Izvorni znanstveni članak
https://doi.org/10.56321/IJMBS.10.16.12
CATEGORISATION OF SOCIAL MEDIA INFLUENCERS AND DETERMINANTS OF THEIR ENGAGEMENT EFFECTIVENESS
Alma Opić
; Ekonomski fakultet Sveučilišta u Zagrebu, Zagreb, Hrvatska
Irena Pandža Bajs
; Ekonomski fakultet Sveučilišta u Zagrebu, Zagreb, Hrvatska
Sažetak
Social media influencers have been a topic of interest for both practitioners and scientific community in recent years. Understanding their importance and explaining the mechanisms contributing to their success requires a multidisciplinary approach, incorporating insights from the fields of psychology, media, and economics. This paper explores the current classification of social media influencers based on various relevant criteria as content type, influence type, and followers’
count. Furthermore, this study aims to provide a synthesis of the fragmented findings related to the key determinants of their engagement effectiveness in order to understand the complexity of influencer culture and its implications for marketing science and consumer behavior.
Ključne riječi
social media influencer; influencer marketing; perceived characteristics; source credibility; source attractiveness; match-up hypothesis
Hrčak ID:
323475
URI
Datum izdavanja:
10.12.2024.
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