Pregled bibliografske jedinice broj: 1230830
How Influencer Credibility and Advertising Disclosure affects Purchase Intention
How Influencer Credibility and Advertising Disclosure affects Purchase Intention // ENTRENOVA - ENTerprise REsearch InNOVAtion, 2022. / Pejić Bach, Mirjana (ur.).
Zagreb: IRENET, Society for Advancing Innovation and Research in Economy Hrvastkih iseljenika 1, 10000 Zagreb, Croatia, 2022. str. 248-263 doi:10.54820/entrenova-2022-0023 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 1230830 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
How Influencer Credibility and Advertising
Disclosure affects Purchase Intention
Autori
Sesar, Vesna ; Martinčević, Ivana ; Hunjet, Anica
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
ENTRENOVA - ENTerprise REsearch InNOVAtion, 2022.
/ Pejić Bach, Mirjana - Zagreb : IRENET, Society for Advancing Innovation and Research in Economy Hrvastkih iseljenika 1, 10000 Zagreb, Croatia, 2022, 248-263
Skup
8th ENTerprise REsearch InNOVAtion Conference (ENTRENOVA 2022)
Mjesto i datum
Opatija, Hrvatska, 17.06.2022. - 18.06.2022
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
influencer marketing ; influencer credibility ; purchase intention ; advertising disclosure
Sažetak
In recent years there has been a significant increase in digital advertising through influencers being active on many social media platforms. Budgets for influencer marketing rise yearly, and the return on investment from influencer marketing is higher than from other marketing channels. Therefore, influencer marketing is here to stay, and the pandemic has turned many customers online. Nowadays, customers most often collect information regarding products or services from influencers. The factors that may affect customers' purchase decisions are seen in influencers' credibility and advertising disclosure. A systematic literature review was done to provide an overview of the related influencer marketing field and the impact of advertising disclosure and source credibility on purchase intention. The terms ("Purchase intention") and ("influencer credibility" OR "source credibility" and “advertising disclosure”) were used to collect data. The papers were reviewed to determine how influencer credibility and advertising disclosure impact customer purchase behavior. Results indicate that influencer credibility traits positively influence purchase intention, and advertisement disclosure may impact customer purchase intention differently.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Projekti:
UNIN--UNIN-DRUŠ-22-1-4 - SMART menadžment u suvremenom poslovnom okruženju (Sesar, Vesna, UNIN ) ( CroRIS)
Ustanove:
Sveučilište Sjever, Koprivnica
