Theoretical and Applied Economics
No. 1 / 2024 (638), Spring
Redefining wine brand engagement through influencer marketing and ephemeral content
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.
Contents
The unemployment rate and the future of the employment market in Romania The impact of inflation A study on the Romanian post-pandemic economy dominated by uncertainty
The importance of resource efficiency indicators in assessing eco-innovation in the European Union countries
Day-of-the-week and weekend effects on stock market returns: an investigation through review of literature
Redefining wine brand engagement through influencer marketing and ephemeral content
The analysis of the effects of income inequalities on the at-risk-of-poverty rate in the European Union
Financial anxiety and inflation: a burden for informal workers
India’s global trade potential. A panel gravity model approach
Drifting away from market efficiency: the presence of the January effect in the U.S. stock market
Marketing ethics – another business-oriented scheme?
Financial effect of remittances
Twitter sentiments and stock indices returns with reference to nifty energy indices of India
Brazilian soybeans: quo vadis?
ESG risk rating disagreement: implications on portfolio performance
The economic efficiency of waste management policies
Microfinance and poverty reduction: an empirical evidence from SAARC nations
Nexus between political federalism, social diversity and human development in India
Shaping the digital labor market in the European Union
Two decades of research on affiliate marketing: a systematic literature review
Impact of final consumption, domestic investment, exports, and imports on economic growth in Albania
Resurgence of informal economy in the US amidst of automation
Ownership type and technical efficiency of banks in Côte d’Ivoire: parametric and non-parametric evidence
Evaluation of the event study in the case of mergers and acquisitions
Impact of the Covid-19 Pandemic on FDIs in Romania: a comparative analysis
Analysis of the evolution of the net investments and constructions carried out in Romania at the end of 2023