The Impact of Influencers on Consumers’ Purchasing Decisions When Shopping Online

Abstract

Consumer behaviour is not only essential to attract new customers but also to retain existing customers. If a customer is satisfied with a particular product, he will repeat the purchase. Marketing should therefore be implemented in such a way that it persuades customers to repeat a purchase. It is, therefore, clear that customer acquisition, particularly customer retention, is very important. This can only be achieved by understanding and being attentive to the consumer’s purchasing behaviour and decision-making. The paper examines the impact of influencers on consumers’ purchasing decisions, specifically from the perspective of different categories of a consumer’s educational level. The paper provides a theoretical basis for the issue of the purchase decision process and describes other factors affecting consumers in the buying process. Based on statistical evidence, it was found that almost half of the respondents are influenced by influencers or celebrities they follow in their purchasing decisions. However, verification of the relationship between this influence and the educational level of the respondents has not been demonstrated.