Margarita Išoraitė


Influencer is one of the modern means of communication. Sometimes people are called opinion formers, others are opinion leaders, and third - just influencer. Collaboration with these people is an integral part of public relations and an effective brand awareness tool. Consumers are beginning to recognize one-off advertising and are becoming less and less impressive. Long-term relationships with the brand in social networks are becoming an integral and organic part of its communication. While consumers are aware that a leader of opinion gets rewarded, such advertising does not irritate them, they believe that this person uses the goods or services of the brand constantly in fact.


influencer, influencer marketing, influencer marketing advantages and disadvantages


Aleksandravičė, L. (2017). Kaip atpažinti influencerį?

Aleksandravičė, L. (2018). 7 Influencerių marketingo tendencijos 2018 metams.

Aleksandravičė, L. (2018). Kiek uždirba socialinių tinklų nuomonių lyderiai?

Biaudet, S. (2017). Influencer Marketing as a Marketing Tool. The process of creating an Influencer Marketing Campaign on Instagram

Bruns, I. (2018). ‘Perceived Authenticity’ and ‘Trust’ in Social Media driven Influencer Marketing and their influence on intentions-to-buy of 18-24-year-olds in Ireland. Dissertation.

Freberga,K., Grahamb,K., McGaugheyc, K., Freberg, L., A. (2010). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, doi:10.1016/j.pubrev.2010.11.001.

Černikovaitė, M. (2018). Nuomonių lyderiai – auganti niša socialinių tinklų rinkodaroje. Lietuvos žinios.

Glucksman, M. (2017). The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, Vol. 8, No. 2.

Hallgrímsdóttir, J., Y. (2018). Advertising on social media Consumer’s attitude and behaviour towards social media advertising. MSc in Marketing.

Lim, X., L., Radzol, A., R., M., Jun-Hwa Cheah (Jacky), Wong, M., W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research. Volume 7, Issue 2, p.p.19-36.

Nandagiri, V., Philip, L. (2018). Impact of influencers from instagram and youtube on their followers. International Journal of Multidisciplinary Research and Modern Education (IJMRME). Volume 4, Issue 1, p.p.61-65.

Poulopoulos, V., Vassilakis, C., Antoniou , A., Lepouras, G., Theodoropoulos, A., Wallace, M. (2018). The Personality of the Influencers, the Characteristics of Qualitative Discussions and Their Analysis for Recommendations to Cultural Institutions. Heritage 2018, 1, 239–253; doi:10.3390/heritage1020016

Rebelo, M., (2017). How influencers` credibility on instagram is perceived by consumers and its impact on purchase intention. Dissertation.

Snijders, R., Helms, R. (2014). Analyzing social influence through social media, a structured literature review. Published in the Proceedings of the 7th IADIS International Conference on Information Systems 2014, 28 February – 2 March, Madrid, Spain.

Szczurski, M.,M. (2018). Social media influencer- A Lifestyle or a profession of the XXIst century?

Westenberg, W. (2016). The influence of YouTubers on teenagers. University of Twente. kaip-isgarseti


Full Text: PDF

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.