Influencer marketing and its impact on consumer lifestyles
Influencer marketing and its impact on consumer lifestyles

Summary/Abstract: Influencer marketing is a form of marketing communication, usinginfluencers to target consumers. It helps companies buildtheir brand and loyalty based on consumers‘ trust in someonethey know and admire. Given this fact the purpose of this studyis to define the theoretical basis of the impact of influencer marketingon consumer lifestyles. This includes an analysis of theperception of influencer marketing by consumers in relation toconsumer lifestyles by means of a questionnaire survey focusedon Slovak consumers aged 15 and above. The research samplecomprises 410 respondents. Based on the results of the questionnaire survey and the verification of statistical hypotheses, itis clear that influencer marketing has a significant impact onSlovak consumer lifestyles (especially on consumers youngerthan 35). Finally, the effects of influencer marketing on consumerlifestyles are highlighted, and proposals are put forward for itsefficient implementation within companies.

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