Evaluating the Impact and Perception of Influencer Marketing Among Romanian Consumers—Insights from Quantitative Research

Anita Cornelia Szakal (), Gabriel Brătucu, Eliza Ciobanu, Ioana Bianca Chițu, Ana Alexandra Mocanu, Marius Bălășescu and Gheorghe Ialomițianu
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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
Marius Bălășescu: 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

Administrative Sciences, 2024, vol. 14, issue 11, 1-23

Abstract: Currently, one of the most widely used marketing techniques is influencer marketing, but is its true impact on Romanians truly understood? This article aims to establish the perception of influencer marketing activities by Romanian consumers. A quantitative study was conducted, gathering 618 responses through an online questionnaire. It was found that 92% of the respondents made at least one purchase based on content creator recommendations, with Instagram being perceived as the most impactful platform for such campaigns. However, the success of these campaigns relies on several strategic elements. These include selecting content creators who align with the product or service being promoted and ensuring that the influencer’s audience demographics match the target audience. Companies must also prioritize transparency and the seamless integration of products into influencers’ daily lives, as well as considering factors like content type, the frequency of posts, and budget. The results indicate that well-structured influencer partnerships, particularly on Instagram, enhance consumer trust and enhance marketing impact. These insights offer valuable guidance for developing effective digital marketing strategies emphasizing to specific business needs.

Keywords: social media; consumer behavior; social media marketing; influencer marketing; digital marketing; consumers’ purchase behavior; consumer opinions (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2024
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