Cicvaric Kostic, S., & Ivanovic, A., & Okanovic, M.(2018). Influencer marketing in a social media context. Conference Paper. Symorg.
Cicvaric Kostic & Ivanovic, and Okanovic (2018) examined the trend in social media to help explain influencer marketing in the social media context by determining its foundation/roots in word of mouth marketing. The study was motivated by the rise in the use of marketing campaigns on social media. Currently, the increase in use of social networks has revolutionized the ways that brands and companies communicate with consumers. There is enough data to prove that a higher number of millennial consumers' choice to purchase is influenced by peer buying decisions. As a result, some influencers will become a significant staple in marketing.