| Abstract [eng] |
In the modern context of the abundance of different media and promotional content, brands are becoming increasingly difficult to draw the consumers’ attention and retain it. For this reason, there is a need to carry out brand communication not only in traditional ways, but also through social media influencers. By working with social media influencers, close relationship with consumers and better sales results are achieved. Such the results are achieved through the influential mechanisms of social media influencers on consumers. They are described in the scientific literature (e. g. parasocial relation, desire to mimic, fear of missing out, etc.). The vast majority of research papers focus on the characteristics of social media influencers that may impact the consumer behaviour (e. g. attractiveness, prestige, expertise, informativeness and interactivity). However, there is a lack of research to discuss the differences in social groups of consumers, which may lead to their attitudes towards social media influencers and brands they represent. Based on the differences between different generations in different fields, it can be assumed that the impact of the characteristics of social media influencers on the consumer behaviour would differ. Therefore, the following problematic issue is formulated in this paper: what is the impact of the characteristics of social media influencers on different generation consumer behaviour? |
