engleski

Students' Attitudes About Influencers and Influencer Marketing on Social Media

The influence of the Internet and new media is nowadays increasingly prominent in the business world. Social media networks have become the most popular global communication phenomenon. Companies have recognized social media networks as useful tools in business since different marketing activities can take place on them. To implement a large part of marketing activities in the online environment, companies use influencer marketing. Through the relationship with their audience, influencers can shape their behaviour and opinion. By communicating through social networks, they can influence their followers' decision-making about buying certain products. This paper aimed to determine whether influencers on social networks are the leaders of marketing activities. The paper examines the students' perception of influencers and influencer marketing on social networks concerning gender, age, level of study and type of study, in a sample of 142 students from University North in Croatia during the period May to July 2022. The obtained results show that only the variable level of study influences the formation of attitudes about influencers and influencer marketing.

influencer ; influencer marketing ; social media ; student attitude

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