Title: Consumers' responses on the emergence of influencer marketing in Greek market place

Authors: Dimitrios Theocharis; Eugenia Papaioannou

Addresses: Mediterranean College, Business School, Thessaloniki, Greece ' Dept. of Applied Informatics, University of Macedonia, Greece

Abstract: Today, companies tend to spend a great deal of their resources to attract public attention and influence the decision-making process. In their effort, they usually ignore the fact that consumers are in many cases affected by other people who trust them. In this context, influencer marketing is a new and very important issue that is a trend in the marketing industry and it is seen as a new way to influence purchasing decisions in the chaotic environment of the internet and social media. Based on the above, this research aimed to investigate the views of consumers towards influencers. A questionnaire was used to conduct the survey and the results showed, among other things, that mega influencers are considered to be the most appealing, macro influencers are considered to be highly specialised, while micro influencers are considered the most trusted and authentic.

Keywords: social media; influencers; influencers marketing.

DOI: 10.1504/IJTMKT.2020.111543

International Journal of Technology Marketing, 2020 Vol.14 No.3, pp.283 - 304

Received: 28 Feb 2019
Accepted: 07 Jun 2019
Published online: 30 Nov 2020 *

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