The advertising field is at the confluence of creativity and technology. Advertising is rapidly taking over digital platforms and incorporating new communication and information technologies. A recent evolution in this field is represented by the shift from endorsement and endorsers to influencers. Little has been written about influencers, at least in the Romanian context, although the advertising industry quickly turned to these new opinion leaders. The book coordinated by Delia Balaban and Julia Szambolics (professors and researchers at Babeș-Bolyai University in Cluj-Napoca) and published in 2021 by Tritonic Publishing House in Bucharest, under the title Social media influencers and their advertising role, is proof of a pioneering effort, through which the field of influencers is mapped.
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