Изследване на потребителските нагласи по отношение на инфлуенсърите и тяхното сътрудничество с брандове в България
Research on Consumer Attitudes Towards Influencers and Their Collaboration With Brands in Bulgaria

Summary/Abstract: The research aims to examine consumer attitudes towards influencers and their collaborations with brands in Bulgaria. It was conducted online during the period December 2020 – January 2021. A total of 304 respondents completed a questionnaire with 18 closed and open-ended questions. The primary objective is to determine whether there is a presence of pseudo-influence in Bulgaria, driven purely by profitability, or if there is an evolving influencer culture. Additionally, the study seeks to answer whether Bulgaria genuinely has influencers or if it follows a Western model of product and service consumption behavior.

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