The impact of influencer marketing on consumer decision-making

Pichler Anna Ágnes (2023) The impact of influencer marketing on consumer decision-making. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Based on the experiences, becoming an influencer on social media is almost essential.Our world is quickly changing and undergoing revolutionary changes. There was the industrialrevolution, then the mass media revolution, and now we are in the digital revolution. Considerhow things were for the last several years before the internet and social media transformedeverything. Advertisers increasingly spend money on sites such as YouTube and Instagram,and these platforms are supplemented by so-called influencers. Nowadays, influencermarketing has become an increasingly important factor in the customer decision-makingprocess. Social media platforms such as TikTok, Instagram, and Facebook are an inevitable partof our daily lives, and these platforms have a significant influence on people's opinions andpurchasing habits. Overall, what is happening with the customers? People can avoid TV advertsby recording their preferred shows and fast-forwarding commercials, as well as by using a rangeof online streaming services. Digital music and satellite radio also facilitate avoidance of radioads. With people turning to the internet for news, print ads in newspapers reach far fewerreaders. Additionally, ad-blockers prevent online banner ads from being displayed, and even ifthey are not blocked, they have extremely low visibility due to a phenomenon referred to asbanner blindness. Outdoor billboards are not particularly effective, and email sales letters areoften marked as spam or ignored. In fact, almost half of all direct mail goes unopened, sosending physical mail is a waste of resources. Additionally, are the term "yellow pages" stilleven relevant to today's youth? It seems unlikely that anyone would sift through hundreds ofpages when they can easily find what they need via a quick Google search. The new marketingcalled inbound marketing focuses on attracting potential customers to a brand by creatingvaluable content and experiences that are relevant and helpful to them. This is often throughtactics such as content marketing. The goal of inbound marketing is to build trust and establisha relationship with customers before they make a purchase decision. This includes three stepswhich are attract, engage, delight. The central topic of the research is the role and importanceof influencer marketing in customer decision-making. (Halligan,2021) Pay particular attentionto examining how customers are influenced by the opinion of someone they only know throughsocial media platforms. In addition, my research also includes an analysis of why and how it isbecoming increasingly profitable for companies to include an influencer in their marketingstrategy, both now and in the future. Influencers face many challenges every day. Criticismexpressed by followers about the content they broadcast. This can be traced back to the fact thatanyone can share their opinion with the public on social networking sites.Early advertisers discovered that using popular people in advertisements could swayconsumers’ buying choices. We will examine the past of influencer marketing and discussupcoming trends considering the rapidly evolving social media world. With the findings of ourinvestigation, our objective is to delve further into the intricacies of influencer advertising fromboth the perspective of the influencer and the audience. With the help of this information, aimto provide brands and marketers with useful advice and guidance for planning and executingeffective influencer campaigns. On the other hand, to get to know the customer perspective aswell. Today, many consumers are in close contact with influencers, who share their daily livesand opinions about products and services on online platforms. However, this influencer-following trend often raises complex and interesting questions.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	business marketing, competitiveness (economics), consumers' preferences, economics, marketing terv
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Feb. 20. 15:05
Utolsó módosítás:	2024. Feb. 20. 15:05

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