The Impact of influencer marketing on consumer buying behavior in social networks

LTReikšminiai žodžiai: Influencerių rinkodara; Vartotojų pirkimo elgsena; Socialinė žiniasklaida; Sprendimų priėmimas; Rinkos skaitmeninimas. Keywords: Influencer marketing; Consumer buying behavior; Social media; Decision making; Market digitalization.

ENPurpose – 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. [From the publication]