Review article

Why Vendors Use Influencers

Mihael Plečaš orcid.org/0000-0002-8971-2543 ; Libertas međunarodno sveučilište
Ozana Malenica ; Libertas međunarodno sveučilište

Abstract

The results of Malenica’s research show that there is no influence of influencers on consumers’ buying decisions. Given the fact that influencers exist and companies that use influencers exist as well, it is reasonable to conclude that there are consumer groups that are affected by influencers. The research subject is the respondents’ views on the impact of influencers on their purchasing decisions. The aim of the paper is to explain why influencers are used although the conclusion of Malenica’s research is that there is no influence of influencers on consumers’ purchasing decisions. Based on the testing of hypotheses, the research conclusions are that there is a difference in the views of younger and older respondents about the influence of influencers on their purchasing decisions. In the younger group of respondents, aged 12 - 26 years, there is the influence of influencers, in contrast to older subjects, aged 45 and over, who are not affected by such influence. There is also a negative correlation between respondents’ age and influencers’ influence. By increasing age, the influence of influencers on buying decisions is decreasing.

Keywords

the influence of influencers; younger consumers; older consumers

Hrčak ID:

252108

URI

https://hrcak.srce.hr/252108

Publication date:

2.12.2020.

Article data in other languages: croatian

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