In this master's thesis, I decided to investigate the inconsistency or non-selectivity of
collaborations and their impact on the consumer's perception of influencers, as this is still a
largely unexplored topic both in Slovenia and in the wider environment. Most recent research
deals with trust, value and credibility, increasing purchase intention and transparency of
advertising content, while overlooking one of the most important aspects of influencer
marketing – the (in)consistency of collaborations and the impact on consumer perception. As
part of the empirical work, which consist of quantitative and qualitative research, I am trying
to get answers to the questions asked, with the aim of researching the given topic, as well as
laying the foundations for further research. In my opinion only with these answers we can reach
even more in-depth findings and an even better understanding of the consumer-influencer-brand
relationship. Inconsistent collaborations proved to be quite common on the profiles of
Slovenian influencers, and were also perceived by consumers. The perception of influencers is
not necessarily bad, but it is undoubtedly influenced by the number and frequency of
collaborations with several different brands at the same time, whereby different criticality
appears in different areas or product categories.
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