“Key Influencer” is a term with which natural persons are denominated, who can exert a considerable influence on the opinions and behaviour of a large number of people due to their great public prominence, their persistent media presence and the trust placed in them.

“Key influencers” occupy a key position in the social structure, which results in a particularly high potential for influencing, which far exceeds the usual “influencer”. In the case of social media influencers, this key position results primarily from their particularly strong interconnectedness with a large number of followers and their outstanding media presence.