The millennial generation is defined as anyone born between 1981 and 1996, which means anyone between the ages of 24 and 39 in 2020. This age range, like other generational cohorts, is chosen for statistical analysis of certain trends rather than being a strict identifier.
Published in Chapter:
Stimuli for the Use of Digital Influencers in the Culture Sector: An Analysis of the Portuguese Context
Nádia Patrícia Pinheiro Custódio (Technology and Management School of Oliveira do Hospital, Polytechnic Institute of Coimbra, Portugal) and Nayra Leandro Miguel Martins (Technology and Management School of Oliveira do Hospital, Polytechnic Institute of Coimbra, Portugal & NECE-Research Center in Business Sciences, University of Beira Interior, Portugal)
Copyright: © 2024
|Pages: 25
DOI: 10.4018/979-8-3693-0551-5.ch009
Abstract
This chapter provides an overview of the current status of the cultural sector in Portugal and demonstrates how digital influencers can help this sector. It emphasizes the importance and potential of influencer marketing for companies in the cultural sector to reach and engage their target audience. The chapter provides an extensive literature review on the status quo of cultural marketing, relationship marketing, the cultural sector, the internet in the cultural sector, and digital influencers in the cultural sector. Finally, it highlights emerging trends and future prospects for influencer marketing in this sector.