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    Unraveling Influencer Loyalty: Examining the Impact of Source Credibility
    (Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, 2023-12-15)
    With the emergence of social media, social media influencers have become a substantial alternative for brand promotion. Companies are dedicating an increasing portion of their overall marketing budget towards influencer marketing initiatives. To enhance the effectiveness of influencer marketing, companies and marketers should prioritize the credibility of the message source. The main motivation for the research lies in the modest research base regarding the effect of the multi-dimensional structure of source credibility on influencer loyalty. Grounded in source credibility theory, the subject of this paper is the source credibility four-dimensional construct: expertise, attractiveness, similarity, and trustworthiness of influencers aiming to investigate the impact of influencers’ credibility on social media users’ loyalty to influencers. By employing SPSS for multiple linear regression analysis on a dataset of 80 participants, the results reveal that the most influential factor positively affecting social media users' loyalty to influencers is the trustworthiness of the influencers, followed closely by the dimension of similarity. In conclusion, these research findings not only contribute to academic knowledge but also offer valuable guidance and insights for marketing managers in the selection of suitable social media influencers for collaboration.
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    The Impact of Influencers and Influencer Marketing on the Formation of Public Opinion: Perceptions of Croatian Students
    (Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, 2023-12-15)
    Fotova Čiković, Katerina
    ;
    Keček, Damira
    ;
    Posavec, Jelena
    The terms influencer and influencer marketing are relatively new. However, they have raised research issues and gained a lot of attention in various research areas, ranging from social psychology, information and communication technology to marketing. Nevertheless, the impact of influencers on the adoption of new products and services, brand awareness and brand recognition is undeniable. Despite the impressive growth and popularity of influencers and influencer marketing in general, there is a lack of academic and practitioner research on the impact influencers have on the formation of public opinion. This study attempts to provide better insight and understanding of this subject as well as to represent a stepping stone for future research in this area. The theoretical starting points of this paper accentuate the knowledge based on influencers and influencer marketing, the formation of public opinion and the role of media in the formation of public opinion. The main objective of this paper is to determine the impact of influencers and influencer marketing on the formation of public opinion on everyday topics among a sample of 142 students from University North in Croatia from May to July 2022. The paper examines the differences in students' perception of influencers and influencer marketing on the formation of public opinion with regard to gender, age, level of study and type of study. The obtained results indicate that there is a statistically significant difference in the surveyed students about the influence of influencers and influencer marketing on the formation of public opinion according to the level and type of study and provide new insights for marketing and media practitioners.
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    THE ROLE OF CONSUMER INVOLVEMENT IN INFLUENCER FOLLOWING ON INFLUENCERS’ CREDIBILITY PERCEPTIONS
    (Faculty of Economics - Skopje, SS. Cyril and Methodius University in Skopje, Skopje, North Macedonia, 2022)
    Social media is an important tool for companies to build and maintain relationships with consumers globally. In that direction, influencer marketing is becoming an important part of companies’ strategies due to increasing popularity of social media influencers. Influencers affect attitudes and behavior of consumers, by creating and promoting branded content for their “followers” and for companies’ target consumers present on social media where influencers share their content. The purpose of this paper is to examine Instagram influencers’ credibility with the main goal to determine the role of different level of followers’ involvement in influencer following on followers’ perceptions about influencers’ credibility, based on the assumption that the level of involvement influences consumers’ perceptions of influencers’ credibility. To collect primary data, an online survey was conducted on a purposive sample. An ANOVA test was used to analyze the answers from an effective set of 76 respondents-active Instagram users in North Macedonia. It can be concluded that social media users with different level of involvement have different perceptions of expertise, trustworthiness, and similarity as influencers’ credibility dimensions. However, perceptions of influencers’ attractiveness did not differ based on the level of involvement. Lastly, recommendations are given for future research that will provide an in-depth view at this topic.