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

Vukmirović, Valentina; Kostić-Stanković, Milica; Domazet, Ivana

doi:10.5937/markt2002098v

Cited by 6 publications

(4 citation statements)

References 21 publications

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“…Generation Y members, the so-called millennials, represent an important market segment for which digital marketing content is created. The upbringing of this generation was accompanied by the development of digital technologies, which influenced the way they think, approach information and process them (Vukmirović, Kostić-Stanković & Domazet, 2020). Undoubtedly, the effects of digital marketing communication on this market segment will be even more evident when correlated with realized sales results.…”

Section: Resultsmentioning

confidence: 99%

Customer Experience and Integrated Marketing Communication in the Automotive Lubricants Market

Cvetkov-Čikošev,

Domazet,

Vukmirović

2021

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With the advent of new digital communication channels, the use of media for marketing purposes is changing dynamically and fundamentally. Also, the manners of using different media sources in order to obtain the requested information are diversified, which inevitably affects when, where and in what way potential customers choose certain brands. Accordingly, the aim of this paper is to identify the way in which customer makes the decision to purchase and consume a particular brand. This implies analyzing the key points of contact between the brand and customers, which leads to the desired profitability of the behavior of targeted customers. This paper presents the results of a research conducted in 2018, within the relevant group of respondents, for the automotive oil and lubricant industry and the observed brand Nisotec. The obtained results indicated the complexity of the decision-making process of targeted customers, because they differ in the manner and degree of traditional and digital media use, customer behavior and attitude towards the industry and other interests, which conditions the brand response in terms of creating an optimal strategy of integrated marketing communications.

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Section: Resultsmentioning

confidence: 99%

Customer Experience and Integrated Marketing Communication in the Automotive Lubricants Market

Cvetkov-Čikošev,

Domazet,

Vukmirović

2021

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“…Moreover, social media influencer marketing has been found to be particularly effective in increasing brand awareness among younger consumers. In their study, Vukmirović et al (2020) found that social media influencer marketing has a significant impact on brand awareness among Generation Y and Z consumers, with Instagram being the most effective platform for influencer marketing. Overall, these studies demonstrate the positive relationship between social media influencer marketing and brand awareness.…”

Section: Social Media Influencer Marketing and Brand Awarenessmentioning

confidence: 99%

Unveiling the Dynamics: Exploring the Stimulus-Organism-Response (Sor) Model in the Context of Social Media Influencer Marketing, Electronic Word of Mouth, and Purchase Decisions, With a Focus on the Mediating Role of Brand Awareness

YAQUB,

ATIF,

WASEEM

et al. 2023

BBE

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In recent years, YouTube, Facebook, and Instagram, which were originally designed to only provide users with a means of sharing and consuming content, have emerged as major channels for marketing products and services. The exceptional growth of online users in Pakistan makes social media advertising prevalent in the country. In addition to that, the use of electronic word of mouth and social media influencers has become one of the most recent forms of advertising in response to this shift. The goal of this research was to determine if and how brand awareness influences the effectiveness of social media influencer marketing, the spread of positive product reviews online, and ultimately, customer purchases. This study used the SOR Model to analyze how social media influencer marketing, brand awareness, electronic word of mouth, and consumer decisions are related. Quantitative methods were used since they were thought to be the most effective way to complete the study. In addition, 385 responses from those who utilize social media were gathered for this analysis. Using a convenience sampling technique, online questionnaires were used to collect data. Furthermore, data were analyzed through SPSS V- 21 for statistical analysis and Smart PLS-SEM for modeling and hypothesis testing. Considering the study's objectives, the measuring model, structural model, and mediation analysis were evaluated for validity. A significant finding of the study was that brand awareness, electronic word of mouth, and social media influencer marketing were associated with consumer purchase decisions. Additionally, the current study has filled a literature gap by identifying potential opportunities for further research on this topic in the context of online marketing and e-commerce in Pakistan.

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“…As noted in Ayob et al (2023) and Vukmirović et al (2020), the rise of social media influencers has fundamentally shifted the marketing landscape, with these "key opinion leaders" now playing a critical role in shaping millennial consumer attitudes and behaviors. By identifying and partnering with the right social media influencers, brands can amplify their reach and credibility among millennial audiences.…”

Section: Influence Of Social Media and Key Opinion Leadersmentioning

confidence: 99%

Unlocking the Power of Data: Effective Data-Driven Marketing Strategies to Engage Millennial Consumers

Rolando,

Mulyono

2024

Transekonomika

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As the marketing landscape continues to evolve, data-driven strategies have emerged as a critical component in effectively reaching and engaging with the millennial consumer demographic. In the age of big data, data driven marketing has become a powerful tool for businesses seeking to gain a competitive edge and optimise customer engagement. This paper provides a comprehensive literature review on effective data-driven marketing strategies to reach millennial consumers. It explores the use of big data and social relationship maps to identify key influencers and leverage their reach for exponential information dissemination. Additionally, the review examines various approaches and tactics for engaging with millennial consumers using data-driven techniques. Key findings suggest that effective data-driven marketing strategies can significantly enhance consumer engagement, brand loyalty, and overall marketing effectiveness. The paper aims to provide insights and understanding of the current research and best practices in data-driven marketing strategies for targeting the millennial demographic.

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

Cited by 6 publications

References 21 publications

Customer Experience and Integrated Marketing Communication in the Automotive Lubricants Market

Customer Experience and Integrated Marketing Communication in the Automotive Lubricants Market

Unveiling the Dynamics: Exploring the Stimulus-Organism-Response (Sor) Model in the Context of Social Media Influencer Marketing, Electronic Word of Mouth, and Purchase Decisions, With a Focus on the Mediating Role of Brand Awareness

Unlocking the Power of Data: Effective Data-Driven Marketing Strategies to Engage Millennial Consumers

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