The Role of Influencers in Shaping Consumer Purchasing Decisions in the Dietary Supplement Industry in Poland

Kamil Roman ()
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Kamil Roman: Maria Curie-Sklodowska University in Lublin

Postmodern Openings, 2020, vol. 11, issue 1, 93-110

Abstract: The article presents the results of empirical research conducted on a group of 622 respondents. The aim of the research was to define the role of influencers in customer purchasing decisions on the example of the dietary supplement industry. The analysis showed that factors such as age, gender and place of residence have an impact on the social perception of influencers and their role in shaping the purchasing decisions of the surveyed respondents. The article also includes the results of analyses aimed at verifying whether the frequency and activity of the respondents use of social media has an impact on the way they make their purchases.

Keywords: purchasing decisions; dietary supplements; influencer; influencer marketing; e-commerce (search for similar items in EconPapers)
JEL-codes: A23 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:lum:rev3rl:v:11:y:2020:i:1:p:93-110

DOI: 10.18662/po/110

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