Катедра - Маркетинг
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Ирена Богоевска-Гаврилова е родена во Скопје. По завршување на средното образование во гимназијата “Орце Николов“ во Скопје, своето високо образование го продолжува на Економски факултет-Скопје при Универзитетот “Св. Кирил и Методиј“ во Скопје. Дипломира на департманот Е-бизнис, академската 2012 година, со просечен успех 9,72, при што се стекнува со стручен назив: дипломиран економист. Истата година го продолжува своето образование и на вториот циклус на студии при Економски факултет-Скопје, на студиската програма по Маркетинг, каде што во рок ги завршува сите обврски по студиската програма со просечна оценка 10,00. Во 2015 година, со одбрана на својот завршен труд под наслов: “Перцепциите на вработените за улогата на маркетинг-менаџерите во трговските друштва во Македонија“, се стекнува со стручен назив: магистер на економски науки во областа на Маркетинг. Во 2020 година се запишува на третиот циклус студии при Докторската школа на УКИМ, поле: економски науки, област: маркетинг. Дисертацијата на тема: „МАРКЕТИНГОТ ПРЕКУ ИНФЛУЕНСЕРИ И НАМЕРАТА ЗА КУПУВАЊЕ: ФОКУС НА КРЕДИБИЛИТЕТОТ И ДОВЕРБАТА ВО БРЕНД-СОДРЖИНАТА НА СОЦИЈАЛНИТЕ МЕДИУМИ” ја брани на 14.2.2025 година. Со тоа се стекнува со научниот степен доктор на науки од научната област економски науки. На Економскиот факултет-Скопје е ангажирана во академската 2012-2013 година, како демонстратор, во 2020 година е избрана во соработничко звање асистент докторанд на катедрата за Маркетинг, додека во 2025 година е избрана во наставна-научно звање доцент, на предметот Креативност и маркетинг на содржина.
Активно и на високо ниво ги познава англискиот, германскиот и италијанскиот јазик. Има одлично познавање на алатките на SPSS, AMOS, Adobe Dreamweaver, Adobe Photoshop и Adobe Illustrator, како и познавање на HTML компјутерски јазик.
Креативност и маркетинг на содржина – прв циклус, летен семестар, IV година
1. Trpeska, M., Bozhinovska Lazarevska, Z., Atanasovski, A., Dionisijev, I., Malchev, B., Tocev, T., Brzovska, E., Ristevska-Jovanovska, S., Palamidovska-Sterjadovska, N. and Bogoevska-Gavrilova, I. (2025), „The new normal in the post-Covid period in two areas: the audit profession and the experience economy“, Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje. Available at: http://hdl.handle.net/20.500.12188/30092 |
2. Palamidovska-Sterjadovska, N., Rasul, T., Lim, W.M., Ciunova-Shuleska, A., Ladeira, W.J., De Oliveira Santini, F. and Bogoevska-Gavrilova, I. (2025), “Service quality in mobile banking”, International Journal of Bank Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJBM-02-2024-0105 |
3. Ciunova-Shuleska, A., Palamidovska-Sterjadovska, N., Bogoevska-Gavrilova, I. and Mihajlov, M. (2024), “To comment or not? The role of brand-related content type on social media”, Economic Research-Ekonomska Istraživanja, Vol. 37 No. 1, pp. 1-18. DOI: 10.1080/1331677X.2024.2308876 |
4. Ciunova-Shuleska, A., Palamidovska-Sterjadovska, N. and Bogoevska-Gavrilova, I. (2022), “What drives liking different brand-related social media content?”, Marketing Intelligence & Planning, Vol. 40 No. 4, pp. 542-556. https://doi.org/10.1108/MIP-08-2021-0277 |
5. Levkov, N., Bogoevska-Gavrilova, I. and Trajkovska, M. (2022), “PROFILE AND FINANCIAL BEHAVIOUR OF CRYPTO ADOPTERS – EVIDENCE FROM MACEDONIAN POPULATION SURVEY”, South East European Journal of Economics and Business, Vol. 17 No. 2, pp. 172-185. DOI: 10.2478/jeb-2022-0022 |
6. Bogoevska-Gavrilova, I. and Ciunova-Shuleska, A. (2022), “SOURCE CREDIBILITY THEORY APPLIED TO INFLUENCER MARKETING”, Economic Development, Vol. 24 No. 3, pp. 71-86. https://www.doi.org/10.55302/ED22243071bg |
7. Ciunova-Shuleska, A., Palamidovska-Sterjadoska, N. and Bogoevska-Gavrilova, I. (2022), “The Role of Social Capital in Contributing to Lifestyle Brand-Related Content on Social Media”, Economy, Business and Development: An International Journal, Vol. 3 No. 1, pp. 29-43. https://doi.org/10.47063/ebd.00009 |
8. Bogoevska-Gavrilova, I. (2023), “Unraveling Influencer Loyalty: Examining the Impact of Source Credibility”, in Trpeska, M. (Ed.), 4th international scientific conference Economic and Business Trends Shaping the Future, 9-10 November 2023, Faculty of Economics-Skopje, SS. Cyril and Methodius University in Skopje, Skopje, North Macedonia, pp. 60-71. http://doi.org/10.47063/EBTSF.2023.0005 |
9. Brzovska, E., Ristevska-Jovanovska, S., Palamidovska-Sterjadovska, N. and Bogoevska-Gavrilova, I. (2023), “MEMORABLE EXPERIENCES: BUILDING LOYAL VISITORS TO CULTURAL INSTITUTIONS”, in Petrović, N. and Ćirović, M. (Eds.), XIV Conference of Business and Science SPIN’23 DIGITAL AND GREEN ECONOMY DEVELOPMENT, 6-7 November 2023, University of Belgrade – Faculty of Organizational Sciences, Belgrade, Serbia, pp. 632-641. |
10. Cvetkoska V., Palamidovska-Sterjadovska, N., Ciunova-Shuleska, A. and Bogoevska-Gavrilova, I. (2022), “Mapping the Structure of Customer Engagement: Fifteen Years of Research”, in Trpeska, M. (Ed.), 3rd international scientific conference Economic and Business Trends Shaping the Future, 10-11 November 2022, Faculty of Economics-Skopje, SS. Cyril and Methodius University in Skopje, Skopje, North Macedonia, pp. 303-315. http://doi.org/10.47063/EBTSF.2022.0029 |
11. Bogoevska-Gavrilova, I. and Ristevska-Jovanovska, S. (2022), “THE EFFECT OF INSTAGRAM INFLUENCER MARKETING: WHAT AFFECTS CUSTOMER’S PURCHASE INTENTION? THE ROLE OF INVOLVEMENT IN INFLUENCER FOLLOWING AND PERCEIVED TRUST IN INFLUENCER’S BRAND RELATED CONTENT”, in Katrandzhiev, H. (Ed.), International Scientific Conference Strategic Planning and Marketing in Digital World, 26 November 2021, University of National and World Economy, Sofia, Bulgaria, pp. 146-158. |
12. Ciunova-Shuleska, A., Palamidovska-Sterjadovska, N., Cvetkoska, V. and Bogoevska-Gavrilova, I. (2022), “Ten Years of Customer Engagement Research in Tourism and Hospitality: A Bibliometric Analysis”, in Vrček, N., Guàrdia, L. and Grd, P. (Eds.), Central European Conference on Information and Intelligent Systems, 21-23 September 2022, Faculty of Organization and Informatics, University of Zagreb, Zagreb, Croatia, pp. 33-40. |
13. Ristevska-Jovanovska, S. and Bogoevska-Gavrilova, I. (2021), “INCREASING CUSTOMERS’ BRAND AWARENESS WITH INFLUENCER MARKETING: A FOCUS ON INSTAGRAM”, in Taheri, B., Damnjanovic, A. and Bogavac, M. (Eds.), 75th International Scientific Conference on Economic and Social Development, 02-03 December 2021, Varazdin Development and Entrepreneurship Agency and University North, Belgrade, Serbia, pp. 105-112. |
14. Bogoevska-Gavrilova, I. (2024), “IMPACT OF INSTAGRAM INFLUENCERS’ CONTENT ON CONSUMER PURCHASE INTENTION”, in Atanasovski, A. (Ed.), ANNUAL OF THE FACULTY OF ECONOMICS-SKOPJE, Faculty of Economics-Skopje, SS. Cyril and Methodius University in Skopje, Skopje, North Macedonia, pp. 25-37. |
15. Bogoevska-Gavrilova, I. (2023), “EXPLORING THE LINK BETWEEN BRAND AWARENESS AND CONSUMER INVOLVEMENT IN SOCIAL MEDIA INFLUENCER FOLLOWING”, in Atanasovski, A. (Ed.), ANNUAL OF THE FACULTY OF ECONOMICS-SKOPJE, Faculty of Economics-Skopje, SS. Cyril and Methodius University in Skopje, Skopje, North Macedonia, pp. 23-35. |
16. Bogoevska-Gavrilova, I. (2022), “THE ROLE OF CONSUMER INVOLVEMENT IN INFLUENCER FOLLOWING ON INFLUENCERS’ CREDIBILITY PERCEPTIONS”, in Atanasovski, A. (Ed.), ANNUAL OF THE FACULTY OF ECONOMICS-SKOPJE, Faculty of Economics-Skopje, SS. Cyril and Methodius University in Skopje, Skopje, North Macedonia, pp. 7-21. |
17. Bogoevska-Gavrilova, I. (2021), “HOW INSTAGRAM INFLUENCERS’ CONTENT VALUE AFFECTS CONSUMERS’ BRAND AWARENESS”, in Atanasovski, A. (Ed.), ANNUAL OF THE FACULTY OF ECONOMICS-SKOPJE, Faculty of Economics-Skopje, SS. Cyril and Methodius University in Skopje, Skopje, North Macedonia, pp. 41-55. |
18. Bogoevska-Gavrilova, I. and Ciunova-Shuleska, A. (2024), „Decoding Source Credibility: How it Influences Trust in Informative Brand-Related Content and Customer Purchase Intentions“, in Palamidovska-Sterjadovska, N. (Ed.), 5th International scientific conference Economic and Business Trends Shaping the Future, 14-15 November 2024, Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, Skopje, North Macedonia, pp. 18-22. |
19. Ristevska-Jovanovska, S., Serafimovska, I. and Bogoevska-Gavrilova, I. (2024), „The Impact of Attitudes Toward Green Advertising on Brand Image and Consumer Purchase Intentions“, in Palamidovska-Sterjadovska, N. (Ed.), 5th International scientific conference Economic and Business Trends Shaping the Future, 14-15 November 2024, Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, Skopje, North Macedonia, pp. 23-27. |
20. Ristevska-Jovanovska, S., Brzovska, E. and Bogoevska-Gavrilova, I. (2024), „Experience Economy in Cultural Institutions: Arousal to Customer Loyalty“, in Palamidovska-Sterjadovska, N. (Ed.), 5th International scientific conference Economic and Business Trends Shaping the Future, 14-15 November 2024, Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, Skopje, North Macedonia, pp. 28-31. |
21. Bogoevska-Gavrilova, I. and Ciunova-Shuleska, A. (2022), „SOURCE CREDIBILITY THEORY APPLIED TO INFLUENCER MARKETING“, in Janevski, Z. (Ed.), International scientific conference Contemporary Challenges of Economic Growth and Sustainability of Businesses, 1 June 2022, Institute of Economics- Skopje, SS. Cyril and Methodius University in Skopje, Skopje, North Macedonia, pp. 119-120. |
22. Bogoevska-Gavrilova, I. and Ristevska-Jovanovska, S. (2022), “DIFFERENCES IN CONSUMERS’ BRAND AWARENESS BASED ON LEVEL OF INVOLVEMENT IN INFLUENCER FOLLOWING”, in Zdravkovic, A., Stancheva-Gigov, I., Lazić, M. and Hadži Naumova-Mihajlovska, K. (Eds.), 14th International Scientific Conference “European Economies after COVID-19: Challenges and Implications for the Macroeconomic Policy, 27-28 October 2022, Institute of Economic Sciences, Belgrade, Serbia, pp. 105-107. |
23. Ciunova-Shuleska, A., Palamidovska-Sterjadovska, N. and Bogoevska-Gavrilova, I. (2021), „DOES SOCIAL CAPITAL FOCUS DETERMINE USERS’ INTENTIONS TO LIKE, COMMENT AND SHARE LIFESTYLE BRAND-RELATED CONTENT ON SOCIAL MEDIA?”, in Santa, M. (Ed.), 2nd International scientific conference Economic and Business Trends Shaping the Future, 13 November 2021, Faculty of Economics-Skopje, SS. Cyril and Methodius University in Skopje, Skopje, North Macedonia, p. 112. |