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Gazdálkodástudományi Közlemények (DE-journals) Szerző szerinti böngészés "Balogh, Balázs"
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Tétel Szabadon hozzáférhető influencer marketing megítélésének vizsgálata netnográfiával a Z-generáció körében(2024-04-22) Balogh, BalázsIt is a general tendency, that there are several significant differences between the judgement of generations owing to the nature of the given era and to globalisation. That is also the case with the so-called ‘influencer marketing’, which became one of the most divisive marketing strategies. As a consequence of digital revolution and the integration of social media into our everyday life, the number of these influencers has risen, and it continues to grow day-by-day. Furthermore, the phrase is so well-known in our word-hoard nowadays, that everybody, from the youth to the older generations, has heard it at least once in use. But what sorts of associations are created about influencer marketing by different generations, especially by Gen Z, which is the most interested in this topic? The aim of this study is to examine the whole phenomenon and find the most adequate answer for this question using the so-called netnography. The netnography is a qualitative research method, which provides opportunity to analyse the undisturbed communication of online communities. It is essential to understand the huge diversity of opinions regarding influencer marketing because it can be helpful for those companies, that are thinking about the effectiveness of this strategy for an authentic advertising campaign, or even for individuals, who are considering building an own personal brand. This study is the first, initial phase of a broader research about social media marketing.