Future influencers from a sales, Marktering and Mandgement Perspective

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

Future influencers from a sales, Marktering and Mandgement Perspective

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Future influencers from a sales, Marktering and Mandgement Perspective

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2018

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

10

Strana od-do

1526-1535

Název nakladatele

MELANDRIUM

Místo vydání

Slaný

Místo konání akce

Praha

Datum konání akce

1. 1. 2018

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

000455809400151