{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,7]],"date-time":"2026-02-07T00:28:36Z","timestamp":1770424116481,"version":"3.49.0"},"reference-count":0,"publisher":"Universitatea Transilvania Brasov","license":[{"start":{"date-parts":[[2025,7,3]],"date-time":"2025-07-03T00:00:00Z","timestamp":1751500800000},"content-version":"unspecified","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["SSL"],"abstract":"<jats:p>The rapid evolution of digital technology and social media has transformed traditional advertising into a dynamic, interactive, and influencer-driven industry. Through a qualitative content analysis of three popular beauty YouTubers\u2014Zoella, Tanya Burr, and SprinkleofGlitter\u2014this research examines how influencers use persuasive communication strategies to build personal brands and engage audiences. This research highlights how useful this type of marketing is while also raising awareness regarding the manipulation that is taking place.<\/jats:p>","DOI":"10.31926\/but.ssl.2025.18.67.1.20","type":"journal-article","created":{"date-parts":[[2025,7,3]],"date-time":"2025-07-03T19:16:25Z","timestamp":1751570185000},"page":"185-192","source":"Crossref","is-referenced-by-count":2,"title":["The Shift from Traditional to Online Advertising. Influencers\u2019 Role in Advertising"],"prefix":"10.31926","author":[{"given":"C.I.","family":"Tarba","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"V.","family":"Batranu-Pintea","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"C.","family":"Coman","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"17219","published-online":{"date-parts":[[2025,7,3]]},"container-title":["Bulletin of the Transilvania University of Bra\u015fov. Series VII: Social Sciences \u2022 Law"],"original-title":[],"link":[{"URL":"https:\/\/webbut.unitbv.ro\/index.php\/Series_VII\/article\/download\/10521\/6524","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/webbut.unitbv.ro\/index.php\/Series_VII\/article\/download\/10521\/6524","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,3]],"date-time":"2025-07-03T19:16:25Z","timestamp":1751570185000},"score":1,"resource":{"primary":{"URL":"https:\/\/webbut.unitbv.ro\/index.php\/Series_VII\/article\/view\/10521"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,7,3]]},"references-count":0,"URL":"https:\/\/doi.org\/10.31926\/but.ssl.2025.18.67.1.20","relation":{},"ISSN":["2066-771X","2066-7701"],"issn-type":[{"value":"2066-771X","type":"electronic"},{"value":"2066-7701","type":"print"}],"subject":[],"published":{"date-parts":[[2025,7,3]]}}}