Exploring Influencing Marketing—Consumer Insights and Creators’ Perspectives

Abstract

Internet users consistently lean towards influencers who actively participate in their respective areas of interest, providing thorough information and genuine product reviews. These practices have the potential to positively influence the decision-making process related to purchasing. This study delves into the realm of influencer marketing, examining it from the viewpoints of both consumers and specialists. The study is based on the qualitative research, employing both individual in-depth interviews and a focus group. More precisely, the investigation included a series of six individual interviews with influencers from Romania and a focus group comprising eight participants to grasp their perceptions of influencer marketing campaigns. The findings underscore the importance of transparency and authenticity for content creators. Influencers tailor their content based on the platform they use, revealing an existing correlation among them, all while underscoring the significance of transparency and striving to maintain close connections with their followers. This study not only offers a fresh perspective on understanding consumers’ views regarding the activities of content creators in the online domain but also sheds light on influencers’ perspectives concerning collaborations, content creation, and their relationships within their community. Theoretical implications encompass the identification of novel behavioral traits among Romanian consumers regarding influencer marketing actions and contributes to a clearer understanding of the term influencer marketing.