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This study aims to assess the efficacy of social media advertising and influencer marketing, using sales, page engagement, brand perceptions and buying intentions as the dependent variables. To achieve the objectives of this study, the researchers ran six advertisements and opted to make use of the same adverts for both the influencer marketing and...
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... The study also highlights an influencer priming effect. Users tend to be put off by the interruption of TV, Facebook, and YouTube ads (Jarrar, 2020), but if they have seen an influencer post from the same campaign beforehand, they are more ready to watch the TV ad and not dismiss it out of hand. The research was conducted by using the eye tracker model Gazepoint GP3HD, with a 150 Hz sampling rate, and a GSR model Gazepoint Biometrics, integrated for data collection in Gazepoint Analysis UX Edition software, v.5.3.0. ...
The purpose of this research is to analyze the influence on consumer perception through neuromarketing methods as well as to analyze the influence of two-step flow theory supported by neuromarketing methods. The choice of different forms of neuromarketing, the popularity of influencers and their opinion leadership has resulted in the convergence of the promotion of products and brands. By considering neuromarketing methods and techniques, the research objective is to determine the cognitive perception that customers have of the stimuli transmitted by influencers. The two-step theory proposes that influencers as opinion leaders have a stronger effect on the public than the media to a sense of trust and the virtual relationship people have with them. To fulfil the research objective set, the authors used description, analysis, synthesis, and inductive and deductive research methods as the research technique to measure the cognitive processing of stimuli published by social media influencers.
... The study also highlights an influencer priming effect. Users tend to be put off by the interruption of TV, Facebook, and YouTube ads (Jarrar, 2020), but if they have seen an influencer post from the same campaign beforehand, they are more ready to watch the TV ad and not dismiss it out of hand. The research was conducted by using the eye tracker model Gazepoint GP3HD, with a 150 Hz sampling rate, and a GSR model Gazepoint Biometrics, integrated for data collection in Gazepoint Analysis UX Edition software, v.5.3.0. ...
The family as a social unit significantly influences the behaviour of all individuals within it, as well as the behaviour of individuals as consumers. When observing consumer behaviour, the influence of family is viewed through two aspects: its influence on the personal characteristics, attitudes, values, and other characteristics of an individual, and its influence on the consumer purchasing process. Households can influence consumers either directly or indirectly. They could be intermediaries between larger social systems and indirectly influence the formation of thought processes, consumer desires, attitudes, and motivations. The family directly influences certain stages of the purchasing process, as well as on purchase of the product itself. The most important role of family is raising children. As mediators in the transferring of social value, families have an important societal position. The most significant changes that have happened within families are the changing traditional roles of women in families and households. The role of women in contemporary times has become increasingly important when compared to the past. »Modern women« build their own careers, but they also want their opinions and decisions to be respected, and they are also active decision- makers in their family circle. Therefore, the goal of this study to determine the role of women as decision-makers in the family, with an emphasis on the purchase decisions.
... In addition to this, it is stated that the influencers successfully transfer the information about a specific product or service, and they increase brand awareness. Jarrar et al. (2020) state that influencer marketing is very effective on immediate sales. ...
The purpose of this study is to evaluate the effects of the influencers' perceived characteristics (informativeness, perceived ease of use, and admiration) on purchase intention and purchase behavior. The main population of this research is people who use social media and follow at least one influencer. IBM SPSS 20 and SmartPLS 3.3.3 package programs were used in the analysis. In the study, confirmatory factor analysis and Structural Equation Modeling (SEM) analysis were performed to test the relationships in the proposed research model, respectively. As a result of the structural equation modeling analysis, it was found that informativeness, perceived ease of use, and admiration have significant and positive direct effects on purchase intention. In addition, informativeness, perceived ease of use, and admiration have significant and positive indirect effects on purchase behavior. The main contribution of this study to the literature is not only to explain the effects of informativeness, perceived ease of use, and admiration on purchase intention but also to comprehensively reveal the effects of these variables on both purchase intention and purchase behavior by considering them together in the context of influencer marketing.
This article aims to identify and assess the factors that representatives of Generation Z in Poznań believe determine their entrepreneurial attitudes. Using a combination of literature analysis and a diagnostic survey of students at Poznań University of Economics, the study reveals how local socio-economic conditions and educational opportunities affect entrepreneurial aspirations. The results underscore the importance of tailoring educational and policy initiatives to the specific needs of young entrepreneurs in Poznań, emphasizing practical education, support for local business initiatives and the city's entrepreneurial heritage. The results provide deeper insight into the relationship between generational characteristics and the local context, while suggesting directions for further research, such as comparative analyses with other Polish cities to examine regional differences in entrepreneurial attitudes.
