استراتيجية التسويق التأثيري : بين ثنائية المؤثر و المنتج : قراءة في المفاهيم و المقاربات الحديثة

الملخص EN

This research paper deals with the problem of influencer marketing strategy between the influencer and product duality and the reliance on digital influencers as a modern communication method for the purpose of marketing the image of the organization and promoting services, products and information.

Moreover, it seeks to identify the most prominent means used in marketing influencing through social networking sites, this activity that changed the concepts of marketing through social media.

Indeed, the internet has greatly tilted the balance in favor of the influencer marketing style at the expense of the traditional styles of marketing.

This paper aims to revel the phenomenon of influencers in social media, analyze it and shed light of the electronic environment and its viral features that it provides to individuals, including influencers of content makers in social media: as well as identifying the limits and areas of influence they have, and the repercussions resulted as regard media and social impact