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Article

Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development

Faculty of Economics and Management, Opole University of Technology, 45-036 Opole, Poland
Sustainability 2020, 12(17), 7138; https://doi.org/10.3390/su12177138
Received: 18 June 2020 / Revised: 24 August 2020 / Accepted: 26 August 2020 / Published: 1 September 2020
(This article belongs to the Special Issue Social and New Technology Challenges of Sustainable Business)
Along with the increasingly high level of digital media consumption, organizations’ expenditure on online promotional activities is constantly and dynamically growing. At the same time, together with the growing expenditures on digital promotion, it can be clearly seen that the effectiveness of activities carried out in the electronic space in its current form is decreasing. Therefore, in the new market situation, when the promotion of products and services has never been so difficult, organizations have started to look for other methods of influencing consumers. One of the most important trends is the use of the influencer marketing concept. In this context, the aim of this article is to analyze the role, place and significance of digital influencers in the overall functioning of the online promotional system, and the impact of the influencer marketing concept on its sustainable development. In order to implement it, a literature analysis was carried out on the origins of this phenomenon, and its scale, causes and impact on the functioning of the digital promotion system. After the completion of this stage of the research, a questionnaire survey was conducted on a group of individual Internet users in order to obtain primary data. The results of the research indicate that there is a great potential for activities involving digital influencers. This potential relates primarily to the effective transmission of information about a product or service, the impact on increased brand awareness, and the impact on the sales level of products and services offered by companies. The study also identified the most important threats that may affect the future development of the concept of influencer marketing. View Full-Text
Keywords: influencer marketing; digital promotional activities; advertising media mix; electronic space; Generation Z influencer marketing; digital promotional activities; advertising media mix; electronic space; Generation Z
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MDPI and ACS Style

Wielki, J. Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development. Sustainability 2020, 12, 7138. https://doi.org/10.3390/su12177138

AMA Style

Wielki J. Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development. Sustainability. 2020; 12(17):7138. https://doi.org/10.3390/su12177138

Chicago/Turabian Style

Wielki, Janusz. 2020. "Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development" Sustainability 12, no. 17: 7138. https://doi.org/10.3390/su12177138

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