Add to ORKGInfluencers are very common in online marketing. Our study claims that the influencer concept can also be applied to digital transformation projects. Influencers of digital transformation projects may contribute to visualise the benefits and to convince the end users of these projects. Therefore, we introduce the “influencer” as a new concept for user participation and investigate how it enhances the conversational key-user concept. We conducted an explorative study in small and medium-sized enterprises (SMEs), which implemented either the key user or the influencer as participation concepts for digital transformation projects. We explored the relevance of influencers, by highlighting the differences of both concepts (i.e. influencer and ke...
Due to the digitalization consumers are becoming more educated as media users and more critical of c...
The importance of influence on decision-making amongst consumers has for long been emphasised within...
In the globalisation era, digital influencers have become a key communication source of the 21st cen...
Digital entrepreneurship is growing worldwide during the past two decades. Influencer entrepreneursh...
Influencer marketing practices are growing on social media channels, while the usage of other mass-m...
abstract: This paper looks at the growth of influencer marketing in application and how it has shift...
The online revolution has developed digital marketing, and how businesses connect with new consumers...
The aim of this article is to analyse the impact that traditional advertising and online advertising...
Purpose The purpose of this study is to examine influencer marketing’s effect on customer-based bran...
Social media has changed the way people communicate, advertise, and purchase goods. Consequently, co...
Social media has become a prolific tool for companies to build their brands. An effective way to int...
This thesis project was implemented to deepen the author’s understanding of the topic of influencers...
Communication and relationship building have become easier thanks to technological advances such as ...
The digital era has introduced many changes in the consumer. Social media and especially social netw...
In the contemporary globalised markets opinion leaders play a vital role in the process of the purch...
Due to the digitalization consumers are becoming more educated as media users and more critical of c...
The importance of influence on decision-making amongst consumers has for long been emphasised within...
In the globalisation era, digital influencers have become a key communication source of the 21st cen...
Digital entrepreneurship is growing worldwide during the past two decades. Influencer entrepreneursh...
Influencer marketing practices are growing on social media channels, while the usage of other mass-m...
abstract: This paper looks at the growth of influencer marketing in application and how it has shift...
The online revolution has developed digital marketing, and how businesses connect with new consumers...
The aim of this article is to analyse the impact that traditional advertising and online advertising...
Purpose The purpose of this study is to examine influencer marketing’s effect on customer-based bran...
Social media has changed the way people communicate, advertise, and purchase goods. Consequently, co...
Social media has become a prolific tool for companies to build their brands. An effective way to int...
This thesis project was implemented to deepen the author’s understanding of the topic of influencers...
Communication and relationship building have become easier thanks to technological advances such as ...
The digital era has introduced many changes in the consumer. Social media and especially social netw...
In the contemporary globalised markets opinion leaders play a vital role in the process of the purch...
Due to the digitalization consumers are becoming more educated as media users and more critical of c...
The importance of influence on decision-making amongst consumers has for long been emphasised within...
In the globalisation era, digital influencers have become a key communication source of the 21st cen...