Consumer Decision Making In Influencer Marketing

Influencers are present in our everyday lives, we see them at events, in advertisments, TV and papers, and in their „natural habitat†: social media. It is not surprising considering that the fact that E-WOM has a stronger impact on consumer decision-making than traditional advertising techniques has been known for a long time. Moreover, advertisements are now consciously ignored by consumers, making influencer marketing an excellent alternative where the opinion leader formulates and publishes the message him- or herself. These individuals seem more approachable compared to traditional celebrities, as they provide insight into their daily lives making it easier to identify with them. Brands, in turn, can collaborate with the right influencers to create positive associations in the minds of consumers. Nowadays, consumers get the needed information about the products from social media and, as a result, make purchases, also they trust even an unknown individual’s recommendation more than brand ads. Consistent posting and the presence of socially accepted values in the posts are essential elements in influencer marketing, which must be complemented by active engagement with the followers. It may be worthwhile to start with a look at the number of the followers before starting a collaboration, but the results of the researchers came to a different conclusion. Some of them found that a large following bases does not always represent a real influencing force and it is more rewarding to focus on shared content and the brand–influencer fit. Others found that the number of followers correlated positively with consumer engagement. Interestingly however, even though followers recognize that they are encountering advertised content, they still use the information gained in their decision-making, and even a specifically urging and activating tone can encourage them to purchase. Thus authenticity plays a cruical role for both parties, and for this reason it is crucial how the product and the influencer itself is indicated in the advertised content.