Naslov
Scope of influencers within the marketing communication

Autori
Miletić, Lana ; Globočnik Žunac, Ana ; Vuković, Dijana

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Book of abstracts of the ENTRENOVA – Enterprise Research Innovation Conference (Online) / ENTRENOVA, 8(1) / Pejić Bach, Mirjana - Zagreb : Udruga za promicanje inovacija i istraživanja u ekonomiji ''IRENET'', 2022, 67-67

Skup
ENTerprise REsearch InNOVAtion Conference - ENTRENOVA

Mjesto i datum
Opatija, Hrvatska; online, 17.06.2022. - 18.06.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Recenziran

Ključne riječi
influencers ; social networks ; consumer behaviour ; influencer marketing

Sažetak
With the development of social networks and the strengthening of their power of influence, there is a concept in the marketing field that was not known in traditional marketing channels - influencers and influencer marketing. Influencers are people who release their reviews related to a certain area daily and thus generate a large number of followers interested in that area. According to the number of followers, there are mega, macro, micro and nano influencers. Influencer-based marketing is becoming a powerful tool, but by rapidly monitoring change, consumers are becoming more aware of the strength of the impact of business organizations on their behaviour and the need to control their purchasing behaviour.

Izvorni jezik
Engleski

POVEZANOST RADA