Digital Influence and Advertising: theoretical-practical foundations of an instrumental hybridism

Abstract

In search of theoretical-practical foundations that guide the interaction between digital influencers and advertisses, this papear tries to punctuate the hybrid boundaries in this work of publicização. Entitled, in a context of dispersion of attention and multiplicity of media, to be intermediaries in the ordinaryness of their act of publishing, these figures allow the so-called influence marketing to be sometimes referred to as advertising, sometimes as public relations, sometimes as word of mouth, or even just as a publisher. A variability that allows detachment from discipline but Itú continues to maintain, in any case, the intentional parameters of persuasion to consumption, which allows its full integration as a functional agent of the media-advertising chain.