Social media influencers: new perceptions of the advertising industry in the digital environment

Abstract

The development of advertising, its multiple uses, and the diversity of its means, led to the development of the view on this important aspect of human activity, the recipient has become subject to great advertising pressure, this situation has also created resistance to advertisements, and a rejection of their contents.

Thus, advertisers found themselves faced with the inevitability of finding alternative ways to present their advertisements that would be able to reduce resistance, while maintaining the basic principles that govern the process of choosing the means. They found in the advantages offered by social networks through influencers a distinct marketing opportunity, which radically changed the form and practices of advertising in the digital environment. This is what will be covered in this scientific paper