Industrial Engineering and Management
Vol. 35 No. 08 (2020): Proceedings of the Faculty of Technical Sciences
IMPACT OF INFLUENCERS ON TEENAGERS PURCHASE BEHAVIOR
Abstract
Influential users of social media, so-called influencers, can spread positive or negative information in a very short period of time and expose their opinions on products, services, brand or company to a large number of users who are part of their online networking. An integral part of promoting products and services through social media is the so-called "Influence marketing" through which a particular brand or company finds its target consumers in cooperation with the selected influencer. In this paper, special attention is focused on attitude formation, habits and opinions of a very sensitive category of consumers - teenagers, through the channels of communication they use and people whose views and opinions they accept, but can also reject.
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