IMPACT OF INFLUENCER MARKETING ON CONSUMER BEHAVIOR

Abstract

Current trends in marketing communication present influencer marketing as a new tactic in marketing strategy solutions. The article is focused on the impact of influencer marketing on consumer behavior. The aim of the article is to find out, based on questionnaire surveys results, whether selected segment of consumers considers influencer marketing to be important factors affecting their consumer behavior. Given the results of a questionnaire survey conducted by ourselves, a group of women who follow the influencers was defined for the Y generations, i. e. age range from 19 to 25 years. The basic feature of this generation is technical prowess, so the results corresponds to the interest of respondents.