Ristevska jovanovska, Snezhana
Preferred name
Ristevska jovanovska, Snezhana
Official Name
Ristevska jovanovska, Snezhana
Main Affiliation
Email
snezanarj@eccf.ukim.edu.mk
14 results
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Item type:Publication, UNCONVENTIONAL MARKETING STRATEGIES AND TACTICS(INSTITUTE OF KNOWLEDGE MANAGEMENT SKOPJE, MACEDONIA, 2018-05)The primary idea behind IMC strategy is to create a seamless experience for consumers across different aspects of the marketing mix. Since marketers are always looking for more ways to get to their potential target markets, guerrilla marketing itself has become an umbrella term for even more specific communication strategies designed to engage and surprise the consumer with their products and services. Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. Some viral marketing strategies work better than others. The basic elements you hope to include in your viral marketing strategy need not conta-in all these elements, but the more elements it embraces, the more powerful the results are likely to be: gives away valuable products or services, provides for effortless transfer to others; scales easily from small to very large; exploits common motivations and behaviors; utilizes existing communication networks; takes advantage of others’ resources. Guerrilla marketing behavior delivers publicity via local unconventional marketing activity that makes people sit up and notice think “shock and awe”. Promotion is one of the marketing mix elements among a system of five in a promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. There are different ways to promote a product in different areas of media. Promoters use Internet advertisement, special events, endorsements, and newspapers or magazines to advertise their product. Many times with the purchase of a product there are incentives like discounts, free items, or contests. The aim of the research in this paper is to determine the impact of viral and guerrilla strategies to the customers decision making process when buy some cosmetics products. The survey was conducted on a random sample of highly educated respondents, active and intensive Internet users and social networks. According to the received results the facts in hypotheses: (1) Invonvencional forms of marketing (viral and guerrilla marketing) has a bigger impact on the customers decision making process to buy products for sport activities than advertisements on television and radio - is confirmed; (2) Viral campaigns, as a form of promotional activity has a bigger impact than guerrilla marketing on the customers decision making process to buy products for sport activities - is confirmed. According to received results viral marketing is better than guerrilla marketing for first, second and fifth statement for another statement (third, fourth, six and seven) guerrilla score is better than the score for viral marketing. - Some of the metrics are blocked by yourconsent settings
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Item type:Publication, EFFECTS AND BENEFITS OF THE OBLIGATORY IMPLEMENTATION OF ELECTRONIC PUBLIC PROCUREMENT SYSTEM(INSTITUTE OF KNOWLEDGE MANAGEMENT SKOPJE, MACEDONIA, 2018-03); ; The digital transformation of the process of the public procurement, assisted by the development of information communication technology and the Internet, enables the use of electronic means of communication and the implementation of public contract award procedures. Public procurement has a major impact on the national economies, bearing in mind that a significant percentage of the state’s budget is spent on the purchase of goods, services and works by the private sector to meet public needs. It is therefore important that procurement be carried out by providing the best quality at a lower price, and the process itself to be implemented quickly, simply and cost effectively. This paper examines the success and advantages of electronic public procurement in the Republic of Macedonia, but taking into account the challenges faced by contracting authorities (contracting authorities – public and state institutions) and economic operators (private firms) in order to determine the effects of their use. In the first part, a brief theoretical review of public procurements and existing legislation in the EU and the Republic of Macedonia is given, while electronic public procurement is further elaborated by presenting the electronic procurement system and the sole platform in Macedonia for digital purchases, comparing the Macedonian solution with the systems of the Western Balkan countries and Europe, and lastly, an empirical market research on public procurement was made. E-procurement in Macedonia since 2018 is mandatory for use, and the aim of this paper is to verify that the effects and benefits of the use level are large and positively affect contracting authorities, economic operators and the general public. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Nutrition information on food labels: consumers’ reasons for ignorance,(2017-06-02); ; The main purpose of this paper is to reveal the reasons for ignorance of nutrition labels and to identify demographic and economic differences in reasons for nutrition labels ignorance. The employed factor analysis revealed 3 factors (shopping practices, perceived inability and absence of need). The results of ANOVA test proved the existence of significant differences between lower-educated people and higher educated people on two factors (shopping practices and perceived inability) as well as significant age differences in one of the three factors (perceived inability). The results of ANOVA test showed no statistically significant gender and income differences in reasons for ignorance of nutrition information. Recommendations may help governmental institutions, consumer organizations and companies in developing communications and educational programs about the importance of nutrition labelling aimed at different age and income groups of consumers. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, THE EFFECT OF INSTAGRAM INFLUENCER MARKETING: WHAT AFFECTS CUSTOMER’S PURCHASE INTENTION? THE ROLE OF INVOLVEMENT IN INFLUENCER FOLLOWING AND PERCEIVED TRUST IN INFLUENCER’S BRAND RELATED CONTENT(University of National and World Economy, Sofia, Bulgaria, 2022-09-21); Social media marketing allows brands to gain advantage by building relationships with customers. In that direction, influencer marketing is experiencing a rapid growth. This study is based on the integrated social media influencer value model, which among other things, examines how customers’ trust in influencer branded content and involvement level in social media influencer following affect customer’s purchase intentions. With the purpose to determine the impact of involvement in Instagram influencer following and perceived trust in Instagram influencer’s brand related content on customer’s purchase intention, this study aims to fill the gap due to lack of research, as known by the authors, by investigating involvement level and perceived trust and how they affect customer’s behavioral intention, with a focus on Instagram. Non-probabilistic purposive sampling was used to conduct an online survey to Instagram users in the Republic of North Macedonia that follow influencers. Multiple linear regression was applied to an effective set of 76 responses using SPSS, resulting in confirmation of hypotheses. At the end, a conclusion is given with the focus on theoretical contributions and practical implications that will act as recommendations for marketing-managers on how to affect customer’s purchase intention and increase sales by collaborating with Instagram influencers. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Experience Economy in Cultural Institutions: Arousal to Customer Loyalty(2024-12); ; Purpose The present research, which builds upon Pine and Gilmore's (1999) experience economy framework, aims to investigate the relationship between the four dimensions of the experience economy - education, entertainment, escapism, and esthetics - and their impact on arousal and customer loyalty. Certain industries are growing significantly in today's global economy due to the rising demand for experiential consumption (Oh et al., 2007). This trend reflects a shift towards an experience-driven economy, where consumers prioritize unique experiences over traditional products and services (Pine and Gilmore, 1999; Oh et al., 2007) a prerequisite for competitive advantage in the event industry (Manthiou et al., 2011). Research on the experience economy highlights its four key dimensions: education, entertainment, escapism, and esthetics. The literature on arousal's impact on loyalty in the experience economy reveals several significant findings. The experience economy dimensions significantly influence consumer arousal and loyalty (Alan et al., 2016; Girish and Chen, 2017; Brzovska et al., 2020). Moreover, Kastenholz et al. (2017) extended this framework to rural tourism, demonstrating that the esthetic dimension strongly influences arousal and satisfaction, which are critical for loyalty. Their findings align with Pine and Gilmore's (1999) assertion that creating memorable and engaging experiences is crucial for competitive advantage. Quadri-Felitti and Fiore (2013) examined wine tourism, concluding that the esthetic dimension of the experience economy is the most influential in creating positive memories and destination loyalty. Manthiou et al. (2014) also investigated the experience economy four-dimensional concept when it comes to memory vividness and loyalty at festivals, and their results show that entertainment and esthetics significantly impact loyalty, emphasizing the need for memorable experiences. Alan et al. (2016) found that cognitive assessments and emotional responses, including arousal, play crucial roles in shaping store loyalty in retail settings. Their study suggests that positive emotional arousal, directly and indirectly, affects consumer loyalty. Finally, Girish and Chen (2017) demonstrated that arousal significantly influences satisfaction and loyalty in festival contexts, highlighting the importance of creating authentic and engaging experiences to foster attendee loyalty. Brzovska et al. (2020) found that educational and esthetic experiences positively impact arousal and memory in the wine industry. Another study by Brzovska et al. (2023) also explores how the dimensions of Pine and Gilmore's experience economy (education, entertainment, escapism, and esthetics) affect consumer loyalty in cultural institutions. The research reveals that esthetics and entertainment significantly enhance memory, boosting loyalty, and education and escapism contribute to the overall experience (Brzovska et al., 2023). These studies collectively underscore the pivotal role of arousal and emotional engagement in enhancing customer loyalty across various sectors. By understanding how these dimensions influence consumer behavior, businesses can better design and market their experiences to build stronger customer relationships. Based on this we propose the following hypotheses: H1: Education has a positive influence on the arousal of visitors to cultural institution events. H2: Entertainment has a positive influence on the arousal of visitors to cultural institution events. H3: Esthetics has a positive influence on the arousal of visitors to cultural institution events. H4: Escapism has a positive influence on the arousal of visitors to cultural institution events. H5: The arousal of visitors to cultural institution events has a positive influence on their loyalty toward the institution. Design/methodology/approach To conduct this study, an online survey was conducted using snowball sampling, yielding 224 responses. After screening the data, 222 responses were deemed valid. The survey questionnaire measured respondents’ perceptions of the four experiential dimensions, arousal, and loyalty to a specific cultural institution. Structural equation modeling (SEM) was used to analyze the data and determine the strength and direction of the relationships between the variables. SEM combines factor analysis and multiple regression to examine measurement and structural model components (Hair et al., 2006). Using a two-stage approach (Anderson and Gerbing, 1988), confirmatory factor analysis (CFA) validated the measurement model and assessed the structural model to examine hypothesized relationships. The standardized regression coefficients and estimates of the hypothesized relationships are presented in Table 1. Findings Based on data presented in Table 1 we can conclude that four out of five hypotheses are supported, as indicated by the p-value at a significance level of 0.05. The study results indicate that the relationship between arousal and customer loyalty is positive and the strongest in the model, resulting in accepting H5. Regarding the relationships between the four experiential dimensions and arousal, it is evident that esthetics has the strongest positive impact (H3 is confirmed), followed by entertainment (H2 is confirmed). H4 is also confirmed meaning escapism has also a significant impact on arousal, while education is not significantly related to arousal (H1 is rejected). These findings indicate that prioritizing visually appealing and aesthetically pleasing experiences that are entertaining can boost arousal and, in turn, foster loyalty. The study also emphasizes the significance of crafting engaging and entertaining experiences to stimulate arousal in consumers. Originality/value This study contributes to the existing literature on the experience economy by providing empirical evidence of the relationships between different experiential dimensions and consumer behavior. The findings highlight the pivotal role of esthetics, entertainment, and escapism in enhancing visitor arousal within cultural institutions, which subsequently fosters customer loyalty. Esthetics was found to be the most important factor influencing arousal. This means that attractive environments deeply engage visitors' senses and emotions. This finding agrees with Quadri-Felitti and Fiore (2013), who concluded that esthetics is crucial for creating positive memories and building loyalty in wine tourism. Similarly, Manthiou et al. (2014) discovered that esthetics significantly affects how vividly people remember festivals and their loyalty to them, highlighting the importance of creating memorable experiences. Entertainment also had a strong positive effect on arousal. This supports the findings of Manthiou et al. (2014), who showed that entertainment significantly boosts loyalty by enhancing visitor experiences. Escapism also positively influenced arousal, although not as strongly as esthetics and entertainment. This aligns with Girish and Chen (2017), who found that escapism contributes to genuine and engaging experiences, which in turn increase attendee satisfaction and loyalty in festival settings. Education did not have a significant effect on arousal, which was unexpected. This differs from studies like Kastenholz et al. (2017), who found that educational experiences do influence arousal and satisfaction in rural tourism. Furthermore, this suggests that in cultural institutions, simply providing information or learning opportunities might not create strong emotional responses that lead to loyalty. It highlights the need to combine educational content with esthetic and entertaining elements to enhance its impact. This idea aligns with Brzovska et al. (2020), who discovered that educational and esthetic experiences positively affect arousal and memory. The originality of this study lies in its focus on cultural institutions and events, areas that have been largely overlooked in prior research in the context of the experience economy, which has predominantly concentrated on tourism and wine tourism settings, with limited attention to its implications for cultural institutions or events (Oh et al., 2007; Kastenholz et al., 2017; Brzovska et al., 2020; Quadri-Felitti and Fiore, 2012; Mehmetoglu and Engen, 2011; Manthiou et al., 2011; Manthiou et al., 2014). By identifying which dimensions have the most significant impact on arousal and loyalty, businesses can optimize their experiential offerings better to meet the needs and preferences of their target audience. This research provides valuable insights for marketers and businesses aiming to create engaging experiences that enhance arousal and drive customer loyalty in cultural institutions. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, INCREASING CUSTOMERS’ BRAND AWARENESS WITH INFLUENCER MARKETING: A FOCUS ON INSTAGRAM(International Scientific Conference Economic and Social Development, 2021-12-02); As social media marketing is becoming an advantage for companies, they are increasingly investing in influencer marketing i.e. digital influencers to endorse their brands. Digital influencers are ordinary people that generate a base of followers by creating and posting content with an expertise in a certain area. They monetize their base by endorsing brands for a fee. This study examines social media users’ involvement in Instagram influencer following and their perceived trust in Instagram influencer branded content with the aim to determine how they affect customer’s brand awareness. For the purposes of the research study an online questionnaire was sent to Instagram users in the Republic of North Macedonia using the non-probabilistic purposive sampling method. The multiple linear regression method was applied to a set of effective 77 responses, using the statistical software SPSS to test hypotheses. The results indicate that involvement in Instagram influencer following positively affects customer’s brand awareness. This study is the first, as known by the authors, to examine the effect of involvement and perceived trust on customer’s brand awareness with the focus on Instagram. This study is also the first, as known by the authors, to examine the direct effect of involvement and perceived trust on brand awareness, as opposed to their mediating role being already analyzed in the literature. At the end of the study, conclusions along with theoretical contributions and practical implications, are given. Especially important are the recommendations given for companies and their marketing departments regarding influencer marketing activities on Instagram when it comes to improving customer’s awareness of the existence of their brand. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, DIFFERENCES IN CONSUMERS’ BRAND AWARENESS BASED ON LEVEL OF INVOLVEMENT IN INFLUENCER FOLLOWING(Institute of Economic Sciences, Belgrade, Serbia., 2022-10); MOTIVATION Companies use influencer marketing by targeting key individuals, i.e., "influencers" with similar values as the brands they collaborate with and that help companies in reaching their potential consumers (More & Lingam, 2017). Influencers significantly influence consumer attitudes and behavior (Liu et al., 2015; Grafström et al., 2018). This study is based on Consumer Involvement Theory, proposed by O’Cass (2000) that explains the existence of different types of consumer involvement. RESEARCH QUESTION Having in mind the value of influencers as opinion leaders and shapers of consumers’ perceptions and behavior related to brands (Castillo & Fernández, 2019), the purpose of this study is to determine whether Instagram users differ in brand awareness based on their level of involvement in Instagram influencer following. We base our study on the assumption that the level of involvement influences consumers’ brand awareness. METHODOLOGY An online questionnaire was sent on a purposive sample of active Instagram users in North Macedonia, and we analyzed the responses from 76 respondents that follow influencers. ANOVA test was used to prove that social media users with different level of involvement differ regarding their awareness of the brand being advertised by influencers. To assess construct validity, we used EFA. Principal component analysis with Varimax rotation confirmed factors as conceptualized in the literature. RESULTS The p-value less than the significance level p<0.05 proves that there are statistically significant differences in consumers’ brand awareness between Instagram users with different level of involvement in influencer following. CONTRIBUTION We add great value to scientific community and marketing practitioners since this study is the first, as known by the authors, to focus on consumers’ involvement in influencer following as a cause for differences in consumers’ brand awareness, with a focus on a single social network, Instagram. Most of previous studies have focused on the effect of consumers’ involvement on advertising effectiveness (Petty & Schumann, 1983) or consumers’ brand trust (Delgado-Ballester & Munuera-Alemán, 1999). - Some of the metrics are blocked by yourconsent settings
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Item type:Publication, The Impact of Attitudes Toward Green Advertising on Brand Image and Consumer Purchase Intentions(2024-12);