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OPINION LEADERS - OPPORTUNITY OR THREAT FOR THE COMPANY?

Dražen Marić ; University of Novi Sad Faculty of Economics, Subotica, Serbia
Ružica Kovač Žnideršić ; University of Novi Sad Faculty of Economics, Subotica, Serbia
Aleksandar Grubor ; University of Novi Sad Faculty of Economics, Subotica, Serbia

Puni tekst: engleski, pdf (310 KB) str. 3-9 preuzimanja: 34* citiraj
APA 6th Edition
Marić, D., Kovač Žnideršić, R. i Grubor, A. (2017). OPINION LEADERS - OPPORTUNITY OR THREAT FOR THE COMPANY?. International journal of multidisciplinarity in business and science, 3 (4), 3-9. Preuzeto s https://hrcak.srce.hr/205673
MLA 8th Edition
Marić, Dražen, et al. "OPINION LEADERS - OPPORTUNITY OR THREAT FOR THE COMPANY?." International journal of multidisciplinarity in business and science, vol. 3, br. 4, 2017, str. 3-9. https://hrcak.srce.hr/205673. Citirano 23.02.2020.
Chicago 17th Edition
Marić, Dražen, Ružica Kovač Žnideršić i Aleksandar Grubor. "OPINION LEADERS - OPPORTUNITY OR THREAT FOR THE COMPANY?." International journal of multidisciplinarity in business and science 3, br. 4 (2017): 3-9. https://hrcak.srce.hr/205673
Harvard
Marić, D., Kovač Žnideršić, R., i Grubor, A. (2017). 'OPINION LEADERS - OPPORTUNITY OR THREAT FOR THE COMPANY?', International journal of multidisciplinarity in business and science, 3(4), str. 3-9. Preuzeto s: https://hrcak.srce.hr/205673 (Datum pristupa: 23.02.2020.)
Vancouver
Marić D, Kovač Žnideršić R, Grubor A. OPINION LEADERS - OPPORTUNITY OR THREAT FOR THE COMPANY?. International journal of multidisciplinarity in business and science [Internet]. 2017 [pristupljeno 23.02.2020.];3(4):3-9. Dostupno na: https://hrcak.srce.hr/205673
IEEE
D. Marić, R. Kovač Žnideršić i A. Grubor, "OPINION LEADERS - OPPORTUNITY OR THREAT FOR THE COMPANY?", International journal of multidisciplinarity in business and science, vol.3, br. 4, str. 3-9, 2017. [Online]. Dostupno na: https://hrcak.srce.hr/205673. [Citirano: 23.02.2020.]

Sažetak
Contemporary business conditions set up a new complex problem for the companies – a dramatic decline in the return on investment of different types of promotion activities. Consumers on the global market are showing increasing levels of resistance and lack of confidence in a growing number of marketing messages sent to them by companies, mostly because those messages communicate only on the positive and often embellished aspects of the products and services. Consumers wishing to reduce the risk of wrong purchase decisions are turning to other consumers in whose advice and attitudes they have confidence, and thus get a true picture of the market situation. Those consumers are very specific individuals recognized as opinion leaders in marketing literature. In this way, the company’s control on consumer purchase
decision is reduced significantly, thereby increasing the overall risk of doing business. The paper aims to highlight the importance of the research of consumer opinion leaders in marketing theory and practice, to identify their characteristics and behaviour, and to point out possible ways of their identification. The empirical research will test the hypothesis of the existence of the gender impact on consumer display of opinion leadership in the Republic of Serbia.

Ključne riječi
consumer; opinion leaders; purchase decision; gender

Hrčak ID: 205673

URI
https://hrcak.srce.hr/205673

Posjeta: 63 *