Naslov
INFLUENCER MARKETING IN TOURISM: AN OVERVIEW AND RESEARCH AGENDA

Autori
Dedić, Goran

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

Izvornik
90th International Scientific Conference on Economic and Social Development – "Building Resilient Society: National and Corporate Security" / Kesina, Spomenko ; Cingula, Domagoj - Varaždin : VADEA, 2022, 285-291

Skup
90th International Scientific Conference on Economic and Social Development – "Building Resilient Society: National and Corporate Security"

Mjesto i datum
Zagreb, Hrvatska, 16.12.2022. - 17.12.2022

Vrsta sudjelovanja
Ostalo

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Influencer marketing ; Tourism ; Digital marketing

Sažetak
Development of information technology which has taken place during past 30 years has brought unprecedented changes to human communication and interaction. There is hardly an area of human activity which has been left unaffected, and some of the most profound changes have happened in consumer markets, both in terms of conducting business and in terms of individual social interactions. Individuals gained the ability to communicate with a wider reach than ever before. Information has become easily and instantaneously available thus increasing both the transparency of markets and the negotiating power of individual consumers. Development of the web technologies, and Web 2.0 in particular, was followed by the rise of various services which were initially based on the web. Among these services, social media were perhaps one of the most impactful ones in terms of market relations between consumers and companies. The rise of an independent individual as a content creator with high potential to influence other individuals brought about the concept of social media influencer. These changes have introduced significant challenges for businesses due to the loss of control of narrative about products services and organization in general. Tourism was not left aside from these changes and challenges. This paper provides an overview of recent research related to the role of influencer marketing in tourism with a focus on most significant determinants of influencer marketing effectiveness. Furthermore, potentially fruitful avenues of scientific inquiry have been identified and elaborated.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA