Literature review: Examining Social Media Influencer in Viral Marketing

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F22%3A63554718" target="_blank" >RIV/70883521:28120/22:63554718 - isvavai.cz</a>
Result on the web
<a href="https://www.ef.jcu.cz/images/EF/veda-a-vyzkum/konference-a-souteze/INPROFORUM/proceedings-of-the-16th-international-scientific-conference-inp_p49122.pdf" target="_blank" >https://www.ef.jcu.cz/images/EF/veda-a-vyzkum/konference-a-souteze/INPROFORUM/proceedings-of-the-16th-international-scientific-conference-inp_p49122.pdf</a>
DOI - Digital Object Identifier
—

Result language
angličtina
Original language name
Literature review: Examining Social Media Influencer in Viral Marketing
Original language description
The concept of viral marketing has been researched for many years but has earned a new meaning with the intense use of social networks, which have become essential part of our daily lives. The use of social media applications provides not only countless possibilities of advertising and commerce, but also instant communication between marketers and consumers. The new types of ‘opinion leaders’, who spread electronic word of mouth through numerous platforms such as YouTube or Instagram, are labelled ‘social media influencers’. In this paper, we explore the relationship between social media influencers, viral marketing, and bridges between related concepts to better understand and improve online marketing strategies. Although many researchers address various concepts on interrelated topics, the questions of origin of virality remain unclear.
Czech name
—
Czech description
—

Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 16th International Scientific Conference INPROFORUM - DIGITALIZATION Society and Markets, Business and Public Administration
ISBN
978-80-7394-976-1
ISSN
—
e-ISSN
2336-6788
Number of pages
5
Pages from-to
8-13
Publisher name
Jihočeská univerzita v Českých Budějovicích
Place of publication
České Budějovice
Event location
České Budějovice
Event date
Nov 3, 2022
Type of event by nationality
CST - Celostátní akce
UT code for WoS article
—

Similar results(10)