Literature review: Examining Social Media Influencer in Viral Marketing

Kód výsledku v 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>

Výsledek na webu

<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

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Jazyk výsledku

angličtina

Název v původním jazyce

Literature review: Examining Social Media Influencer in Viral Marketing

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Literature review: Examining Social Media Influencer in Viral Marketing

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název statě ve sborníku

Proceedings of the 16th International Scientific Conference INPROFORUM - DIGITALIZATION Society and Markets, Business and Public Administration

ISBN

978-80-7394-976-1

ISSN

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e-ISSN

2336-6788

Počet stran výsledku

5

Strana od-do

8-13

Název nakladatele

Jihočeská univerzita v Českých Budějovicích

Místo vydání

České Budějovice

Místo konání akce

České Budějovice

Datum konání akce

3. 11. 2022

Typ akce podle státní příslušnosti

CST - Celostátní akce

Kód UT WoS článku

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