The impact of influencers on brand attitude and purchase intention

Vplivneži so danes tako rekoč vpeti v spone marketinga in predstavljajo ključno vez med potrošnikom in oglaševalcem. Covid-19, eden izmed pojavov, ki bo nedvomno zaznamoval zgodovino 21. stoletja, je prinesel korenite spremembe, njegov vpliv se je raztezal v vse pore življenja. Med drugim se je v času karantene močno povečala priljubljenost in število vplivnežev, ki delujejo na področju nege kože (ang. skinfluencers). To so posamezniki, ki so strokovno podkovani o negi kožebodisi zaradi lastnega interesa ali uradne izobrazbe in s svojim sledilcem delijo najrazličnejše nasvete. Pričujoče magistrsko delo se osredotoča na omenjeno vrsto vplivnežev in preveri, kako izbrani dejavniki vplivajo na stališče do vplivnežev, kako je stališče do vplivnežev povezano z nakupno namero in stališčem do blagovne znamke, ter kako je stališče do blagovne znamke povezano z nakupno namero. Teoretični del magistrskega dela se osredotoči na opredelitev vplivnežev, odločanje potrošnikov, stališče do blagovne znamke in teoretični okvir za izpeljavo hipoteze. Empirični del preveri osem zastavljenih hipotez s pomočjo kvantitativne raziskave. Rezultati pokažejo, da ima stališče do vplivnežev pozitiven vpliv na stališče do blagovne znamke in nakupno namero, stališče do blagovne znamke pa ima pozitiven vpliv na nakupno namero. Regresijska analiza nadaljnje pokaže tudi, da obstaja delna mediacija stališča do blagovne znamke med stališčem do vplivnežev in nakupno namero.Nowadays, influencers are practically tied to the shackles of marketing and represent the key link between the consumer and the advertiser. Covid-19, one of the phenomena that will undoubtedly mark the history of the 21st century brought about radical changes, its influence extended into all areas of life. One of those changes relates to the significantly increased popularity and the number of influencers working in the field of skin care (skinfluencers). Skinfluencers are individuals who are expertly versed in skin care either because of their own interest or due to formal education and share all sorts of advice with their followers. This master\u27s thesis focuses on the aforementioned type of influences and examines the impact of chosen factors on attitude toward skinfluencers, how attitude toward skinfluencers affects purchase intention and brand attitude and how brand attitude affects purchase intention. The thesis\u27s theoretical aspect focuses on defining influencers, consumer decision making, brand attitude, and the theoretical framework for determining hypotheses. The empirical part verifies all of the eight set hypotheses with the help of the quantitative research. Analysis results illustrate that attitude toward influencers positively impacts the brand attitude and purchase intention, while brand attitude positively impacts purchase intention. Additionally, regression analysis illustrates the partial mediation between brand attitude and attitude towards influencers and purchase intention