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The Undefined Nature of The Influencers’ Profession In Croatia

Astrid Mušura Kaučić
In medias res komunikacije” d.o.o., Croatia

Ljubica Bakić-Tomić
Alma Mater Europaea-ECM

We live in the digital age where the changes in lifestyle and, inherently ways of communication, are swift. Social media development gave way to utter change of the manner in which people communicate. New generations provide new ideas and thus some of the youngsters, thanks to digital platforms at their disposal, commenced posting their every-day-life moments. Depending on the appeal of their stories, videos, and ways of addressing the public, they gained followers. And so came into existence – the influencers, people who, depending on their creativity, honesty, and appeal, acquired influence over their followers. The greater the number of followers the greater the influence. Therefore, those with powerful influence over their audience – followers, stirred the interest of companies which, via the influencers’ stories, desired to present their brands. The influencers saw this fact as a lucrative opportunity to turn their fun into a business often rewarded with high profits. To better comprehend which profession they belong to, according to the attitudes and reflections of the influencers in the Republic of Croatia, how they see themselves in this line of work, we shall use the anonymous interview method. We expect the research to result in contributing to defining their profession which will have dual significance: professional-scientific definition and work and competence structuring of the latest influencer profession. This represents a new communication profession, and the legal regulation thereof in the Republic of Croatia.



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