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Theoretical and Applied Economics
No. 1 / 2024 (638), Spring

Redefining wine brand engagement through influencer marketing and ephemeral content

Anca-Alexandra DUCMAN
Bucharest University of Economic Studies, Romania

Abstract. This paper investigates the evolving topic of influencer marketing and the integration of ephemeral content for contemporary brand building. As user-generated endorsements gain prominence over traditional advertising channels, understanding consumer behaviors and motivations behind online peer influence becomes imperative. Based on a rigorous integrative literature review, this study synthesizes academic findings on engagement driven by social media influencers and limited content. A conceptual framework identifies strategic advantages and persisting knowledge gaps, while mapping a spectrum of micro to mega online influencers. Evaluating peer-reviewed insights interwoven across marketing, communications, and psychology uncovers both opportunities and limitations for marketing practitioners seeking to navigate this new paradigm. The pursuit of visibility, authenticity, and conversion balance remains more art than science, but measured collaborations with creative online advocates can anchor brand equity amidst digital word-of-mouth.

Keywords: influencer marketing, social media influencers, ephemeral content, digital marketing, user-generated content.

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The Economicity. The Epistemic Landscape, Marin Dinu, 2016


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