Influencers as a segment of digital marketing communication: Generation Y attitudes
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 demographi...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Srpsko udruženje za marketing
2020-01-01
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| Series: | Marketing (Beograd. 1991) |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2020/0354-34712002098V.pdf |
| _version_ | 1828823731243319296 |
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| author | Vukmirović Valentina Kostić-Stanković Milica Domazet Ivana |
| author_facet | Vukmirović Valentina Kostić-Stanković Milica Domazet Ivana |
| author_sort | Vukmirović Valentina |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-12T13:40:52Z |
| format | Article |
| id | doaj.art-1309bf3bfdf945dd87574c8a06b2c2eb |
| institution | Directory Open Access Journal |
| issn | 0354-3471 2334-8364 |
| language | English |
| last_indexed | 2024-12-12T13:40:52Z |
| publishDate | 2020-01-01 |
| publisher | Srpsko udruženje za marketing |
| record_format | Article |
| series | Marketing (Beograd. 1991) |
| spelling | doaj.art-1309bf3bfdf945dd87574c8a06b2c2eb2022-12-22T00:22:47ZengSrpsko udruženje za marketingMarketing (Beograd. 1991)0354-34712334-83642020-01-01512981070354-34712002098VInfluencers as a segment of digital marketing communication: Generation Y attitudesVukmirović Valentina0Kostić-Stanković Milica1https://orcid.org/0000-0002-8334-7063Domazet Ivana2https://orcid.org/0000-0002-3493-4616Institut ekonomskih nauka, Beograd, SerbiaUniverzitet u Beogradu, Fakultet organizacionih nauka, SerbiaInstitut ekonomskih nauka, Beograd, SerbiaThe 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.https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2020/0354-34712002098V.pdfinfluencer marketingsuccess factordigital marketing communicationdigital sophisticationgeneration y |
| spellingShingle | Vukmirović Valentina Kostić-Stanković Milica Domazet Ivana Influencers as a segment of digital marketing communication: Generation Y attitudes Marketing (Beograd. 1991) influencer marketing success factor digital marketing communication digital sophistication generation y |
| title | Influencers as a segment of digital marketing communication: Generation Y attitudes |
| title_full | Influencers as a segment of digital marketing communication: Generation Y attitudes |
| title_fullStr | Influencers as a segment of digital marketing communication: Generation Y attitudes |
| title_full_unstemmed | Influencers as a segment of digital marketing communication: Generation Y attitudes |
| title_short | Influencers as a segment of digital marketing communication: Generation Y attitudes |
| title_sort | influencers as a segment of digital marketing communication generation y attitudes |
| topic | influencer marketing success factor digital marketing communication digital sophistication generation y |
| url | https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2020/0354-34712002098V.pdf |
| work_keys_str_mv | AT vukmirovicvalentina influencersasasegmentofdigitalmarketingcommunicationgenerationyattitudes AT kosticstankovicmilica influencersasasegmentofdigitalmarketingcommunicationgenerationyattitudes AT domazetivana influencersasasegmentofdigitalmarketingcommunicationgenerationyattitudes |