.cz</a>
Result on the web
—
DOI - Digital Object Identifier
—
Alternative languages
Result language
angličtina
Original language name
Social Media Influencer Marketing in Context of Event Marketing Strategy
Original language description
The popularity of the influencer marketing has grown significantly and many companies are still unsure how to use the influence of social media celebrities to create effective marketing campaigns and how to improve brand awareness via social media. This article proposes and explores the social media influencer marketing in order to develop an understanding as to how content brand stratégy through event. marketing campaign can be integrated within existing brand and product marketing strategy. The article examines the event marketing tools, formats and how marketers integrate it into marketing strategies. Additionally, the article provides new types of social insights, as well as measuring their effectiveness in a specific event marketing campaign. In particular, the final report focusses on measuring and mapping influencers´ impact, to identify dominant techniques based on the specific event marketing campaigns. It was found that the impact of social media and influencer marketing in context of brand strategy is significant. The findings indicate that the primary objectives of influencer marketing are driving the brand awareness and reaching new audiences.
Czech name
—
Czech description
—
Classification
Type
D - Article in proceedings
CEP classification
—
OECD FORD branch
50204 - Business and management
Result continuities
Project
—
Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
International Scientific Conference of Business Economics, Management and Marketing 2018
ISBN
978-80-210-8714-9
ISSN
—
e-ISSN
—
Number of pages
6
Pages from-to
115-120
Publisher name
Masarykova univerzita
Place of publication
Brno
Event location
Prušánky-Nechory
Event date
Sep 6, 2018
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000495441500015