Original scientific paper
https://doi.org/10.46672/zsl.10.11.4
ANALYSIS OF THE IMPACT OF DIGITAL MARKETING CHANNELS ON CONSUMER BEHAVIOR – SOCIAL NETWORKS AND INFLUENCERS AS FACTORS OF CHANGE
Marina Guzovski
orcid.org/0000-0002-2365-503X
; Libertas International University
Abstract
The paper analyzes the transformation of consumer behavior through digital marketing channels, with a special emphasis on social networks and the role of influencers. Social networks stand out as a key communication channel because they enable two-way interaction, exchange of experiences and the influence of reviews and recommendations on purchasing decisions. Empirical research was conducted on a sample of 89 respondents, with the aim of understanding the influence of digital channels on all stages of the purchasing process – from identifying needs, searching for information and evaluating alternatives, to decision-making and post-purchase experience. The results show that most respondents have a medium to high level of familiarity with social networks, with Instagram occupying a dominant position as a source of information about products. The most influential content in the purchasing decision-making process is user reviews and influencer recommendations, while online advertising has a moderate impact. The research conclusions indicate that an active brand presence on social networks increases consumer awareness, digital content shapes the decision-making process, and influencer recommendations and promotional content contribute to consumer motivation and satisfaction.
Keywords
digital marketing, social networks, consumer behavior, influencers, e-commerce, digital channels
Hrčak ID:
343914
URI
Publication date:
31.12.2025.
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