The aim of the research presented in this paper isto provide insights
into marketing communication changes
induced by digital transformation and social media use. Contemporary marketing
communication strategies are observed
in the context of dominant information
sourcesshift, as well as demographic
trendsthat have placed Generation Yin
marketing theorists‘ and practitioners‘
focus of interest. This paper examinesthe
role and significance of prominentsocial
media users–influencersin creating
contemporary marketing communication.
Considering the fact that modern customers are characterized by a high degree of
digitalsophistication, the research in this
paper focused on the prominence ofsocial media as main sources of information
sharing. This paper presentsthe results
of an empirical research which aim was
to examine the attitudes of Generation Y
membersin Serbia regarding influencer
marketing. The contribution of this paper
isreflected in the critical analysis of obtained results, thusincreasing the corpus of
relevant knowledge
