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

Author

Listed:
  • Dominika Reľovská

    (Constantine the Philosopher University in Nitra, Nitra, Slovak Republic)

  • Edita Štrbová

    (Constantine the Philosopher University in Nitra, Nitra, Slovak Republic)

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.

Suggested Citation

  • Dominika Reľovská & Edita Štrbová, 2021. "Perception of the digital influencer on Instagram and its impact on shopping behavior," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 16(3), pages 31-41.
    • Handle: RePEc:cub:journm:v:16:y:2021:i:3:p:31-41
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    More about this item

    Keywords

    instagram; influencer marketing; digital influencer; perception; consumer behaviour; social behaviour;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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