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Successful brands have long recognized the importance of giving ad campaigns a face. Though seemingly new, the trend to use influential figures in marketing stems from a storied past of using ...
Personal branding is a strategic process aimed at creating, positioning, and maintaining a positive public perception of oneself by leveraging unique individual characteristics and presenting a differentiated narrative to a target audience. [1]
Chiara Ferragni is a fashion influencer and blogger known for her sponsored fashion posts.. Influencer marketing (also known as influence marketing) is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field. [1]
Advertising revenue as a percent of US GDP shows a rise in digital advertising since 1995 at the expense of print media. [1]Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services.
Marketing strategy refers to efforts undertaken by an organization to increase its sales and achieve competitive advantage. [1] In other words, it is the method of advertising a company's products to the public through an established plan through the meticulous planning and organization of ideas, data, and information.
Self-brand connection is the degree to which a brand has become an important aspect of one's self-identity. In other words, this brand accurately represents their self-concept. [ 114 ] Over the years, researchers argue that self-brand connection is the most important of all the CBR constructs.
Italian blogger Chiara Ferragni was named Top Fashion Influencer by American magazine Forbes in 2017. A fashion influencer is a personality that has a large number of followers on social media, [1] creates mainly fashion content and has the power to influence the opinion and purchase behavior of others with their recommendations. [2]
An influencers role under a brand sponsorship is to send messages to their target audiences through posts to amplify the credibility of a product or brand. A social media post by an opinion leader can have a much greater impact (via the forwarding of the post or "liking" of the post) than a social media post by a regular user.