The Shift from Traditional to Online Advertising. Influencers’ Role in Advertising

Authors

  • C.I. Tarba Transilvania University of Brasov, Romania
  • V. Batranu-Pintea Transilvania University of Brasov, Romania
  • C. Coman Transilvania University of Brasov, Romania

DOI:

https://doi.org/10.31926/but.ssl.2025.18.67.1.20

Keywords:

advertising, beauty vloggers, influencer branding, consumer engagement, brand-influencer collaboration

Abstract

The rapid evolution of digital technology and social media has transformed traditional advertising into a dynamic, interactive, and influencer-driven industry. Through a qualitative content analysis of three popular beauty YouTubers—Zoella, Tanya Burr, and SprinkleofGlitter—this research examines how influencers use persuasive communication strategies to build personal brands and engage audiences. This research highlights how useful this type of marketing is while also raising awareness regarding the manipulation that is taking place.

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Published

2025-07-03

Issue

Vol. 18(67) No. 1 (2025)

Section

COMMUNICATION AND PUBLIC RELATIONS

License

Copyright (c) 2025 Bulletin of the Transilvania University of Braşov. Series VII: Social Sciences • Law

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.