THE EVOLUTION OF SOCIAL MEDIAINFLUENCER CULTURE AND ITSIMPACT ON TRADITIONAL MEDIA:LITERATURE REVIEW

Abstract

The rapid growth of social media has led (among other trends), to the development of influencer culture, which had a profound impact on traditional media. This literature review examines the evolution of influencer culture and its effects on media dynamics and focuses on the decline of traditional media as well as the opportunities and challenges which are posed by influencer communication. Looking into range of different studies, it identifies main characteristics of influencers and what is the role of social media during their development and rise. It also looks into the implications for media professionals and researchers. The review highlights the strategic use of influencers in various