Exploring Influencing Marketing—Consumer Insights and Creators’ Perspectives

Anita Cornelia Szakal, Gabriel Brătucu, Eliza Ciobanu (), Ioana Bianca Chițu, Ana Alexandra Mocanu and Gheorghe Ialomițianu
Additional contact information
Anita Cornelia Szakal: Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania
Gabriel Brătucu: Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania
Eliza Ciobanu: Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania
Ioana Bianca Chițu: Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania
Ana Alexandra Mocanu: Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania
Gheorghe Ialomițianu: Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania

Sustainability, 2024, vol. 16, issue 5, 1-27

Abstract: Internet users consistently lean towards influencers who actively participate in their respective areas of interest, providing thorough information and genuine product reviews. These practices have the potential to positively influence the decision-making process related to purchasing. This study delves into the realm of influencer marketing, examining it from the viewpoints of both consumers and specialists. The study is based on the qualitative research, employing both individual in-depth interviews and a focus group. More precisely, the investigation included a series of six individual interviews with influencers from Romania and a focus group comprising eight participants to grasp their perceptions of influencer marketing campaigns. The findings underscore the importance of transparency and authenticity for content creators. Influencers tailor their content based on the platform they use, revealing an existing correlation among them, all while underscoring the significance of transparency and striving to maintain close connections with their followers. This study not only offers a fresh perspective on understanding consumers’ views regarding the activities of content creators in the online domain but also sheds light on influencers’ perspectives concerning collaborations, content creation, and their relationships within their community. Theoretical implications encompass the identification of novel behavioral traits among Romanian consumers regarding influencer marketing actions and contributes to a clearer understanding of the term influencer marketing.

Keywords: influencer marketing; content creators’ perspective; influencer marketing campaigns; social media platforms; sustainability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/16/5/1845/pdf (application/pdf)
https://www.mdpi.com/2071-1050/16/5/1845/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:16:y:2024:i:5:p:1845-:d:1344604

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().