Keywords
infl uencers, consumer behaviour, social media
Abstract
Nowadays we are faced with a growing number of people using social media. The most popular of these are YouTube and Instagram. Their users are exposed to the content generated by infl uencers – social media creators with loyal audiences. The aim of this paper is to investigate the impact that infl uencers on Yotube and Instagram have on consumer behaviour. The research method employed in this study was a quantitative survey on the sample of 160 social media users. 160 individuals answered an online questionnaire. The results of the survey showed that Instabloggers and YouTubers are seen as a credible source of information and consumers find them trustworthy. Moreover, positive reviews on YouTube and pictures posted on Instagram affect consumers buying decisions. The results of the research suggest that engaging influencers to collaborate with brands is a new effective marketing tool which is especially efficient in reaching young people who use social media every day. Collaboration with influencers can result in gaining new customers, sharing positive information about new products and increasing sales.
Recommended Citation
Młodkowska, B. (2019). Influencers on Instagram and YouTube and Their Impact on Consumer Behaviour. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2019(1), 4-13. https://doi.org/10.7172/2449-6634.jmcbem.2019.1.1
First Page
4
Last Page
13
Page Count
9
DOI
10.7172/2449-6634.jmcbem.2019.1.1
Publisher
University of Warsaw
Publication Date
2019-01-01