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2020, vol. 51, br. 2, str. 98-107
Influenseri kao segment digitalne marketinške komunikacije - stavovi generacije Y
aInstitut ekonomskih nauka, Beograd
bUniverzitet u Beogradu, Fakultet organizacionih nauka

e-adresavalentina.vukmirovic@ien.bg.ac.rs, milica.kostic-stankovic@fon.bg.ac.rs, ivana.domazet@ien.bg.ac.rs
Projekat:
This paper is funded by Ministry of Education and Science of the Republic of Serbia.

Ključne reči: influenser marketing; faktor uspeha; digitalna marketinška komunikacija; digitalna sofisticiranost; generacija Y
Sažetak
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 pojave tehnoloških inovacija kao i demografskih trendova koji su postavili generaciju Y u centar interesa marketinških teoretičara i praktičara. U tom smislu, ovaj rad istražuje ulogu i značaj dominantnih korisnika društvenih medija, influensera, u kreiranju savremene marketinške komunikacije. Uzimajući u obzir činjenicu da današnje potrošače karakteriše visok stepen digitalne sofisticiranosti, istraživanje u ovom radu usmereno je ka rastu značaja društvenih medija kao glavnih izvora sticanja i deljenja informacija. U ovom radu prezentovani su rezultati empirijskog istraživanja koje je za cilj imalo sticanje uvida u stavove generacije Y u Srbiji u pogledu influenser marketinga. Doprinos ovog rada ogleda se u kritičkoj analizi prikupljenih podataka, čime se povećava korpus znanja iz ove oblasti.
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O članku

jezik rada: engleski
vrsta rada: originalan članak
DOI: 10.5937/markt2002098V
objavljen u SCIndeksu: 18.09.2020.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

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