| Abstract [eng] |
In a constantly changing and dynamic world, the rapid development of web technologies and Web 2.0 have led companies to focus on social networking with opinion leaders. Research results show that communication based on the experience of opinion leaders in social networks has a positive impact on the perceptual and hedonistic value perceived by consumers. However, it is important not only to evaluate the influence of opinion leaders on the perceptual and hedonistic value perceived by consumers, but also to influence the behavior of consumers. In this context, the development and management of utilitarian, hedonistic values and purchasing behavior perceived by consumers are becoming an important objects of marketing studies. According to the research carried out, it can be said that it is relevant to theoretically and empirically justify the influence of opinion leader on social networking perception of consumers on utilitarian, hedonistic value and purchasing behavior, taking into account the characteristics of communicative message of opinion leaders and personal qualities conveyed through communication message. |
