Stimuli for the Use of Digital Influencers in the Culture Sector: An Analysis of the Portuguese Context

View Sample PDF

Author(s): Nádia Patrícia Pinheiro Custódio (Technology and Management School of Oliveira do Hospital, Polytechnic Institute of Coimbra, Portugal)and Nayra Leandro Miguel Martins (Technology and Management School of Oliveira do Hospital, Polytechnic Institute of Coimbra, Portugal & NECE-Research Center in Business Sciences, University of Beira Interior, Portugal)
Copyright: 2024
Pages: 25
Source title: Using Influencer Marketing as a Digital Business Strategy
Source Author(s)/Editor(s): Sandrina Teixeira (ISCAP, Polytechnic Institute of Porto, Portugal), Sara Teixeira (Polytechnic Institute of Porto), Zaila Oliveira (Unichristus, Brazil & Unifametro, Brazil)and Elnivan Souza (Christus University Center, Brazil)
DOI: 10.4018/979-8-3693-0551-5.ch009

Keywords: Business Science Reference / Marketing / Media & Communications / Social Networking

Purchase

View Stimuli for the Use of Digital Influencers in the Culture Sector: An Analysis of the Portuguese Context on the publisher's website for pricing and purchasing information.

Abstract

This chapter provides an overview of the current status of the cultural sector in Portugal and demonstrates how digital influencers can help this sector. It emphasizes the importance and potential of influencer marketing for companies in the cultural sector to reach and engage their target audience. The chapter provides an extensive literature review on the status quo of cultural marketing, relationship marketing, the cultural sector, the internet in the cultural sector, and digital influencers in the cultural sector. Finally, it highlights emerging trends and future prospects for influencer marketing in this sector.

The IRMA Community

Research IRM

Stimuli for the Use of Digital Influencers in the Culture Sector: An Analysis of the Portuguese Context

Purchase

Abstract

Related Content

IRMA Sponsors