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The role of online-communities and internet influencers in consumer behavior on the Russian perfumery marketтезисы доклада
- Авторы: Berezka S., Sheresheva M., Talnova A.
- Сборник: Conference book. Annual GSOM Emerging Markets Conference 2019
- Тезисы
- Год издания: 2019
- Место издания: St. Petersburg State University Graduate School of Management St. Petersburg, Russia
- Первая страница: 252
- Последняя страница: 254
- Аннотация: This study addresses consumers' decision-making process of online-communities participants in the Russian perfumery market through determining important criteria and exploring the role of internet-influencers. The special attention is paid to the impact of community opinion leaders, community members, and non-members reviews on consumer preferences. The purpose of the study is to understand the role of different types of internet influencers in consumers' decision-making process. A structured questionnaire was distributed among Russian-speaking perfumery focused online-communities and communities that have no strong thematic framework. The sample size of the study was 635. Statistical data analyses were conducted in order to identify consumer segments and the difference in decision-making by segments. Based on cluster analysis two segments of consumers in Russian perfumery market were identified: advanced and general consumers. The preliminary results show that is typical to the advanced consumer to use perfumes targeted to men or women audience regardless of their gender and worth the opinion of industry experts higher.
- Добавил в систему: Березка Светлана Михайловна
Прикрепленные файлы
| № | Имя | Описание | Имя файла | Размер | Добавлен |
|---|---|---|---|---|---|
| 1. | Полный текст | 2019_GSOM_EMC_Berezka.pdf | 391,9 КБ | 8 декабря 2019 [SBerezka] |