romanian english

Aura-Elena Amironesei: Legal Silhouettes in Influencer Marketing

DOI: http://doi.org/10.47743/jss-2022-68-3-8

Abstract: Influencer marketing has recently become the best marketing strategy, widely embraced, from local professionals to multinational companies advertising and building brand awareness online. At the heart of influencer marketing is the influencer, an entity whose definition is composed of a grid of criteria it must meet rather than an immutable description. However, in this grid of criteria, no condition has crystallised as to the legal form of the influencer: could it be a natural person or must it be a legal person, is it of a liberal nature or could it be an employee? Besides this main actor, an entire influencer marketing industry has emerged, involving the participation of secondary characters. The heterogeneity of influencer marketing business models gives rise to legitimate questions such as: what types of legal entities, silhouettes shaped by fictions of law, can be found or even should exist, and what are the premises of the contractual relationships between them?

Keywords: influencer marketing, legal person, employment relationship, freelancer, online platforms

References

Abidin C., Hansen K., Hogsnes M., Newlands G., Nielsen M., Nielsen L.Y., Sihvonen T., „A Review of Formal and Informal Regulations in the Nordic Influencer Industry”, în Nordic Journal of Media Studies, 2(1), 2020, pp. 71-83, DOI: https://doi.org/10.2478/njms‑2020‑0007

Amironesei A.‑E., „Influencers: The Path From Consumers To Professionals”, în S. de Carvalho, A. Petričević (editors), Building an Adapted Business Law, ADJURIS – International Academic Publisher, Bucharest, Paris, Calgary, 2022

ANAF,„ Broşura privind tratamentul fiscal al veniturilor obţinute de persoanele fizice din postări realizate pe diferite reţele de socializare” [On-line]

Balaban D., Mustăţea M., „Users’ Perspective on the Credibility of Social Media Influencers in Romania and Germany”, în Romanian Journal Of Communication And Public Relations, 21(1), 2019, pp. 31 – 46, DOI: https://doi.org/10.21018/rjcpr.2019.1.269

De Brito Silva M. J., Alencar de Farias S., Grigg M. K., De Lourdes de Azevedo Barbosa M., „Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram”, în Journal of Relationship Marketing, 20 September 2019, pp. 133 – 163, DOI: https://doi.org/10.1080/15332667.2019.1664872

Duffy B. E., „Social Media Influencers”, în International Encyclopedia of Gender, Media, and Communication, 2020, DOI: https://doi.org/10.1002/9781119429128.iegmc219

European Commission, „Guidance on the interpretation and application of Directive 2005/29/EC of the European Parliament and of the Council concerning unfair business‑to‑consumer commercial practices in the internal” [On-line]

European Parliament,  „The impact of influencers on advertising and consumer protection in the Single Market”, PE 703.350, February 2022, DOI: https://doi.org/10.2861/854390

Freberg K., Graham K., McGauhney K., Freberg L. A., „Who are the social media influencers? A study of public perceptions of personality”,  în Public Relations Review vol. 37, Issue 1/2021,pp. 90‑92. DOI: https://doi.org/10.1016/j.pubrev.2010.11.001

Goanta C., Ranchordas S., „The Regulation of Social Media Influencers: An Introduction”, în University of Groningen Faculty of Law Research Paper Series No. 41/2019

Goldman E., „Sample Co‑Branding Agreements” LLP, Palo Alto, CA [On-line]

Heine V.,  „Exploring Social Media Influencers’ Career Construction: An Inductive Inquiry”, HEC‑Ecole de gestion de l'Université de Liège, 2020

Hudders L, Lou C., „A new era of influencer marketing: Lessons from Recent Inquires and Thoughts on Future Direction”, în International Journal of Advertising, 41:1, 2022, pp. 1‑28, DOI: https://doi.org/10.1080/02650487.2022.2031729

Hwang J., Oh S., Jang S., „Consumer Perceptions of Influencer Marketing: Application of Q Methodology and Implications for Business Communication”, în Business Communication Research and Practice, vol 4, nr. 2/2022, pp. 92 – 103,  DOI: https://doi.org/10.22682/bcrp.2021.4.2.92

HypeAuditor, „State of Influencer Marketing 2022. Trends and Performance metrics” [On-line]

Kadekova Z., Holienčinová M. H., „Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities”, în Communication Today, vol. 9, nr. 2/2018, pp. 90 – 105

Kay S., Mulcahy R., Parkinson J., „When less is more: the impact of macro and micro social media influencers’ disclosure”, în Journal of Marketing Management, vol. 36, nr. 2/2020,  pp. 1‑31, DOI: https://doi.org/10.1080/0267257X.2020.1718740

Lee Y., Tao W., „Employees as information influencers of organization’s CSR practices: The impacts of employee words on public perceptions of CSR”, în Public Relations Review 46(1):101887, March 2020,  DOI: https://doi.org/10.1016/j.pubrev.2020.101887

Morteo I., „To Clarify The Typification Of Influencers: A Review Of The Literature”, January 2018 [On-line]

Moussa H. E., „Social media influencers and the online identity of Egyptian youth”, TDX (Tesis Doctorals en Xarxa), Departament d'Estudis de Comunicació Universitat Rovira i Virgili., 06.07.2020, pp. 21‑78

Narassiguin A., Sargent S., „Data Science for Influencer Marketing: feature processing and quantitative analysis”, HAL Id: hal‑02120859, 2019.

Rincón E. G., „The Keys To The Co‑Branding Agreement As A Marketing Strategy”, Augusta Abogados, 12.02.2021

Schaffer N., „How businesses can and should become influencers themselves” ClickZ. Accelerate Digital Marketing, 24.05.2021

Trzaskowski J., „Identifying the Commercial Nature of ‘Influencer Marketing’ on the Internet”, în Scandinavian Studies in Law, Volume 65 (‘50 Years of Law and IT’), 2018, pp. 81 – 100

Ţiclea A., Dreptul Muncii. Curs universitar, Editura Hamangiu, Bucureşti, 2017

Ungureanu C. T., „Comercializarea influenţei. Reguli şi nereguli în influencer marketing”, în Revista Română de Drept al Afacerilor, nr. 1/2022

United States Department of Agriculture, Cooperative Marketing Agreements. Legal Aspects, ACS Research Report 106

Vodák J., Novysedlák M., Čakanová L., Pekár M., "Who is Influencer and How to Choose the Right One to Improve Brand Reputation?” în Managing Global Transitions: International Research Journal, nr. 17.2./2019

Waite A., „Jimmy Choo and UGG collaborate. Jimmy Choo and UGG Australia join the roll‑call of high‑street and designer collaborations”, în The Telegraph, 21.10.2010



Faculty of Law
.

B-dul Carol I nr. 11, cod 700506, IAŞI
Secretariat full-time learning:
+40 232 201058
+40 232 201158
Fax: +40 232 201858
Secretariat distance learning:
+40 232 201272
Fax: +40 232 201872


Copyright Faculty of Law, IAŞI , 2024
The server generated the answer in 0.0842 sec.
292087348