THE IMPACT OF DIGITAL INFLUENCERS ON THE EFFECTIVENESS OF BRAND COMMUNICATION
DOI:
https://doi.org/10.24867/05GI14CilegKeywords:
Brand, Brand communication, Digitization, Opinion Leader, Internet, Social NetworksAbstract
Due to the large number of products and services on the market, companies strive to gain a competitive advantage, that is, to make their products a brand. The promotion and advertising of the products itself happens on the internet and on social networks, since they are taking the primacy of other traditional ways of advertising at high speed.
The aim of the paper is to show how much digital opinion leaders have today on the effectiveness of brand communication.
The paper analyzes digital influencers and their impact on brands, as well as their impact on brand communication effectiveness.
References
[1] Nikolić, S. T., Stanković, J., & Dejanović, A. (2015). brend menadžment savremena a(tra)kcija. Novi Sad: FTN Izdavaštvo
[2] Vračar, D. (2010). Strategije tržišnog komuniciranja. Beograd: Ekonomski Fakultet Univerziteta u Beogradu
[3] prof. dr Mančić, B. (1991). Ponašanje potrošača. Beograd: Univerzitet u Beogradu, Ekonomski fakultet
[4] Flow, T. (2008). New Media An Introduction. South Melbourne: Oxford University Press
[5] Popov, V. (2017, Decembar 5). Informatizacija, digitalizacija i digitalna transformacija- u čemu su razlike? Preuzeto Avgust 30, 2019 sa startit: starit.rs/informatizacija-digitalizacija-i-digitalna-transformacija-u-cemu-su-razlike/
[6] Paliaga, M., & Mihajlović, J. (n.d.). Marketing putem društvenih mreža. Preuzeto Avgust 30, 2019 sa https://zir.nsk.hr/islandora/object/foi%3A4437/datastream/PDF/view
[7] Nikolic, M. (2014, April 5). Prednosti internet marketinga. Preuzeto Avgust 30, 2019 sa Marinanikoliconline.com: marinanikoliconline.com/prednosti-internet-marketinga/
[8] Grbavac, J., & Grbavac, V. (2014, Maj 2). Pojava društvenih mreža kao globalnog komunikacijskog fenomena. Media, culture and public relations, str. 206-219.
[9] Ioanid, A., & Militaru, G. (2015). Social Media Strategies for Organizations Using Influencers Power. EuropeanScientific Journal, 1857-7431
[2] Vračar, D. (2010). Strategije tržišnog komuniciranja. Beograd: Ekonomski Fakultet Univerziteta u Beogradu
[3] prof. dr Mančić, B. (1991). Ponašanje potrošača. Beograd: Univerzitet u Beogradu, Ekonomski fakultet
[4] Flow, T. (2008). New Media An Introduction. South Melbourne: Oxford University Press
[5] Popov, V. (2017, Decembar 5). Informatizacija, digitalizacija i digitalna transformacija- u čemu su razlike? Preuzeto Avgust 30, 2019 sa startit: starit.rs/informatizacija-digitalizacija-i-digitalna-transformacija-u-cemu-su-razlike/
[6] Paliaga, M., & Mihajlović, J. (n.d.). Marketing putem društvenih mreža. Preuzeto Avgust 30, 2019 sa https://zir.nsk.hr/islandora/object/foi%3A4437/datastream/PDF/view
[7] Nikolic, M. (2014, April 5). Prednosti internet marketinga. Preuzeto Avgust 30, 2019 sa Marinanikoliconline.com: marinanikoliconline.com/prednosti-internet-marketinga/
[8] Grbavac, J., & Grbavac, V. (2014, Maj 2). Pojava društvenih mreža kao globalnog komunikacijskog fenomena. Media, culture and public relations, str. 206-219.
[9] Ioanid, A., & Militaru, G. (2015). Social Media Strategies for Organizations Using Influencers Power. EuropeanScientific Journal, 1857-7431
Downloads
Published
2019-11-28
Issue
Section
Industrial Engineering and Management
