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New Media and Advertising: The Role of Influencers in the Process of Interactivity in Advertising
Abstract
This study describes the new advertising trend through “influencers,” one of the recently developed advertising applications. It can be said that “apply and buy” is the basic rhetoric of the new trend. This study is theoretically based on the concept of “interactivity.” In order to achieve this interactivity, influencers can be shown as an important advertising trend in the new media. In this study, how the concept of influencers has become the main actor of advertising in new media is discussed. How much and how the product is introduced by influencers, consumer responses, comments, and questions will allow an evaluation of this process. Discourse analysis method will be used in this evaluation. The data obtained will make an assessment of the role of influencers possible in the process of interactivity in advertising.
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