Communication Paradox: Brands as people and people as brands.

Abstract

 We live in a time when more and more brands want to appear human and people want to become as strong as brands. The growing social media movement has been allowing to change the course of interactions between internet users. Ordinary people have started to acquire communication skills similar to those of brands, the so-called digital influencers. They have become not only interesting users to collaborate with, but brands themselves or human brands. Consequently, with the emergence of influencers new brand communication strategies, such as influencer marketing, have also arisen.In this article, we address, which brand communication strategies influencers have brought to the fore and what their influence is in the business world.