Please use this identifier to cite or link to this item: http://hdl.handle.net/20.500.12188/28842
Title: The Impact of Influencers and Influencer Marketing on the Formation of Public Opinion: Perceptions of Croatian Students
Authors: Fotova Čiković, Katerina
Keček, Damira
Posavec, Jelena
Keywords: influencer
influencer marketing
Public opinion
Issue Date: 15-Dec-2023
Publisher: Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje
Conference: 4th international conference "Economic and Business Trends Shaping the Future"
Abstract: 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.
URI: http://hdl.handle.net/20.500.12188/28842
DOI: http://doi.org/10.47063/EBTSF.2023.0004
Appears in Collections:Conference Proceedings: Economic and Business Trends Shaping the Future

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