Future influencers from a sales, Marktering and Mandgement Perspective
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F29142890%3A_____%2F18%3A00033712" target="_blank" >RIV/29142890:_____/18:00033712 - isvavai.cz</a>
Result on the web
<a href="https://msed.vse.cz/msed_2018/article/190-Riha-David-paper.pdf" target="_blank" >https://msed.vse.cz/msed_2018/article/190-Riha-David-paper.pdf</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Future influencers from a sales, Marktering and Mandgement Perspective
Original language description
In sales and marketing, influencers play a central role. Previous research shows that recommendations from a third party (i.e., influencers) are regarded as being more reliable than the brand itself (Weinswig 2016). In the relevant literature, influencers are defined as individuals who have the power to affect purchase decisions of others because of their (real or perceived) authority, knowledge, position (function) or relationship. In terms of consumer spending, members of a peer group or reference group act as influencers. In business-to-business organizational) buying, internal employees (engineers, managers, purchasers) or external consultants act as influencers. Consequently, marketers need to take these factors into account when marketing decisions are made. This is especially the case in strategic and operative sales and marketing. Another aspect that needs to be considered concerns future trends, which implicates the future relevance and role of influencers. The aim of this research is to shed some light on this issue. For this purpose, a multinational study will be conducted, whose aim is to determine the most relevant developments and highlight potential novel strategic sales and marketing opportunities. As a result, practical guidelines and a scholarly research foundation are provided, research gaps identified and proposals for future research suggested.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
N - Vyzkumna aktivita podporovana z neverejnych zdroju
Others
Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
The 12th International Days of Statistics and Economics Conference Proceedings
ISBN
978-80-87990-14-8
ISSN
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e-ISSN
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Number of pages
10
Pages from-to
1526-1535
Publisher name
MELANDRIUM
Place of publication
Slaný
Event location
Praha
Event date
Jan 1, 2018
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
000455809400151