Keyword – influencer

Máté, Gorka-Focht:

From Movie Stars to Influencers

Film marketing emerged when cinema was born and came to play an ever increasing role as film produc- tion turned into a large-scale industry. The willingness of the studio system to take financial risks and its high revenue expectations gave rise to star culture, with the rising stars serving as long-standing guaran- tees of success. In the contemporary context, experience-centred approaches have become increasingly prominent, often preceding the actual act of viewing. The content overload generated by streaming plat- forms imposed new challenges on film marketing, which must strive to distinguish films in an oversatu- rated market. As a result, the strategic design of audience experience has become a central component of both pre-release and post-release film communication. In this framework, particular emphasis is placed on the transition from inaccessible and passive stars into actively engaged influencers who, through their contributions via social media, have become key elements of audience engagement and film promotion.

Keywords: audience experience, film communication, film marketing, influencer, star culture

Rita, Szabó-Gödri – Gergely, Gosztonyi:

Influencers at the intersection of law and ethics

This paper examines the legal frameworks regulating influencers both in Hungary and internationally. With the rise of social media and influencer marketing, the legal and ethical aspects of influencers’ activities have become increasingly important. While there is no unified legislation specifically governing influencers in Hungary, the Hungarian Competition Authority and other regulatory agencies have issued multiple guidelines to ensure transparency in advertising practices. This study compares Hungarian regulatory approaches with practices in other European countries. Its findings suggest that the role of influencers continues to expand, necessitating the dynamic development of legal frameworks and the refinement of regulations to enhance transparency and consumer protection.

Keywords: AVMS, DSA, Hungarian Competition Authority, influencer, National Media and Infocommunications Authority, regulation, opinion leader, social media