Social media are currently experiencing great success and their power to influence consumers is growing. The role of opinion leaders in social media marketing is taking over by the so-called influencers who can significantly influence shopping and decision-making behaviour of consumers. Influencer marketing is becoming more popular and forces companies to redistribute their media budgets for this purpose. The objective of this paper is to find out how influencer marketing, a part of digital marketing, is perceived by consumers. The authors provide theoretical definition of the term influencer marketing and its components, define the characteristics of the social media, social networks, the tools of the social network marketing. The authors also explain the differences between influencer marketing and celebrity endorsement and discuss potential cooperation with influencers. The paper presents the selected results of the survey focused on consumer perception of influencer marketing.
ŽÁK, Štefan – HASPROVÁ, Mária. The Impact of Influencer Marketing on Consumer Behaviour. In Trends and Challenges in the European Business Environment: Trade, International Business and Tourism. International Scientific Conference. Trends and Challenges in the European Business Environment: Trade, International Business and Tourism : Proceedings of the 6th International Scientific Conference, October 17 – 18, 2019 (Mojmírovce, Slovak Republic). – Bratislava : Vydavateľstvo EKONÓM, 2019. ISBN 978-80-225-4646-1, pp. 477-486 CD-ROM.