Influencer marketing and its impact on consumer lifestyles

Margareta  Nadanyiova; Lubica  Gajanova; Jana  Majerova; Lenka  Lizbetinova

doi:10.23762/FSO_VOL8_NO2_7

Published : 2020-06-30

Vol. 8 No. 2 (2020)

Influencer marketing and its impact on consumer lifestyles

Margareta Nadanyiova

Lubica Gajanova

Jana Majerova

Lenka Lizbetinova

DOI: https://doi.org/10.23762/FSO_VOL8_NO2_7

Abstract

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.

Keywords:

influencer marketing, consumer lifestyles, brand, product

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Nadanyiova, M. ., Gajanova, L. ., Majerova, J. ., & Lizbetinova, L. . (2020). Influencer marketing and its impact on consumer lifestyles. Forum Scientiae Oeconomia, 8(2), 109–120. https://doi.org/10.23762/FSO_VOL8_NO2_7

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Margareta Nadanyiova

margareta.nadanyiova@fpedas.uniza.sk

Affiliation:

University of Zilina, Zilina, Slovak Republic Slovakia

Bio Statement (e.g., department and rank)

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

lubica.gajanova@fpedas.uniza.sk

Affiliation:

University of Zilina, Zilina, Slovak Republic Slovakia

Bio Statement (e.g., department and rank)

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

jana.majerova@fpedas.uniza.sk

Affiliation:

University of Zilina, Zilina, Slovak Republic Slovakia

Bio Statement (e.g., department and rank)

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

lizbetinova@mail.vstecb.cz

Affiliation:

The Institute of Technology and Business in Ceske Budejovice, Czech Republic Czechia

Bio Statement (e.g., department and rank)

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