Impact of Influencers on Purchase Decision

Influenceri na društvenim mrežama predstavljaju relativno novi oblik komunikacije s potrošačima. Pojam influencera na društvenim mrežama se pokazao kao efikasan, i brz oblik komunikacije s potrošačima. Cilj ovog istraživanje je bio proučiti utjecaj influencera s društvenih mreža na potrošače u Republici Hrvatskoj te njihove odluke u kupovini. Svrha istraživanja je ustanoviti prate li hrvati influencere na društvenim mrežama, iz kojih razloga te jesu li spremni kupiti proizvode/usluge koje influenceri promoviraju. Istraživanjem su se pokušale dokazati postavljene hipoteze. Prva hipoteza: Prema mišljenju ispitanika Instagram je najbolja mreža za preporuke influencer. Druga hipoteza: Ispitanici smatraju da je Karizma influencera najbitnije obilježe prilikom praćenja Treća hipoteza: Ispitanici prilikom traženja informacija na društvenim mrežama najviše traže informacije o cijeni proizvoda/usluga Četvrta hipoteza : Influenceri utječu na kupovinu snažnije kod žena nego kod muškaraca Peta hipoteza: Makro-influenceri imaju značajniji utjecaj na ispitanike u odnosu na mikro-influencere. Istraživanje provedeno na uzorku od 154 stanovnika Republike Hrvatske je rezultiralo prihvaćanjem prve i pete hipoteze, te odbijanjem druge, treće i četvrte hipotezeInfluencers on social media represent a relatively new type of communication with consumers. The term influencers on social media proved to be an efficient quick type of communications with consumers. The purpose of this research was to study the effect Influencers have on Croatian consumers, and their purchasing decisions. The aim of the research is to establish Wheater Croats follow influencers on social media platforms, for what reason they do so, and Wheater they are ready to but products/services that Influencers promote. In the research the following Hypothesis were proven or rejected. Hypothesis 1: According to respondents, Instagram is the best network for influencer recommendations. Hypothesis 2: Respondents believe that the charisma of influencers is the most important feature when following Hypothesis 3: Respondents when looking for information on social networks mostly search for information about the price of products/services Hypothesis 4: Influencers influence shopping more strongly in women than in men Hypothesis 5: Macro-influencers have a more significant impact on respondents than micro-influencers. The research conducted on a sample of 154 inhabitants of the Republic of Croatia resulted in the acceptance of the first and fifth hypotheses, and the rejection of the second, third and fourth hypotheses