Despite the increasing collaboration between online influencers and brands, consumer attitudes towards online influencers advertising luxury brands are not that well-researched. Therefore we decided to investigate the consumer’s attitude towards online influencers who advertise luxury brands. Our research focused on what repels consumers about influencers who advertise luxury brands and what attracts them. We looked at this at the various stages of the consumer’s decision journey. The results of the empirical part, based on the qualitative method of in-depth interviews, reveal that consumers are cautious when associating brands with online influencers, but they see online influencers as suitable for communication at all stages of the consumer’s journey. At the same time, brands need to be thoughtful when engaging online influencers in communication. The research also showed that consumers primarily look for information from online influencers during the consideration and evaluation phases, but that information should be honest, useful, professional, and in-depth during the consideration phase, as well as quickly accessible and credible during the evaluation phase. It is also important for the influencer to be credible and authentic. During the purchase phase, influencers are not a key factor in consumers' decision to purchase luxury brands, but discount codes, honest reviews, high-quality display of use, and ease of purchase would encourage them to buy. While in the loyalty phase of the consumer's decision journey, the followers' trust in the online influencer increases their trust in the luxury brand, while long-term cooperation between the luxury brand and the influencer influences loyalty.
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