Session

Management, Business and Economics

Description

The third millennium was preceded by rapid technical-technological development, namely information technology and the Internet, through which the factors of the external environment have also changed which have drastically influenced the changes in consumer behavior. The market as such has a very heterogeneous and dispersed character, therefore, the world is dominated by hyper-competition, as products and services are becoming increasingly personalized. The development, transformation and very large use of social networks by the general society has pushed marketers to develop and apply a new concept of marketing which is influencer marketing. The very large use of social networks by individuals, such as: Facebook, TikTok, Twitter, YouTube, Snapchat, Instagram, etc., have also changed the way of communication and decision-making for the purchase of products and services. Therefore, influencer marketing has a very essential impact on the market to consumers. Through this paper, we try to understand how consumers perceive how influential marketing has influenced their behavior in their decision-making for purchasing products and services. Therefore, the main purpose of this paper is to analyze the impact of influencer marketing on Kosovar consumer behavior.

Keywords:

influencer marketing, consumer behavior, social networks, influencers.

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-550-95-6

Location

UBT Lipjan, Kosovo

Start Date

28-10-2023 8:00 AM

End Date

29-10-2023 6:00 PM

DOI

10.33107/ubt-ic.2023.153

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Oct 28th, 8:00 AM Oct 29th, 6:00 PM

Changing Consumer Behavior as a Result of Influencer Marketing

UBT Lipjan, Kosovo

The third millennium was preceded by rapid technical-technological development, namely information technology and the Internet, through which the factors of the external environment have also changed which have drastically influenced the changes in consumer behavior. The market as such has a very heterogeneous and dispersed character, therefore, the world is dominated by hyper-competition, as products and services are becoming increasingly personalized. The development, transformation and very large use of social networks by the general society has pushed marketers to develop and apply a new concept of marketing which is influencer marketing. The very large use of social networks by individuals, such as: Facebook, TikTok, Twitter, YouTube, Snapchat, Instagram, etc., have also changed the way of communication and decision-making for the purchase of products and services. Therefore, influencer marketing has a very essential impact on the market to consumers. Through this paper, we try to understand how consumers perceive how influential marketing has influenced their behavior in their decision-making for purchasing products and services. Therefore, the main purpose of this paper is to analyze the impact of influencer marketing on Kosovar consumer behavior.