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2019, vol. 50, br. 3, str. 207-216
jezik rada: srpski
vrsta rada: originalan članak
objavljeno: 11/02/2020
doi: 10.5937/markt1903207P
Creative Commons License 4.0
Influenseri sa društvenih mreža kao prediktor namera potrošača
Univerzitet u Kragujevcu, Ekonomski fakultet



Influenserisa društvenih mreža su omogućili preduzećima inovativne načine za reklamiranje njihovih proizvoda i dolaska do novih grupa potrošača, budući da oni danas uglavnom koriste preporuke i recenzije influensera prilikom formiranja namera o kupovini. Imajući u vidu navedeno, osnovna svrha ovog istraživanja je proučavanje uticaja influensera sa društvenih mreža na kupovne namere potrošača, kao i testiranje medijatorskih efekata poverenja i percipirane korisnosti. Podaci za studiju su prikupljeni uz pomoć upitnika koji je distribuiran putem interneta i lično na uzorku od 236 ispitanika. Rezultati istraživanja su pokazali da influenseri imaju značajan efekat na kupovne namere potrošača. Takođe, uočeno je da poverenje i percipirana korisnost imaju značajan medijatorski efekat u odnosu influensera i kupovnih namera potrošača. Glavni doprinos ovog istraživanja ogleda se u samom subjektu rada, a to su influenseri, uz medijatorske efekte poverenja i percipirane korisnosti, čijim se istraživanjem na kupovne namere potrošača bavio relativno mali brojstudija.

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