OPINION LEADERS ON THE INTERNET AND CONSUMER BEHAVIOR OF YOUNG PEOPLE

Abstract

The main features of the influence of opinion leaders (influencers) on the Internet on the consumer behavior of young people are revealed. Theoretical grounds for studying such influence are presented. The leading concept is Paul Lazarsfeld's theory of limited effects of media exposure, including the hypothesis of a "two-stage flow" of information. Approaches to determining the criteria for identifying opinion leaders are considered. A number of classifications are presented. Macro-, micro- and nano-influencers stand out, as well as influencers-experts and influencers-charismatics. The main interests of young people related to accessing content created by bloggers on the Internet have been identified. Entertaining, leisure motivation prevails, but there is also a cognitive, informational aspect. Advertising of goods and services carried out by bloggers has some peculiarities. A significant place is occupied by native advertising. In general, the attitude towards advertising integration of bloggers towards young people is skeptical, but not nihilistic. Young people note that advertising is necessary to support the activities of bloggers. For many of them, this is an occasion to try something new, especially in the field of beauty and self-care. Advertising of bloggers is more credible due to the “similarity of interests”, according to which young people select opinion leaders for themselves.