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2022 | 15 | 3(32) | 464-482

Article title

Intellectual Influencer as a New Ambassador in Digital Marketing Communication

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Abstracts

EN
This conceptual paper focuses on intellectual influencer concept to offer a differentiation tool for influencer marketing activities. First, influencer marketing is explained from the traditional point of view. Secondly, the historical development process of the public intellectual concept which was formerly a subject of non-marketing disciplines such as journalism, sociology, and philosophy is discussed. Subsequently, the relationship between these two concepts together with influencer marketing and related marketing communication activities are evaluated. Finally, marketing-related areas where intellectual influencers can produce content are elaborated. This study could open a fresh field in academic research by bringing a new dimension to influencer marketing. Also, it can offer a noteworthy alternative for businesses in terms of differentiation, attracting attention and reaching target markets.

Year

Volume

15

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464-482

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Dates

published
2022

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References

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Publication order reference

Identifiers

Biblioteka Nauki
2176107

YADDA identifier

bwmeta1.element.ojs-doi-10_51480_1899-5101_15_3_32__7
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