The word “influencer” is used to describe natural persons who, due to their widespread popularity, their media presence and the trust placed in them, can exert an influence on the opinions and behaviour of a large number of people.

The word “influencer” is used especially in connection with people who have gained their fame through a high presence in online media. If their popularity is mainly based on their presence in social networks, the more precise term “social media influencer” is nowadays used. In addition to awareness, presence and trustworthiness, the term “social media influencers” also refers to the networking with a large number of people.

In the course of digitization, the importance of “influencers” has increased considerably. They are attributed the potential for influencing public opinion formation. In marketing and public relations, influencers are used as part of the marketing mix to achieve communication goals.