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2020 | 8 | nr 2 | 109--120
Tytuł artykułu

Influencer Marketing and Its Impact on Consumer Lifestyles

Treść / Zawartość
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
Influencer marketing is a form of marketing communication, using influencers to target consumers. It helps companies build their brand and loyalty based on consumers' trust in someone they know and admire. Given this fact the purpose of this study is to define the theoretical basis of the impact of influencer marketing on consumer lifestyles. This includes an analysis of the perception of influencer marketing by consumers in relation to consumer lifestyles by means of a questionnaire survey focused on Slovak consumers aged 15 and above. The research sample comprises 410 respondents. Based on the results of the questionnaire survey and the verification of statistical hypotheses, it is clear that influencer marketing has a significant impact on Slovak consumer lifestyles (especially on consumers younger than 35). Finally, the effects of influencer marketing on consumer lifestyles are highlighted, and proposals are put forward for its efficient implementation within companies. (original abstract)
Rocznik
Tom
8
Numer
Strony
109--120
Opis fizyczny
Twórcy
  • University of Zilina, Zilina, Slovak Republic
  • University of Zilina, Zilina, Slovak Republic
  • University of Zilina, Zilina, Slovak Republic
  • Institute of Technology and Business in Ceske Budejovice, Czech Republic
Bibliografia
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  • Abidin, C. (2017), Influencer extravaganza. Commercial "Lifestyle" Microcelebrities in Singapore, in: L. Hjorth, H. Horst, A. Galloway, G. Bell. (Eds.), Routledge companion to digital ethnography (pp. 158-168), Oxford: Routledge.
  • Bokunewicz, J.F., Shulman, J. (2017), Influencer identification in Twitter networks of destination marketing organizations, Journal of Hospitality and Tourism Technology, 8(2), 205-219. DOI: 10.1108/JHTT-09-2016-0057
  • Bucko, J., Kakalejčík, L., Ferencová, M. (2017), The internet and its use in prepurchase stage in Europe and Asia - management of marketing efforts, Polish Journal of Management Studies, 15(2), 16-26. DOI: 10.17512/pjms.2017.15.2.02
  • Capova, L. (2017), Mikroinfluenceři hýbou světem. Proč je využít na YouTube? retrieved from: https://www.mediaguru.cz/clanky/2017/08/mikroinfluenceri-hybousvetem-proc-jevyuzit-na-youtube/ (accessed 15 March 2020) (Original work published in Slovak).
  • De Veirman, M., Cauberghe, V., Hudders, L. (2017), Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude, International Journal of Advertising, 36(5), 798-828. DOI: 10.1080/02650487.2017.1348035
  • Freberg, K., Graham, K., McGaughey, K., Freberg, L.A. (2011), Who are the social media influencers? A study of public perceptions of personality, Public Relations Review, 37(1), 90-92. DOI: 10.1016/j.pubrev.2010.11.001
  • Gallegos, J. A. (2016), The history and evolution of marketing influencers, retrieved from: https://www.tintup.com/blog/historyevolution-marketing-influencers/ (accessed 15 March 2020)
  • Glucksman, M. (2017), The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink, Elon Journal of Undergraduate Research in Communications, 8(2), 77-87.
  • Gramlich, J. (2019), 10 facts about Americans and Facebook, retrieved from: ht tps://www.pewresearch.org/facttank/2019/05/16/facts-about-americansand-facebook/ (accessed 20 March 2020)
  • Ivancsone Horvath, Z., Printz-Marko, E. (2018), Territorial differences between countries with regard to the wellness lifestyle of their youth, Forum Scientiae Oeconomia, 6(3), 101-117. DOI: 10.23762/FSO_VOL6_NO3_7
  • Iwashita, M. (2019), Trend of influencer marketing and future required functions, in: 20th IEEE/ACIS International Conference on Software Engineering, Artificial Intelligence, Networking and Parallel/Distributed Computing (SNPD 2019): Toyama, Jamaica, July 8-11, 2019.
  • Jin, S.V., Muqaddam, A., Ryu, E. (2019), Instafamous and social media influencer marketing, Marketing Intelligence & Planning, 37(5), 567-579. https://doi.org/10.1108/MIP-09-2018-0375
  • Jurickova, J. (2019), 33 fascinujúcich zaujímavostí o YouTube, retrieved from: https://blog.mindshare.sk/2019/08/08/socialnemedia/33-fascinujucich-zaujimavostio-youtube/ (accessed 20 March 2020) (Original work published in Slovak).
  • Kadekova, Z., Holiencinova, M. (2018), Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities, Communication Today, 9(2), 90-104.
  • Kramarova, M. (2019), Influencer marketing - všetko, čo musíte vedieť skôr, než sa doň pustíte, retrieved from: https://www.ecommercebridge.sk/influencermarketing-vsetko-co-musite-vedietskor-nez-sa-don-pustite/ (accessed 20 March 2020) (Original work published in Slovak).
  • Ladrova, J. (2017), Innovative marketing: The new role of social influencers, in: Proceedings of the 13th International Conference: Liberec Economic Forum (pp. 506-512), Liberec, Czech Republic, September 11-13, 2017.
  • Moravcikova, D., Krizanova, A. (2017), The future of online and offline marketing communication - transmedia storytelling in the branding process, Marketing Identity, 5(1), 164-175.
  • Moravcikova, D., Krizanova, A., Vrtana, D. (2019), The impact of psychographic segmentation on increasing hotel traffic in the Slovak Republic with using online marketing communication, in: 3rd International Business Information Management Association Conference (pp. 1271--1283), Granada, Spain, April 10-11, 2019.
  • Noyes, D. (2020), The top 20 valuable Facebook statistics - updated May 2020, retrieved from: https://zephoria.com/top-15-valuable-facebook-statistics/ (accessed 15 May 2020)
  • Ogilvy & Mather. (2017), Influencers, study, retrieved from: https://www.ogilvy.cz/upload/pdf/141/studie-ogilvymather-influenceri-2017.pdf (accessed 13 March 2020)
  • Pophal, L. (2016), Influencer marketing: Turning taste makers into your best salespeople, EContent, 39(7), 18-+.
  • Reicher, R.Z. (2018), Hungarian millennials' attitudes on being online, Forum Scientiae Oeconomia, 6(1), 5-18. DOI: 10.23762/FSO_VOL6NO1_18_3
  • Rogers, Ch. (2016), What's next for influencer marketing?, retrieved from: https://www.marketingweek.com/whats-nextfor-influencer-marketing/ (accessed 15 June 2020)
  • Rimarcik, M. (2007), Štatistika pre prax. Kosice: Marian Rimarcik (Original work published in Slovak).
  • Rouse, M. (2016), Influencer (social influencer), retrieved from: https://whatis.techtarget.com/definition/influencersocial-influencer (accessed 10 March 2020)
  • Sammis, K., Lincoln, K., Pomponi, S. (2015), Influencer marketing for dummies, New York: John Wiley & Sons.
  • Sykorova, P. (2019), 26 zaujímavých instagramových štatistík, retrieved from: https://harton.sk/26-zaujimav ych-instagramovych-statistik/ (accessed 20 March 2020) (Original work published in Slovak).
  • Štefko, R., Fedorko, I., Bačík, R., Fedorko, R. (2015), An analysis of perceived topicality of website content influence in terms of reputation management, Polish Journal of Management Studies, 12(1), 177-185
  • Trivedi, J.P. (2018), Measuring the comparative efficacy of an attractive celebrity influencer vis-ŕ-vis an expert influencer - a fashion industry perspective, International Journal of Electronic Customer Relationship Management, 11(3), 256-271. DOI: 10.1504/IJECRM.2018.093771
  • Vrana, A., Vranova, M. (2017), Pusťte se do influencer marketingu. Jak na něj?, retrieved from: https://www.ladyvirtual.cz/influencer-marketing/ (accessed 15 March 2020) (Original work published in Slovak).
  • Vrtana, D., Krizanova, A. (2018), Brand strategy of successful companies, in: 32nd Conference of the International-Business-Information-Management-Association (IBIMA) (pp. 8007-8014): Seville, Spain, November 15-16, 2018.
  • Waller, N. (2016), Beginner's guide to influencer marketing, Creative Review, 12-13.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171601645

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