Abstract
The contribution deals with influencer marketing as a technology of influencing the effectiveness of communication between a blogger and representatives of the target audience and a way to assess the level of consumer readiness to make a purchase. The essence of the mechanism of psychological impact of the influencer on the consumer is to influence the representative of the target audience in such a way that he wants to imitate him (sometimes irrationally), influence his behavior. At the same time, the influencer must be a reference person for a specific social group. The contribution provides a theoretical justification for the use of a blogger as an intermediary in the communication of brands - manufacturers of goods with consumers, as well as the results of the author’s empirical study of the impact of the influencer on the level of consumer readiness to make a purchase, which showed the ambiguity of the recipients’ perception of the content offered by bloggers.
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Arzhanova, K.A., Dovzhik, G.V., Dovzhik, V.N. (2022). Influencer Marketing as a Way to Influence Consumer Behavior. In: Ashmarina, S.I., Mantulenko, V.V., Vochozka, M. (eds) Proceedings of the International Scientific Conference “Smart Nations: Global Trends In The Digital Economy”. Lecture Notes in Networks and Systems, vol 398. Springer, Cham. https://doi.org/10.1007/978-3-030-94870-2_26
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DOI: https://doi.org/10.1007/978-3-030-94870-2_26
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