Innovative Marketing: The New Role of Social Influencers

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F17%3A00004206" target="_blank" >RIV/46747885:24310/17:00004206 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Innovative Marketing: The New Role of Social Influencers

Original language description

The work addresses the changes social media have brought to business today and deals with the impact these changes have on small businesses. The main part of the work focuses on the trend of social influencers, whose role is gradually evolving. Social influencers are no longer merely a tool for marketing communication and an intermediary of brand marketing of well-known brands; they now are directly involved in brokering sales and thus function as distributors to a certain degree. The work deals with the question of how small businesses can use this trend to increase their ability to compete on the market and presents a sales model that takes into account the new role of social influencers. The proposed model was created on the basis of the theory of autopoiesis, i.e. a system capable of maintaining itself without external help, and also builds on one of the basic principles of general systems theory. In the second part of the work, a study was conducted between social influencers in the Czech and Slovak republics with the aim of determining the current state of partnerships between social influencers and the commercial sphere and to identify the attitude of the survey participants toward the commission remuneration system on which the proposed innovative model is built. Given the focus of the work on small businesses, the survey addressed social influencers with a small number of fans, i.e. those whose services are not as expensive as in the case of the leading social influencers.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50603 - Organisation theory

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2017

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Liberec Economic Forum 2017

ISBN

978-80-7494-349-2

ISSN

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e-ISSN

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Number of pages

7

Pages from-to

506-512

Publisher name

Technical University of Liberec

Place of publication

Liberec

Event location

Liberec

Event date

Jan 1, 2017

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

000426486500057