Template-Type: ReDIF-Article 1.0
Author-Name: Dominika Reľovská
Author-Name-First: Dominika
Author-Name-Last: Reľovská
Author-Email: dominikar8989@gmail.com
Author-Workplace-Name: Constantine the Philosopher University in Nitra, Nitra, Slovak Republic
Author-Name: Edita Štrbová
Author-Name-First: Edita
Author-Name-Last: Štrbová
Author-Email: estrbova.ukf@gmail.com
Author-Workplace-Name: Constantine the Philosopher University in Nitra, Nitra, Slovak Republic
Title: Perception of the digital influencer on Instagram and its impact on shopping behavior
Abstract: The aim of the presented paper is to characterize the way of perception of digital influencers by users of the social network Instagram. Through a quantitative methodological approach, we identify the motives leading to the following of influencers and the perceived impact on the shopping behavior of Instagram users in terms of cultural, social, personal and psychological factors, as well as in terms of specific products. We also characterize the way followers perceive the marketing activities of influencers. In this paper, we discuss the penetration of research findings in the field of social marketing and increasing the level of critical thinking and engagement of today's young consumers.
Classification-JEL: M37
Keywords: instagram, influencer marketing, digital influencer, perception, consumer behaviour, social behaviour
Journal: Marketing Science & Inspirations
Pages: 31-41
Volume: 16
Issue: 3
Year: 2021
File-URL: https://msijournal.com/vnimanie-digitalneho-influencera-na-instagrame/
Handle: RePEc:cub:journm:v:16:y:2021:i:3:p:31-41