Naslov
Students' Attitudes About Influencers and Influencer Marketing on Social Media

Autori
Keček, Damira ; Fotova Čiković, Katerina ; Posavec, Jelena

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economic and Social Development - 88 th International Scientific Conference on Economic and Social Development – "Roadmap to NetZero Economies and Businesses" Book of Proceedings / Janjusevic, Jelena ; Hopkinson, Paul ; Pandza Bajs, Irena - Dubai, 2022, 466-474

Skup
88th International Scientific Conference on Economic and Social Development: Roadmap to NetZero Economies and Businesses

Mjesto i datum
Dubai, Ujedinjeni Arapski Emirati, 19.10.2022. - 20.10.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
influencer ; influencer marketing ; social media ; student attitude

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti

POVEZANOST RADA