Imapct of influencers on a consumer decision to purchase

ENThe paper analyzes the impact of influencers on consumer behavior. The research aim – to investigate whether influencers impact consumers' purchasing decisions. The research problem – the impact of influencers on consumer purchasing decision to buy Coca-Cola products. The object of the research – consumer behavior (on the Internet). The quantitative research method used for the research – online questionnaire survey. 330 respondents were interviewed. The conceptual aspect of online consumer behavior was analyzed. The research was limited to analyzing the impact of influencers as one of today's most effective promotional tools on consumer purchasing decisions. Consumers are found to be interested in influencers’ promoted Coca-Cola products, but influencers only initiate the consumer's purchasing decision, and the company is recommended to use complex promotional tools for its final goals’ realization. Key words: marketing, promotional tool, influencers, consumer behavior. [From the publication]