Influencer Marketing and Its Impact on Consumer Behavior: Case Study from Slovakia

Over time, the Internet has become a platform that has contributed to a new type of business—e-business. With the new type of e-business, the marketing of companies has changed. Internet marketing has become the new standard. Social media marketing has become a subset of it. Social media has created space for several influencers, people who can influence the opinions of other people. Many companies have responded to this trend and started promoting their products with the help of influencers. Given this fact, the aim of the article is to analyze the impact of influencers on consumers’ shopping behavior. The analysis is carried out using primary research and a questionnaire on a selected sample of respondents (Slovaks) categorized by age and gender. Purchasing behavior is analyzed according to the see, think, do and care (STDC) model. The research results show how influencers affect consumers in the individual phases of the STDC model. The research concept presented in the article is intended for everyone who deals with the issue of consumer behavior research.