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Cited by 22Digital Marketing and Social MediaMarketing and Advertising StrategiesSMEs Development and Digital Marketing

The DOI matches its Crossref record; 33 of the 33 references it cites were found in a registry or an index.

Influencers as a segment of digital marketing communication: Generation Y attitudes

Open access
Vukmirović, Valentina, Kostić-Stanković, Milica, Domazet, Ivana·2020·Marketing
DOI 10.5937/markt2002098v
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Abstract

The aim of the research presented in this paper is to provide insights into marketing communication changes induced by digital transformation and social media use. Contemporary marketing communication strategies are observed in the context of dominant information sources shift, as well as demographic trends that have placed Generation Yin marketing theorists' and practitioners' focus of interest. This paper examines the role and significance of prominent social media users - influencers in creating contemporary marketing communication. Considering the fact that modern customers are characterized by a high degree of digital sophistication, the research in this paper focused on the prominence of social media as main sources of information sharing. This paper presents the results of an empirical research which aim was to examine the attitudes of Generation Y members in Serbia regarding influencer marketing. The contribution of this paper is reflected in the critical analysis of obtained results, thus increasing the corpus of relevant knowledge.

Overview

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Registry

Crossref · 10.5937/markt2002098v

Cites

33 of 33 references verified0 citation errors · 0 not checkable

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Citations

Cites

Research works printed but not linked: 3

  1. Gardašević, J., Ćirić, M. & Carić, M. (2018). Razumevanje motiva korišćenja društvenih mreža u funkciji unapređenja komunikacije sa potrošačima. Marketing - Časopis za ekonomsku teoriju i praksu. 49(4), 311-320.;
  2. Gibson, L. A. & Sodeman, W. A. (2014). Millennials and technology: Addressing the communication gap in education and practice. Education and Development Journal, 32, 63-75. In D'alessandro, C. (2018). Recruitment Tools for Reaching Millennials: The Digital Difference. International Journal of Quantitative Methods. 17. 1-17. doi:10.1177/1609406918774446.; · DOI
  3. Peković, J., Zdravković, S. & Pavlović, G. (2019). Influenseri sa društvenih mreža kao prediktor namera potrošača. Marketing - Časopis za ekonomsku teoriju i praksu. 50(3), 207-216.;

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Metadata

Authors
Vukmirović, V., Kostić-Stanković, M., & Domazet, I.
Affiliations
  • Institute of Economic Sciences (RS)
  • University of Belgrade (RS)
ORCID
Venue
Marketing
Publisher
Centre for Evaluation in Education and Science (CEON/CEES)
Published
2020
Volume
51
Issue
2
Pages
98-107
ISSN
  • 0354-3471 (ISSN-L)
  • 2334-8364
DOI
10.5937/markt2002098v
OpenAlex
W3089147922
Cited by
19
References
32
Citations by year
2026: 4 · 2025: 6 · 2024: 2 · 2023: 3 · 2022: 3 · 2021: 1
FWCI
2.34
Type
journal article
Language
en
Open access
Licence
Locations
  • Marketing (publishedVersion, cc-by-sa)
  • IRIES institutional repository of scientific publications of Institute of Economic Sciences (Institute of Economic Sciences, Belgrade) (acceptedVersion)
  • Repository of the University of Belgrade Faculty of Organizational Sciences (RFOS) (submittedVersion, cc-by-sa)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Business and International Management › SMEs Development and Digital Marketing
Keywords
influencer marketing, millennials, Generation Z, social media, digital marketing communication, consumer attitudes, digital transformation, information sources, Serbia

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Data sources

Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.