Review article
https://doi.org/10.38190/ope.13.1-2.13
Influencer marketing as an excellent way to promote an agricultural product
Dubravka Mandušić
; University of Zagreb, Faculty of Agriculture
Veronika Katalinić
orcid.org/0009-0000-1241-6917
; University of Zagreb, Faculty of Agriculture
Lucija Blašković
orcid.org/0000-0002-7746-1070
; University of Zagreb, Faculty of Agriculture
Abstract
Influencers are people who strongly impact their followers on various social networks such as Instagram, Facebook and Twitter with their lifestyle, behaviour and attitude. Influencers are people who are ubiquitous in the daily lives of the people who follow them. They often act as part of marketing campaigns, influencing the behaviour of people who follow them because they trust them. Followers trust the influencer‘s opinion about a particular brand and experience. Today, they have penetrated all industries, including agriculture. In the agriculture sector, they can successfully advertise different brands and therefore help promote and sell products. Influencer marketing should be known by every owner of a small or large business, and by acquiring this knowledge, they should be able to determine which influencer would be ideal for collaboration and what the collaboration should look like. Influencer marketing is an important marketing strategy nowadays due to its high popularity and success. Advertising on blogs and social networks can attract a large number of customers and profitable customers in the short term. This article aims to show how important it is to promote even agricultural products through influencers and social networks, throughout the production process in the world and also in Croatia. Influencers can easily sell the product and contribute to the success of the company or small business owner. Advertising on internet blogs and social media can quickly attract many customers and clients which can turn a profit.
Keywords
influencer; agriculture; social media; promotion
Hrčak ID:
312763
URI
Publication date:
30.12.2023.
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