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Vjerodostojnost online influencera videoigara i namjera kupnje
Društvena istraživanja, 2022-12, Vol.31 (4), p.683
ISSN: 1330-0288 ;EISSN: 1848-6096 ;DOI: 10.5559/di.31.4.06 ;CODEN: DSTRE5
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Title:
Vjerodostojnost online influencera videoigara i namjera kupnje
Author:
Boonchutima, Smith
;
Sankosik, Aniwat
Subjects:
attractiveness
;
expertise
;
namjere kupnje
;
pouzdanost
;
privlačnost
;
purchase intentions
;
source credibility
;
stručnost
;
trustworthiness
;
vjerodostojnost izvora
Is Part Of:
Društvena istraživanja, 2022-12, Vol.31 (4), p.683
Description:
U zadnje vrijeme, a posebno tijekom pandemije COVID-19, većina svakodnevnih aktivnosti premještena je na internet. Stoga su se marketinške strategije morale prilagoditi ovoj promjeni. To je dovelo do razvoja novih oblika marketinga, uključujući influencerski marketing. Iako se vjerodostojnost često teoretizira kao razlog zašto publika radije slijedi influencere nego slavne osobe, empirijski se dokazi razlikuju i nisu povezani s industrijom igara. Stoga je naš cilj u ovom radu bio ispitati predviđa li vjerodostojnost izvora (i njegova tri čimbenika: privlačnost, pouzdanost i stručnost) namjeru kupnje videoigara, kao i provjeriti jesu li pogrešne specifikacije modela uzrokovane zanemarenim uzročno- -posljedičnim vezama dovele do nedosljednosti zaključaka u dosadašnjim studijama. Rezultati utemeljeni na međunarodnom uzorku PewDiePiejevih sljedbenika (N = 238) potvrdili su obje ideje: vjerodostojnost izvora predviđa namjere kupnje, a pogrešne specifikacije modela vjerodostojnosti izvora mogle su dovesti do netočnih procjena u dosadašnjim studijama.
Publisher:
Institut društvenih znanosti IVO PILAR
Language:
Croatian;English
Identifier:
ISSN: 1330-0288
EISSN: 1848-6096
DOI: 10.5559/di.31.4.06
CODEN: DSTRE5
Source:
AUTh Library subscriptions: ProQuest Central
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