Influencers as a segment of digital marketing communication: Generation Y attitudes

The aim of the research presented in this paper is to 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 sources shift, as well as demographic trends that have placed Generation Yin marketing theorists' and practitioners' focus of interest. This paper examines the role and significance of prominent social media users - influencers in creating contemporary marketing communication. Considering the fact that modern customers are characterized by a high degree of digital sophistication, the research in this paper focused on the prominence of social media as main sources of information sharing. This paper presents the results of an empirical research which aim was to examine the attitudes of Generation Y members in Serbia regarding influencer marketing. The contribution of this paper is reflected in the critical analysis of obtained results, thus increasing the corpus of relevant knowledge.