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Influencer Marketing as a Modern Phenomenon Creating a New Frontier of Virtual Opportunities

100%
KÁDEKOVÁ Z., HOLIENČINOVÁ M.
Communication Today
|
2018
|
vol. 9
|
issue 2
90–105
EN
Social media influencers are winning over the Internet with their outstanding work and presence. Their opinions have a powerful impact on people, especially on young generation. We can mark them as a modern phenomenon that has seen a huge increase in cooperation with marketing agencies over recent years. More and more people are following such influencers so that they do not miss out on their content. Brands flock to such influencers for mentions, reviews and recommendations. Even though influencer marketing is a relatively new strategy, it continues to be a viable solution for marketers who are willing to think outside the box while building relationships with their target market. The aim of the study is to offer a comprehensive reflection on influencer marketing opportunities and determine the impact of influencers on consumer behaviour of Generations Y and Z. We wanted to find out whether influencers, who promote products, can attract potential customers and encourage them for purchase, as well as find differences between the given consumer generations. In order to meet the objectives of the study, own research was conducted (459 respondents from the Slovak Republic belonging to Generations Y and Z were involved in the inquiry). The research findings confirm that there are significant differences between the above-mentioned consumer generations in the area of impact of influencers on consumer behaviour, which leads to different marketing opportunities. For statistical processing of the results, we used the Kruskal-Wallis Test, Kolmogorov-Smirnov Test, Fisher’s Exact Test and Dunn’s Test of Contrasts.
2

RETRO MARKETING – A POWER OF NOSTALGIA WHICH WORKS AMONG THE AUDIENCE

81%
HOLOTOVÁ M., KÁDEKOVÁ Z., KOŠIČIAROVÁ I.
Communication Today
|
2020
|
vol. 11
|
issue 2
148 - 164
EN
The nostalgia behind historic brands and trends is definitely making large waves in the consumer market. With a good idea, even the most modern company can engage in a retro revolution. Studies suggest that nostalgia encourages consumers to spend their money by promising an immediate return in the form of happy memories. The reason why retro marketing has become increasingly popular in recent years is the linking of the brand and the customer at a deeper, emotional level. Brands, especially those that served as milestones of a particular generation should design a heart-warming nostalgia marketing strategy to make a product appeal to a target market. Lots of organisations are falling back into retro marketing as a strategy to increase sales and they are raking in profits. The aim of the study is to present the relevance and possibilities of using ‘retro trend’ in marketing communication and to point out the power of nostalgia between different age generations. In this scholarly article, examples of retro-communication of global and local food brands are presented. The current marketing situation is described by outcomes of similar studies provided by professional agencies, and economic benefits concerning retro communication campaigns are also provided. In order to meet the objectives of the study, our own research was conducted (530 respondents from the Slovak Republic belonging to Generations Z, Millennials, Generation X and Baby Boomers were involved in the research). The research findings confirmed the significance of retro marketing communication and its impact on consumers attitudes between the abovementioned age generations. For statistical processing of the results, we used the Kruskal-Wallis Test, Dunn’s Test of Contrasts, Fisher’s Exact Test and Chi-Square Test of Independence.
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