Pregled bibliografske jedinice broj: 1080835
Impact of Influencers to the Selection of Certain Products and Services
Impact of Influencers to the Selection of Certain Products and Services // Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (Online), 6(1) / Pejić Bach, Mirjana (ur.).
Zagreb: Udruga za promicanje inovacija I istraživanja u ekonomiji IRENET, 2020. str. 422-429 (ostalo, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 1080835 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Impact of Influencers to the Selection of Certain
Products and Services
Autori
Garbin Praničević, Daniela
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (Online), 6(1)
/ Pejić Bach, Mirjana - Zagreb : Udruga za promicanje inovacija I istraživanja u ekonomiji IRENET, 2020, 422-429
Skup
6th ENTerprise REsearch InNOVAtion Conference (ENTRENOVA 2020)
Mjesto i datum
Zagreb, Hrvatska; online, 10.09.2020. - 12.09.2020
Vrsta sudjelovanja
Ostalo
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
Influencers’ social networks, business models, tourism destination
Sažetak
Social networks such as Instagram, Facebook, YouTube, blog, and/or Twitter are already recognized as welcome starting points for influencers ready to start their business. "Influencer" refers to people with intensive activity on social networks, people with many followers but also candidates willing to pay for their influence and to promote some brands. This paper research goal is to determine to what extent the influencers on social networks affect the customers when selecting certain products and services. Within the theoretical background, it is elaborated as follows: (i) the relationship between “influencers” activities and the business sector, (ii) influencers’ domain of affecting the business, (iii) influencers ’mode of doing business, and (iv) the predictions related to “influencers” business model development. The empirical part provides descriptive statistics of the impact- induced within one social network (i.e. Instagram) on the demand for particular products, namely tourist destination. The practical contribution of the paper derives from analyzing of one social network „influencing potential” toward a particular market segment, while the academic contribution presents new insights into dynamics between business and influencers as phenomena.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
