Nowadays, influencers are practically tied to the shackles of marketing and represent the key link between the consumer and the advertiser. Covid-19, one of the phenomena that will undoubtedly mark the history of the 21st century brought about radical changes, its influence extended into all areas of life. One of those changes relates to the significantly increased popularity and the number of influencers working in the field of skin care (skinfluencers). Skinfluencers are individuals who are expertly versed in skin care either because of their own interest or due to formal education and share all sorts of advice with their followers. This master's thesis focuses on the aforementioned type of influences and examines the impact of chosen factors on attitude toward skinfluencers, how attitude toward skinfluencers affects purchase intention and brand attitude and how brand attitude affects purchase intention. The thesis's theoretical aspect focuses on defining influencers, consumer decision making, brand attitude, and the theoretical framework for determining hypotheses. The empirical part verifies all of the eight set hypotheses with the help of the quantitative research. Analysis results illustrate that attitude toward influencers positively impacts the brand attitude and purchase intention, while brand attitude positively impacts purchase intention. Additionally, regression analysis illustrates the partial mediation between brand attitude and attitude towards influencers and purchase intention.
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