Influencer Marketing

Abstract

Social media started as a group of platforms where the main goal was to socialize, post pictures, and videos, and update your current thoughts, feelings, and location. Over time, social media platforms have begun to expand the type of activities they offer. Thus, social media has become a new alternative for marketing activities provided by various companies. One of the latest online marketing techniques is called Influencer Marketing. This article presents the analysis of several specialized articles, as well as the results of research conducted in this field. It further highlights the current state of knowledge about influencer marketing, the role of influencers in social media, as well as possibilities for future research studies.