The impact of Influencer marketing on consumer buying behavior in social networks

Abstract

Purpose – the purpose of the article is to analyze the impact effect of Influencers marketing on consumer buying behavior by determining which partnership opportunities are most relevant. Research methodology – the theoretical analysis of scientific literature and quantitative statistical analysis of empirical research results. Findings – the research in Lithuania has shown that before making a decision to purchase a product or a service, most respondents are actively seeking information in social networks by reading other costumers feedback. Moreover, the survey reveals that recommendations, comments, shared information about certain brands by Influencers are the most important factors in changing buying behavior. Research limitations – the main limitations of research may be the geographical research area – Lithuania and social networks (Facebook). Practical implications – understanding of Influencers impact on consumer buying behavior. Originality/Value – this scientific topic is rather new. Scientists, like Matsumura, Yamamoto, & Tomozawa (2008), investigated Influencers and Consumer Insights impact in the Blogosphere; Thakur, Srivastava (2015) presented a Conceptual research model of Influencers impact of Customer Satisfaction and Loyalty and etc. However, there is a lack of research investigating the impact of Influencer marketing on consumer buying behavior. This research aims to fill this gap in the Lithuanian case

Which decision-making stages matter more? Influencer’s perceived credibility, sponsorship and moderating role of trust

“…Further, our study confirms the positive impact of perceived influencer credibility on the information search. This is also a novel finding, given the studied context but aligns with some prior general findings (Černikovaitė, 2019), indicating that comments and information about brands influence consumer behaviour. Also, our results confirm the positive impact of perceived credibility on the alternative evaluation phase.…”