Original scientific paper
MAXIMIZING PRODUCT PROMOTION THROUGH STRATEGIC COMMUNICATION: THE ROLE OF SOCIAL MEDIA INFLUENCERS
Marina Gregorić
orcid.org/0000-0003-0741-2908
; Rhine Waal University of Applied Sciences, Department of Society and Economics, Kleve, Germany
Danijela Magdalenić
orcid.org/0009-0004-7654-4669
; University North, Koprivnica, Croatia
Miljana Simic
; Rhine Waal University of Applied Sciences, Department of Society and Economics, Kleve, Germany
Abstract
Strategic communication is vital for the successful promotion of products in the contemporary digital economy. Social media influencers play a crucial role in helping brands connect authentically and engagingly with their target audiences. This research investigates the impact of social media influencers on consumer perceptions and purchase decisions. By employing theoretical data exploration and empirical quantitative methods, the study aims to validate the hypothesis that social media influencers have a direct and positive effect on maximizing product promotion. Primary data were collected via an online survey as a quantitative research instrument from 115 participants, and the responses were analyzed using SPSS software. The findings reveal that consumers frequently engage with influencer content, often make purchases based on influencer recommendations, and perceive influencers as more influential than traditional advertisements. Furthermore, the study highlights that influencer promotions encourage consumers to research products and that the relevance of recommendations to personal interests significantly enhances trust in influencers. This research contributes to both marketing practices and academic discourse by providing empirical evidence on the effectiveness of influencer marketing. It offers insights into optimizing digital marketing strategies through the strategic use of social media influencers, thereby enhancing promotional outcomes in today's dynamic marketplace.
Keywords
product promotion; strategic communication; social media influencers; digital marketing
Hrčak ID:
328993
URI
Publication date:
6.3.2025.
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