Study of Factors Forming Loyalty to Influencers

This article is devoted to the study of Influencers and their loyal target audience, as well as the factors that form this loyalty. The development of social media has allowed to develop the concept of Influencer marketing, turning them into opinion leaders who are able not only to influence the behavior and preferences of their audience, but also to shape them. Studying the characteristics of consumer preference formation requires determining the factors that influence the formation of loyalty to Influencers. The purpose of this study is to identify the key factors that influence loyalty to Influencers and the organizations that promote products through them. In order to achieve the research objective, a quantitative and qualitative study was conducted and the results identified a number of factors that are key in building loyalty to Influencers. Using quantitative research and correlation analysis, the impact of the identified factors on loyalty to Influencers was assessed. Among the identified, both emotional and rational factors, key factors such as “Content quality” and “Influencer's attitude towards the product” were identified. Thus, the study identified the factors that have the greatest impact on the loyalty of the target audience. These results have practical significance for advertisers aiming to develop effective marketing strategies within the concept of Influencer Marketing aimed at increasing audience loyalty.