| Abstract [eng] |
Summary The rapid development of technology and websites has led organizations to move to social media by using influencers. Scientific literature analysis revealed that interactions in social media that are based on experience of influencers marketing have an impact to consumer behaviour, however there is a lack of comprehensive research what is the relationship between influencer marketing and consumer behaviour. This made it possible to define the scientific problem of this work, which is specified by the question: what is the relationship between influencer marketing and consumer behaviour? Object – relationship between influencer marketing and consumer behaviour. Aim – to reveal relationship between influencer marketing and consumer behaviour. Objectives: 1) define the concept and characteristics of influencers; 2) reveal influencers marketing origins, concept and benefits; 3) compile and substantiate a the oretical model of relationship between influencer marketing and consumer behaviour; 4) Empirically examinerelationship between influencer marketing and consumer behaviour. The following data collection methods were used in the work: analysis of scientific literature, statistical data analysis, questionnaire survey and data analysis methods: descriptive statistical analysis, Cronbach's alpha coefficient analysis, paired, canonical correlation and linear regression analysis. Based on the scientific insights of influencer marketing and consumer behaviour, a theoretical model of the relationship between influencer marketing and consumer behaviour is developed and substantiated. After an empirical examination of the conceptual model of the relationship between influencer marketing and consumer behaviour, the impact of influencer marketing on consumer behaviour was established. The impact of influencer marketing in the decision-making process to make a purchase is revealed through the influencers’ personal characteristics (attractiveness, professionalism, expertise, popularity, communicability, innovation) and message content (informative, unique, relevant, emotional, valuable, trustworthy, emotional). Influencer marketing has the strongest impact at the advocacy stage of the decision – making process to make a purchase, a slightly smaller but also strong influence in the after-sales service phase. The results of the research revealed that there is a relationship between the influencer marketing and consumer behaviour. |
