In recent years, influencers have become one of the main topics of the general public and one of the most effective marketing strategies. Since influencer marketing has expanded so much and is still expanding steadily, I decided to investigate how influencers are perceived by consumers. First, I checked the theoretical framework of existing works and already conducted research, and then it was time for the empirical part, as part of which I conducted an online survey. 176 respondents of different age groups and with different educational backgrounds took part in the quantitative research. The results showed that characteristics, such as attractiveness, professionalism and reliability, play a huge role in the process of establishing consumers' trust towards brands. Another important factor is the number of sponsored posts, as more paid posts can raise doubts in the mind of the consumer. Trought the questionnaire, the hypotheses were confirmed, which means that the more the follower percieves the influencer as attractive, professional and reliable, the more they trust brands the influencer is promoting.
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