Influencers as a Segment of Digital Marketing Communication – Generation Y Attitudes

Vukmirović, Valentina and Kostić-Stanković, Milica and Domazet, Ivana (2020) Influencers as a Segment of Digital Marketing Communication – Generation Y Attitudes. Marketing: časopis Jugoslavenskog udruženja za marketing JUMA, 51 (2). pp. 98-107. ISSN 0354-3471

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Abstract

The aim of the research presented in this paper isto 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 sourcesshift, as well as demographic trendsthat have placed Generation Yin marketing theorists‘ and practitioners‘ focus of interest. This paper examinesthe role and significance of prominentsocial media users–influencersin creating contemporary marketing communication. Considering the fact that modern customers are characterized by a high degree of digitalsophistication, the research in this paper focused on the prominence ofsocial media as main sources of information sharing. This paper presentsthe results of an empirical research which aim was to examine the attitudes of Generation Y membersin Serbia regarding influencer marketing. The contribution of this paper isreflected in the critical analysis of obtained results, thusincreasing the corpus of relevant knowledge.

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