Lately, social media influencers have been frequently discussed in the press or on television. They are often accused that their success is not based on genuine expertise, that they enjoy the free products they promote. Moreover, the idea of ​​their participation in the vaccination campaign against COVID-19 has been discussed recently.

Within the Doctoral School of Communication, Public Relations and Advertising at the Faculty of Political, Administrative and Communication Sciences at the “Babeș-Bolyai” University of Cluj-Napoca, is studied the social media phenomenon of influencers from an advertising perspective, conducting a series of studies that have been presented or have been accepted to be presented at prestigious scientific conferences, such as the annual conferences of the American Academy of Advertising and the annual conference (2021) of the International Communications Association.

The discussion seeks to clarify certain aspects related to the phenomenon mentioned above, trying to answer questions such as: what are these social media influencers, what is their advertising role and about the problems identified in this area on the Romanian advertising market.

The article can be acceded at the following link: https://www.revistasinteza.ro/social-media-influencerii-si-rolul-in-publicitate-ce-s-a-schimbat-odata-cu-munca-de-acasa