Influencer marketing as a modern form of advertising
DOI:
https://doi.org/10.32015/JIBM.2025.17.2.10Keywords:
influencers, digital advertising, social media, consumers, trustAbstract
Today we live in a time of rapid change and modern technology. Smartphones, computers, and internet access have become part of our everyday lives, influencing the way companies advertise and sell their products. With the development of the internet and social media, new forms of advertising have emerged. One of them is influencer marketing. This means that companies collaborate with people who have many followers online and present their products or services through them. An influencer shows a product in their own way – based on personal experience – which feels more authentic and convincing, so people tend to trust them more. In recent years, influencer marketing has grown significantly, as it allows companies to connect with their target audience in a modern and more genuine way. This article presents how influencer marketing works, what its advantages and disadvantages are, and why this form of advertising has become so popular in the digital world.
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