Perception of the digital influencer on Instagram and its impact on shopping behavior

Dominika Reľovská () and Edita Štrbová ()
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Dominika Reľovská: Constantine the Philosopher University in Nitra, Nitra, Slovak Republic
Edita Štrbová: Constantine the Philosopher University in Nitra, Nitra, Slovak Republic

Marketing Science & Inspirations, 2021, vol. 16, issue 3, 31-41

Abstract: The aim of the presented paper is to characterize the way of perception of digital influencers by users of the social network Instagram. Through a quantitative methodological approach, we identify the motives leading to the following of influencers and the perceived impact on the shopping behavior of Instagram users in terms of cultural, social, personal and psychological factors, as well as in terms of specific products. We also characterize the way followers perceive the marketing activities of influencers. In this paper, we discuss the penetration of research findings in the field of social marketing and increasing the level of critical thinking and engagement of today's young consumers.

Keywords: instagram; influencer marketing; digital influencer; perception; consumer behaviour; social behaviour (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:16:y:2021:i:3:p:31-41

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