Examining The Impact of Social Media Influencers' Credibility on Consumer Behaviour

Králik Petra Laura (2023) Examining The Impact of Social Media Influencers' Credibility on Consumer Behaviour. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Due to the strengthening of the online world, a constant online presence is part of everyday life, which companies have to adapt to, so an online presence is essential for them as well. In addition to traditional tools, there are also various online options to convince consumers, such as: company website (which is a basic requirement in today's world), social media and influencer marketing. Influencing consumers is becoming more and more difficult, but maintaining our credibility can help a lot. So influencer marketing, cooperation with influencers is a great opportunity to influence consumer habits. At the same time, the number of influencers is increasing year by year, and more and more sponsored content is appearing in the content created by influencers, which can result in oversaturation, and as a consequence the trust of consumers can also be shaken. The question is how the companies and the influencers themselves try to prevent this. The purpose of this research was therefore to reveal the reasons and factors that make an influencer credible, examining how they affect the purchase decisions of consumers. To answer this question, I prepared a questionnaire, and based ont hat, it can be said that the fact that the opinion leader is attractive in the eyes of the follower has significant weight. The relevance of the created content, the meaning of the shared content and the balance of the sponsored content are also determining factors in terms of credibility.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	consumer behaviour, credibility, influencer, influencer marketing, Social media
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Már. 18. 15:35
Utolsó módosítás:	2023. Már. 18. 15:35

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