Influencer marketing and Its Impact on consumer lifestyles

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F20%3A00001978" target="_blank" >RIV/75081431:_____/20:00001978 - isvavai.cz</a>
Result on the web
<a href="http://ojs.wsb.edu.pl/index.php/fso/article/view/302/243" target="_blank" >http://ojs.wsb.edu.pl/index.php/fso/article/view/302/243</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.23762/FSO_VOL8_NO2_7" target="_blank" >10.23762/FSO_VOL8_NO2_7</a>

Result language
angličtina
Original language name
Influencer marketing and Its Impact on consumer lifestyles
Original language description
Influencer marketing is a form of marketing communication, using influencers to target consumers. It helps companies build their brand and loyalty based on consumers‘ trust in someone they know and admire. Given this fact the purpose of this study is to define the theoretical basis of the impact of influencer marketing on consumer lifestyles. This includes an analysis of the perception of influencer marketing by consumers in relation to consumer lifestyles by means of a questionnaire survey focused on Slovak consumers aged 15 and above. The research sample comprises 410 respondents. Based on the results of the questionnaire survey and the verification of statistical hypotheses, it is clear that influencer marketing has a significant impact on Slovak consumer lifestyles (especially on consumers younger than 35). Finally, the effects of influencer marketing on consumer lifestyles are highlighted, and proposals are put forward for its efficient implementation within companies.
Czech name
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Czech description
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Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50200 - Economics and Business

Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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