Social Media Influencer Marketing in Context of Event Marketing Strategy

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Social Media Influencer Marketing in Context of Event Marketing Strategy

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Social Media Influencer Marketing in Context of Event Marketing Strategy

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

International Scientific Conference of Business Economics, Management and Marketing 2018

ISBN

978-80-210-8714-9

ISSN

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e-ISSN

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Počet stran výsledku

6

Strana od-do

115-120

Název nakladatele

Masarykova univerzita

Místo vydání

Brno

Místo konání akce

Prušánky-Nechory

Datum konání akce

6. 9. 2018

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000495441500015