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UVODNIK

Akademija MM, 2020-12, Vol.15 (29), p.6-8

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Title:
UVODNIK
Author: Bodlaj, Mateja
Subjects: Consumer behavior ; Consumers ; Coronaviruses ; Corporate sponsorship ; COVID-19 ; Influencer marketing ; Literature reviews ; Medical research ; Pandemics ; Social networks ; Social research
Is Part Of: Akademija MM, 2020-12, Vol.15 (29), p.6-8
Description: The papers presented in this issue of Akademija MM contribute to the development of marketing knowledge in Slovenia and can help marketers practitioners in business decision-making, while academic researchers might be encouraged to identify new research questions and to conduct further research. In the empirical part, she presents the findings of a qualitative study in the form of semi-structured interviews, which critically point out that the strategic role of marketing function in companies insufficiently developed. The present empirical study can serve as an important starting point for further research on the role of influencer marketing and it is interesting not only for tourist service providers, but also for researchers interested in factors of consumer behaviour. In the literature review, they find that very few studies have examined the impact of consumer engagement on social networking sites (SNS) on consumer behaviour in the physical environment.
Publisher: Ljubljana: Drustvo za Marketing Slovenije - DMS
Language: English;Slovenian
Identifier: ISSN: 1408-1652
Source: AUTh Library subscriptions: ProQuest Central

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