| Title |
Nuomonės formuotojų poveikio skirtingų kartų vartotojams vertinimas |
| Translation of Title |
Assessing the impact of opinion leaders on consumers of different generations. |
| Authors |
Vorobjova, Justina |
| Full Text |
|
| Pages |
82 |
| Keywords [eng] |
opinion leaders ; the impact of opinion leaders ; consumers of different generations |
| Abstract [eng] |
The opinion leader marketing industry has been developing rapidly in recent years, with consumers paying more attention to information provided by opinion leaderss rather than direct advertising online. Therefore, opinion leaders have a strong influence on consumer behavior. In this regard, opinion leaders can be effectively used to promote various products and brands. However, research reveals that the impact of opinion leaders on consumers of different generations is uneven. Currently, there is not enough research that would reveal the aspects of the impact of opinion leaders on consumer behavior of different generations. The problem under study is defined by the problematic question: how is the impact of opinion formers assessed by consumers of different generations? The object of the study is the impact of opinion leaders on consumers of different generations. The aim of the study is to assess the impact of opinion leaders on consumers of different generations. Research objectives: to reveal the concept of opinion leaders and the dimensions of their impact on consumers of different generations; to present a classification of different generations and to analyze the characteristics of behavior; to form a theoretical model of the impact of opinion leaders on different generations of consumers; to assess the impact of opinion leaders on the behavior of consumers of different generations from the point of view of cosmetics consumers. |
| Dissertation Institution |
Kauno technologijos universitetas. |
| Type |
Master thesis |
| Language |
Lithuanian |
| Publication date |
2026 |
