Influencer marketing and Its Impact on consumer lifestyles

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Influencer marketing and Its Impact on consumer lifestyles

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Influencer marketing and Its Impact on consumer lifestyles

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50200 - Economics and Business

Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2020

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Forum Scientiae Oeconomia

ISSN

2300-5947

e-ISSN

—

Svazek periodika

8

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

PL - Polská republika

Počet stran výsledku

12

Strana od-do

109-120

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85102863467