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Impact of Influencers to the Selection of Certain Products and Services

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Virtual Conference, 10-12 September 2020

Author

Listed:
  • Garbin Praničević, Daniela

Abstract

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 analysing 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.

Suggested Citation

  • Garbin Praničević, Daniela, 2020. "Impact of Influencers to the Selection of Certain Products and Services," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2020), Virtual Conference, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Virtual Conference, 10-12 September 2020, pages 422-429, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr20:224708
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    References listed on IDEAS

    as
    1. Andrea Galeotti & Sanjeev Goyal, 2009. "Influencing the influencers: a theory of strategic diffusion," RAND Journal of Economics, RAND Corporation, vol. 40(3), pages 509-532, September.
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    More about this item

    Keywords

    Influencers' social networks; business models; tourism destination;
    All these keywords.

    JEL classification:

    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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