Prethodno priopćenje
INFLUENCE OF INFLUENCERS ON PURCHASING DECISION MAKING PROCESS - PERCEPTION OF CROATIAN INFLUENCERS
Sanja Mesarić
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Iva Gregurec
orcid.org/0000-0002-2429-0335
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Sažetak
The growth of social networks has opened up opportunities for many individuals who have realized the potential of social networks. Thus, the phenomenon of influencer marketing, although a relatively new concept in the world of marketing, has gained in importance in the last few years and is increasingly included in almost every company media plan. Individuals who, through their efforts and the placement of content on social networks, have gained a number of followers over whom they have the opportunity to "influence" have been noticed by numerous companies that have decided to use them in order to achieve their marketing goals. How much these individuals, also called influencers, can really influence customers is a question that was asked when writing this paper. The paper provides a theoretical basis on the concept of influencer marketing as well as a review of qualitative research conducted on influencers in the Republic of Croatia, all in order to find an answer to what extent they influence the purchasing decisions of their followers and at what stage of the purchasing decision making process their influence is the largest according to them.
Ključne riječi
digital marketing; social networks; influencer marketing; influencers
Hrčak ID:
254850
URI
Datum izdavanja:
30.3.2021.
Posjeta: 4.173 *