文章基本信息

标题：Influencers as a segment of digital marketing communication: Generation Y attitudes
其他标题：Influenseri kao segment digitalne marketinške komunikacije - stavovi generacije Y
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作者：Vukmirović Valentina ; Kostić-Stanković Milica ; Domazet Ivana 等
期刊名称：Marketing (Beograd. 1991)
印刷版ISSN：0354-3471
电子版ISSN：2334-8364
出版年度：2020
卷号：51
期号：2
DOI：10.5937/markt2002098V
语种：English
出版社：Srpsko udruženje za marketing
摘要：The aim of the research presented in this paper is to provide insights into marketing communication changes induced by digital transformation and social media use. Contemporary marketing communication strategies are observed in the context of dominant information sources shift, as well as demographic trends that have placed Generation Yin marketing theorists' and practitioners' focus of interest. This paper examines the role and significance of prominent social media users - influencers in creating contemporary marketing communication. Considering the fact that modern customers are characterized by a high degree of digital sophistication, the research in this paper focused on the prominence of social media as main sources of information sharing. This paper presents the results of an empirical research which aim was to examine the attitudes of Generation Y members in Serbia regarding influencer marketing. The contribution of this paper is reflected in the critical analysis of obtained results, thus increasing the corpus of relevant knowledge.
其他摘要：Cilj istraživanja u ovom radu podrazumeva sticanje uvida u način na koji se marketinška komunikacija izmenila pod uticajem digitalne transformacije i upotrebe društvenih medija. Savremene strategije marketinške komunikacije posmatrane su u kontekstu pojav
关键词：influencer marketing;success factor;digital marketing communication;digital sophistication;generation Y
其他关键词：influenser marketing;faktor uspeha;digitalna marketinška komunikacija;digitalna sofisticiranost;generacija Y