Influence amplified: leveraging the power of influencer marketing in the digital age

• Author(s): Zekan, Senka Borovac ; Fernandes, Paula Odete ; Borowska-Pietrzak, A. ; Biličić, Slavica Galić
• Date: 2024
• Persistent ID: http://hdl.handle.net/10198/29603
• Origin: Biblioteca Digital do IPB
• Document Type: Book part
• Language: English
• Contributor(s): Biblioteca Digital do IPB

Description

This chapter will unravel the intricacies of influencer marketing, from its origins to its contemporary significance. Through a meticulously crafted case study, the readers will get the practical implementation of influencer marketing, illustrating how a retail clothing brand leveraged the influence of digital personalities to amplify its reach and resonance. The case study explores the use of influencers and event promotion through social media platforms like Facebook and Instagram. The study delves into who influencers are, why and how much people trust them, and how they promote products and services. Using the example of announcing the opening of the Reserved store in Zadar, Croatia, the study analyses the influence of the online campaigns #ReservedforZadar and #Reservedforme on customers to visit and purchasing products from the Reserved store. An interview was conducted with the main organiser, who also holds the CEO position within the prominent LPP Group.