Efficient Communication through Influencer Marketing.

The aim of the article is to study the evolution in communication due to the rise of the influencer as a communicative mediator. It focuses on the fields of marketing communications, advertising, public relations and journalism. Companies have always aimed at attracting new customers while retaining the old. The new millennia has given businesses new digital channels so as to reach their target audience. Through the use of digital media new types of communication have arisen. The structure and tasks of the article are predetermined by its aim: definition and classification of influencers; characteristics of influencer marketing; analysis of its communicative aspects; opportunities how they offer companies to optimize their marketing communication. The article gives examples how influencers communicate with their audience through social networks. Various examples are analyzed on how influencer marketing presents opportunities for evolution in communication. [ABSTRACT FROM AUTHOR]