Naslov
IMPACT OF INFLUENCERS ON ONLINE PRODUCT PURCHASES

Autori
Bušić, Karmen ; Kelić, Ivan ; Stipić, Igor

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

Izvornik
Interdisciplinary Management Research XVII / Barković, D ; Heinz Dernoscheg, K. (ur.). - Opatija : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2021, 1153-1167

Skup
17th Interdisciplinary Management Research (IMR 2021)

Mjesto i datum
Opatija, Hrvatska, 13.05.2021. - 15.05.2021

Vrsta sudjelovanja
Pozvano predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Influencer Marketing, Social media, Digital Marketing

Sažetak
Modern consumer marketing puts in focus consumer behavior of product pur- chase where consumer habits consist several different stages. Modern technolo- gies based on the use of digital marketing techniques and tools have significantly shortened purchasing decisions. Today, more detailed information and specifi- cations are available online and can be found for most products. Information can be in the form of other customers’ experiences, reviews of people who have tried the product, video instructions, and attitudes of others about the prod- uct, as well as product price comparisons. Social media platforms have created a parallel world of information retrieval and have created the preconditions for influencing consumers. Trends indicate that consumers for specific product categories are more likely to buy under the influence of other people who influ- ence the online environment – so-called influencers and are up to four times more likely to buy if they have seen the product on social networks. The paper’s subject is to consider the advantages of using influential people in marketing, how influential people are selected, and which distribution channels are best to use.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA