The Impact of Influencers on the Decision-Making Process Regarding the Purchase of the Brand Product

Abstract

Purpose – the aim of this paper is to study the impact of influencers on the decisionmaking process regarding the purchase of the brand product. Research methodology – the method of collecting data through a questionnaire and the contingency analysis to process the data were chosen for this research. Findings – the research revealed quite a degree of distrust of Slovak consumers in influencer marketing. This may be partly explained by the singularity of Slovaks and partly by the limitations of research. Research limitations – the limitation of research may be the fact that it is not possible to draw clear conclusions solely from the perspective of consumers because their actual view may differ from reality. To remove limitations of this kind it is advisable to repeat the questioning on another sample of respondents. Practical implications – the results are anticipated to enhance and deepen the understanding of previous practice of brand managers. The findings should be beneficial for improving the attractiveness of marketing communication and thus higher competitiveness. Originality/Value – the research population has been surveyed not only on flat-rate basis because the segments vary significantly in their perception of influencers’ impact.

Multinomial Logistic Regression for The Analysis of Career Decision Style in Teacher Education

“…The influence of the external locus of control, such as performance, peer group, and culture, has a greater impact on career decision-making (Munawir et al, 2018;Salimah et al, 2019;Ulas & Yildirim, 2019). The most substantial influence of the peer group is a sense of belonging (Takndare & Yulita, 2019); a teenager is more influenced to act by his friends (Gajanova et al, 2020;Whitehead, 2002).…”

“…On the other hand, there is often a push to ensure that the needs of employees and their families are met immediately. This result is the cause of individuals getting a job without compensation (Gajanova et al, 2020). Career choice in an economically consolidated society is usually wiser and more rational because the needs are not pure, and they use time more slowly to decide (Haris, 2012).…”

Pengaruh Iklan Dan Influencer Terhadap Keputusan Pembelian Item Virtual Padagames Online Mobile Legends

“…Didukung penelitian oleh Lisichkova dan Othman (2017) yang menyatakan bahwa influencer adalah hal yang penting dan mereka mampu memengaruhi niat pembelian online sampai batas tertentu tetapi tidak terlalu besar seperti yang dipikirkan sebagian besar merek dan pemasar saat ini. Hal serupa disampaikan oleh Gajanova, et al (2020) dalam penelitiannya ia menyatakan bahwa sebagian besar konsumen tidak mempercayai promosi yang dilakukan oleh influencer.…”

Brand valuation: an innovative approach based on the risk difference

“…Mura, 2020), in customer behaviour, etc. (Davcik et al, 2015;Mičík & Mičudová, 2018;Bratu, 2019;Hollowell et al, 2019;Bilan et al, 2019;Uskokovic, 2020;Hussain & Ahmed, 2020;Yasin et al, 2020;Gajanova et al, 2020). The basic differences in the understanding of individual approaches are shown in Table 1.…”