Influencer marketing is a form of marketing communication, using influencers to target consumers. It helps companies build their brand and loyalty based on consumers‘ trust in someone they know and admire. Given this fact the purpose of this study is to define the theoretical basis of the impact of influencer marketing on consumer lifestyles. This includes an analysis of the perception of influencer marketing by consumers in relation to consumer lifestyles by means of a questionnaire survey focused on Slovak consumers aged 15 and above. The research sample comprises 410 respondents. Based on the results of the questionnaire survey and the verification of statistical hypotheses, it is clear that influencer marketing has a significant impact on Slovak consumer lifestyles (especially on consumers younger than 35). Finally, the effects of influencer marketing on consumer lifestyles are highlighted, and proposals are put forward for its efficient implementation within companies.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Abidin, C. (2015), Communicative intimacies: Influencers and perceived intercon- nectedness, A Journal of Gender New Media & Technology, 8, 1-16.
Abidin, C. (2017), Influencer extravaganza. Commercial “Lifestyle” Microcelebrities in Singapore, in: L. Hjorth, H. Horst, A. Galloway, G. Bell. (Eds.), Routledge companion to digital ethnography (pp. 158-168), Oxford: Routledge.
Bokunewicz, J.F., Shulman, J. (2017), Influ- encer identification in Twitter networks of destination marketing organizations, Journal of Hospitality and Tourism Tech- nology, 8(2), 205-219. DOI: 10.1108/JHTT-09-2016-0057
Bucko, J., Kakalejčík, L., Ferencová, M. (2017), The internet and its use in pre- purchase stage in Europe and Asia– management of marketing efforts, Polish Journal of Management Studies, 15(2), 16-26. DOI:10.17512/pjms.2017.15.2.02
Capova, L. (2017), Mikroinfluenceři hýbou světem. Proč je využít na YouTube? re- trieved from: https://www.mediaguru.cz/ clanky/2017/08/mikroinfluenceri-hybou- svetem-proc-jevyuzit-na-youtube/ (ac- cessed 15 March 2020) (Original work published in Slovak).
De Veirman, M., Cauberghe, V., Hudders, L. (2017), Marketing through Instagram influencers: The impact of number of fol- lowers and product divergence on brand attitude, International Journal of Adver- tising, 36(5), 798-828. DOI: 10.1080/026 50487.2017.1348035
Freberg, K., Graham, K., McGaughey, K., Freberg, L.A. (2011), Who are the social media influencers? A study of public perceptions of personality, Public Rela- tions Review, 37(1), 90-92. DOI: 10.1016/ j.pubrev.2010.11.001
Gallegos, J. A. (2016), The history and evo- lution of marketing influencers, retrieved from: https://www.tintup.com/blog/his- toryevolution-marketing-influencers/ (accessed 15 March 2020)
Glucksman, M. (2017), The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink, Elon Journal of Undergraduate Research in Communications, 8(2), 77-87.
Gramlich, J. (2019), 10 facts about Ameri- cans and Facebook, retrieved from: ht tps:// w w w. pewresearch.org/ fact- tank/2019/05/16/facts-about-americans- and-facebook/ (accessed 20 March 2020)
Ivancsone Horvath, Z., Printz-Marko, E. (2018), Territorial differences between countries with regard to the wellness lifestyle of their youth, Forum Scien- tiae Oeconomia, 6(3), 101-117. DOI: 10.23762/FSO_VOL6_NO3_7
Iwashita, M. (2019), Trend of influencer marketing and future required functions, in: 20th IEEE/ACIS International Confer- ence on Software Engineering, Artificial Intelligence, Networking and Parallel/ Distributed Computing (SNPD 2019): Toyama, Jamaica, July 8-11, 2019.
Jin, S.V., Muqaddam, A., Ryu, E. (2019), Instafamous and social media influ- encer marketing, Marketing Intelligence & Planning, 37(5), 567-579. https://doi. org/10.1108/MIP-09-2018-0375
Jurickova, J. (2019), 33 fascinujúcich zaují- mavostí o YouTube, retrieved from: https:// blog.mindshare.sk/2019/08/08/socialne- media/33 -fascinujucich-zaujimavosti- o-youtube/ (accessed 20 March 2020) (Original work published in Slovak).
Kadekova, Z., Holiencinova, M. (2018), Influencer marketing as a modern phe- nomenon creating a new frontier of virtu- al opportunities, Communication Today, 9(2), 90-104.
Kramarova, M. (2019), Influencer market- ing – všetko, čo musíte vedieť skôr, než sa doň pustíte, retrieved from: https:// www.ecommercebridge.sk/influencer- marketing-vsetko- co- musite-vediet- skor-nez-sa-don-pustite/ (accessed 20 March 2020) (Original work published in Slovak).
Ladrova, J. (2017), Innovative marketing: The new role of social influencers, in: Proceedings of the 13th International Conference: Liberec Economic Forum (pp. 506-512), Liberec, Czech Republic, September 11-13, 2017.
Moravcikova, D., Krizanova, A. (2017), The future of online and offline marketing communication – transmedia storytell- ing in the branding process, Marketing Identity, 5(1), 164-175.
Moravcikova, D., Krizanova, A., Vrtana, D. (2019), The impact of psychographic segmentation on increasing hotel traffic in the Slovak Republic with using online marketing communication, in: 3rd Inter- national Business Information Manage- ment Association Conference (pp. 1271--1283), Granada, Spain, April 10-11, 2019.
Noyes, D. (2020), The top 20 valuable Face- book statistics – updated May 2020, retrievedfrom: https://zephoria.com/top-15- valuable-facebook-statistics/ (accessed 15 May 2020)
Ogilvy & Mather. (2017), Influencers, study, retrieved from: https://www.ogilvy.cz/ upload/pdf/141/studie-ogilvymather-in- fluenceri-2017.pdf (accessed 13 March 2020)
Pophal, L. (2016), Influencer marketing: Turning taste makers into your best salespeople, EContent, 39(7), 18-+.
Reicher, R.Z. (2018), Hungarian millenni- als’ attitudes on being online, Forum Scientiae Oeconomia, 6(1), 5-18. DOI: 10.23762/FSO_VOL6NO1_18_3
Rogers, Ch. (2016), What’s next for influ- encer marketing?, retrieved from: https:// www.marketingweek.com/whats-next- for-influencer-marketing/ (accessed 15 June 2020)
Rimarcik, M. (2007), Štatistika pre prax. Kosice: Marian Rimarcik (Original work published in Slovak).
Rouse, M. (2016), Influencer (social influ- encer), retrieved from: https://whatis. techtarget.com/definition/ influencer- social-influencer (accessed 10 March 2020)
Sammis, K., Lincoln, K., Pomponi, S. (2015), Influencer marketing for dummies, New York: John Wiley & Sons.
Sykorova, P. (2019), 26 zaujímavých in- stagramových štatistík, retrieved from: https:// harton.sk/26 -zaujimavych-in- stagramovych-statistik/ (accessed 20 March 2020) (Original work published in Slovak).
Štefko, R., Fedorko, I., Bačík, R., Fedorko, R. (2015), An analysis of perceived topi- cality of website content influence in terms of reputation management, Polish Journal of Management Studies, 12(1), 177-185
Trivedi, J.P. (2018), Measuring the compar- ative efficacy of an attractive celebrity influencer vis-ŕ-vis an expert influencer–a fashion industry perspective, Inter- national Journal of Electronic Customer Relationship Management, 11(3), 256-271. DOI: 10.1504/IJECRM.2018.093771
Vrana, A., Vranova, M. (2017), Pusťte se do influencer marketingu. Jak na něj?, retrieved from: https://www.ladyvirtual. cz/influencer-marketing/ (accessed 15 March 2020) (Original work published in Slovak).
Vrtana, D., Krizanova, A. (2018), Brand strategy of successful companies, in: 32nd Conference of the International- Business-Information-Management-As- sociation (IBIMA) (pp. 8007-8014): Se- ville, Spain, November 15-16, 2018.
Waller, N. (2016), Beginner’s guide to influ- encer marketing, Creative Review, 12-13.
Margareta Nadanyiova, PhD, is an associate professor at the Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina (Slovak Republic). Research interests: marketing, brand management, customer relationship management, corporate social responsibility, and green marketing.
Lubica Gajanova, PhD, is a university lecturer at the Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina (Slovak Republic). Research interests: marketing, brand management, customer relationship management, corporate social responsibility, accounting, and competitive intelligence.
Jana Majerova, PhD, is an associate professor at the Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina (Slovak Republic). Research interests: marketing, international marketing, brand management, corporate social responsibility, and insolvency law.
Lenka Lizbetinova, PhD, is a university lecturer at the Department of Human Resource Management, Faculty of Corporate Strategy, the Institute of Technology and Business in Ceske Budejovice (Czech Republic). Research
interests: business and management, human resources management, internal communication, motivation, and transport