Intellectual Influencer as a New Ambassador in Digital Marketing Communication




advertsing, public relations, marketing communications, digital marketing, influencer marketing


This conceptual paper focuses on intellectual influencer concept to offer a differentiation tool for influencer marketing activities. First, influencer marketing is explained from the traditional point of view. Secondly, the historical development process of the public intellectual concept which was formerly a subject of non-marketing disciplines such as journalism, sociology, and philosophy is discussed. Subsequently, the relationship between these two concepts together with influencer marketing and related marketing communication activities are evaluated. Finally, marketing-related areas where intellectual influencers can produce content are elaborated. This study could open a fresh field in academic research by bringing a new dimension to influencer marketing. Also, it can offer a noteworthy alternative for businesses in terms of differentiation, attracting attention and reaching target markets.


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How to Cite

Gürşen, A. E. (2023). Intellectual Influencer as a New Ambassador in Digital Marketing Communication. Central European Journal of Communication, 15(3(32), 464-482.



Methods & Concepts