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Scientific paper - Original scientific paper
Impact of Influencers to the Selection of Certain Products and Services
ENTRENOVA - ENTerprise REsearch InNOVAtion, 6 (2020), 1; 422-429. urn:nbn:hr:124:008374
Garbin Praničević, Daniela

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Garbin Praničević, D. (2020). Impact of Influencers to the Selection of Certain Products and Services. ENTRENOVA - ENTerprise REsearch InNOVAtion, 6. (1), 422-429. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:008374

Garbin Praničević, Daniela. "Impact of Influencers to the Selection of Certain Products and Services." ENTRENOVA - ENTerprise REsearch InNOVAtion, vol. 6, no. 1, 2020, pp. 422-429. https://urn.nsk.hr/urn:nbn:hr:124:008374

Garbin Praničević, Daniela. "Impact of Influencers to the Selection of Certain Products and Services." ENTRENOVA - ENTerprise REsearch InNOVAtion 6, no. 1 (2020): 422-429. https://urn.nsk.hr/urn:nbn:hr:124:008374

Garbin Praničević, D. (2020) 'Impact of Influencers to the Selection of Certain Products and Services', ENTRENOVA - ENTerprise REsearch InNOVAtion, 6(1), pp. 422-429. Available at: https://urn.nsk.hr/urn:nbn:hr:124:008374 (Accessed 27 July 2024)

Garbin Praničević D. Impact of Influencers to the Selection of Certain Products and Services. ENTRENOVA - ENTerprise REsearch InNOVAtion [Internet]. 2020 [cited 2024 July 27];6(1):422-429. Available at: https://urn.nsk.hr/urn:nbn:hr:124:008374

D. Garbin Praničević, "Impact of Influencers to the Selection of Certain Products and Services", ENTRENOVA - ENTerprise REsearch InNOVAtion, vol. 6, no. 1, pp. 422-429, 2020. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:124:008374. [Accessed: 27 July 2024]

Metadata
Title (english)Impact of Influencers to the Selection of Certain Products and Services
AuthorDaniela Garbin Praničević https://orcid.org/0000-0002-9341-7598
Author's institutionUniversity of Split
Faculty of economics Split
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Business Informatics
Abstract (english)
Social networks such as Instagram, Facebook, YouTube, blog, and/or Twitter are already recognized as welcome starting points for influencers ready to start their business. "Influencer" refers to people with intensive activity on social networks, people with many followers but also candidates willing to pay for their influence and to promote some brands. This paper research goal is to determine to what extent the influencers on social networks affect the customers when selecting certain products and services. Within the theoretical background, it is elaborated as follows: (i) the relationship between “influencers” activities and the business sector, (ii) influencers’ domain of affecting the business, (iii) influencers ’mode of doing business, and (iv) the predictions related to “influencers” business model development. The empirical part provides descriptive statistics of the impact induced within one social network (i.e. Instagram) on the demand for particular products, namely tourist destination. The practical contribution of the paper derives from analyzing of one social network „influencing potential” toward a particular market segment, while the academic contribution presents new insights into dynamics between business and influencers as phenomena.
Keywords (croatian)
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review - international
Publication versionPublished version
Journal titleENTRENOVA - ENTerprise REsearch InNOVAtion
Numberingvol. 6, no. 1, pp. 422-429
e-ISSN2706-4735
URN:NBNurn:nbn:hr:124:008374
Publication2020
Document URLhttps://hrcak.srce.hr/250969
Type of resourceText
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-07-17 16:56:04