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

Author

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  • Kamil Roman

    (Maria Curie-Sklodowska University in Lublin)

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.

Suggested Citation

  • Kamil Roman, 2020. "The Role of Influencers in Shaping Consumer Purchasing Decisions in the Dietary Supplement Industry in Poland," Postmodern Openings, Editura Lumen, Department of Economics, vol. 11(1), pages 93-110, February.
    • Handle: RePEc:lum:rev3rl:v:11:y:2020:i:1:p:93-110
    DOI: https://doi.org/10.18662/po/110
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    More about this item

    Keywords

    purchasing decisions; dietary supplements; influencer; influencer marketing; e-commerce;
    All these keywords.

    JEL classification:

    • A23 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - Graduate

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