Back to Search
Start Over
COMMUNICATION, DIGITAL MARKETING AND HEALTH The Image of the Influencer with a Social-Health Purpose.
- Source :
-
Visual Review . 2024, Vol. 16 Issue 2, p217-227. 11p. - Publication Year :
- 2024
-
Abstract
- The increasing use of digital formats in the Spanish advertising landscape has brought about a significant change in marketing practices, leading to a growing demand for influencers as key components of brand strategies. The objectives are twofold: firstly, to highlight the importance of these influencer profiles and, secondly, to identify their impact on the operational framework of agencies, from marketing plans to strategic planning, creativity and media, thus assuming a key structural role. The methodology used combines both qualitative and quantitative approaches, including in-depth interviews, a survey and the Delphi method. The findings underline the paramount importance of these social profiles for society, end-users and communication and marketing agencies. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 26959631
- Volume :
- 16
- Issue :
- 2
- Database :
- Academic Search Index
- Journal :
- Visual Review
- Publication Type :
- Academic Journal
- Accession number :
- 176916741
- Full Text :
- https://doi.org/10.62161/revvisual.v16.5229