Influence Amplified-Reference-Cited by-同舟云学术

Influence Amplified

Published:2024-02-19 Issue: Volume: Page:226-240
ISSN:2327-5502
Container-title:Advances in Marketing, Customer Relationship Management, and E-Services
language:
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Author:

Zekan Senka Borovac¹^ORCID,Fernandes Paula Odete²^ORCID,Borowska-Pietrzak A.³^ORCID,Biličić Slavica Galić⁴

Affiliation:

1. University of Split, Croatia

2. Polytechnic Institute of Bragança, Portugal

3. Faculty of Management, University of Gdansk, Poland

4. University Department of Professional Studies, Split, Croatia

Abstract

This chapter will unravel the intricacies of influencer marketing, from its origins to its contemporary significance. Through a meticulously crafted case study, the readers will get the practical implementation of influencer marketing, illustrating how a retail clothing brand leveraged the influence of digital personalities to amplify its reach and resonance. The case study explores the use of influencers and event promotion through social media platforms like Facebook and Instagram. The study delves into who influencers are, why and how much people trust them, and how they promote products and services. Using the example of announcing the opening of the Reserved store in Zadar, Croatia, the study analyses the influence of the online campaigns #ReservedforZadar and #Reservedforme on customers to visit and purchasing products from the Reserved store. An interview was conducted with the main organiser, who also holds the CEO position within the prominent LPP Group.

Publisher

IGI Global

Reference24 articles.

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4. Position and Importance of Influencers In Croatia. CroDiM;A.Biloš;International Journal of Marketing Science,2021

5. Brag, G. (2019). Predicting the future of influencer marketing: How Public Relations Experts perceive and measure the impacts of Influencer Marketing in their organizations. Research Gate.