Influencers’ Engagement in a Brand Communication: Latvia and Cyprus Cases

Abstract Research purpose. Social networks have become an integral part of life, making social media one of the most significant advertising platforms, which, according to many experts and scientists, is one of the most effective brand communication techniques. According to Google’s data (Think with Google, 2018), before the purchase, shoppers like to address real people, which they think could be trusted. Branding with influencers is a new way of promoting products and services. It has also recently been a much sought research topic both in terms of studying the brand communication and the influencer phenomenon. This comparative study explores the involvement of influencers in brand communication. The aim of the research is to analyse the involvement of Latvian and Cypriot influencers in brand communication, its features in theoretical and practical aspects. Design/Methodology/Approach. The research methods used were content analysis of Latvian and Cypriot influencer accounts, comparative analysis, literature analysis and graphical method. Findings. Within the theoretical framework of the study, a review of literature has been carried out on influencers’ involvement in brand communication, with particular focus on research in Cyprus and Latvia, as well as influencer typologies, communication features and current aspects of the research. The practical part of the research explores the demographic portrait of the Cypriot and Latvian influencers, the most important features of brand communication, paying particular attention to the principles of choosing influencers’ social networking platforms and brand communication labels in their communication – hashtags (#Reklāma, #Ad, #Sadarbība, #Paidpartnership, #Apmaksātasadarbība), as well as tendencies and regularities in their use or non-use. Originality/Value/Practical implications. The results of the study can be used by brand communication researchers, as well as by marketing and public relations professionals, to identify the key features of communication of influencers, including in comparative terms, and to select optimal tactics for collaboration with influencers.