Comparative analysis of the impact of family and social media influencers on the purchase decision
Komparativna analiza uticaja porodice i influensera na donošenje odluke o kupovini
Abstract
The intensification of the digitization process has signifi-cantly transformed media habits and consumer behavior. Current statistical data indicate a growing prevalence of internet users, social platforms, and mobile devices within the global population. This has created a new digital reality that coexists with traditional aspects of people‘s lives. In this context, influencers are gaining increasing power as opinion leaders in the digital environment, alongside the influence of family, friends, and colleagues. Accordingly, this paper sought to compare the impact of family and influencers on purchasing decisions. Additionally, it examined the differences in the influence of family and influenc-ers on the decision to buy various categories of products/services. In this regard, a paired samples t-test was con ducted. Based on research that included 340 respondents, it was concluded that generally, family has a more significant influence on the purchase decision than influencers. The analysis of various product and service categories revealed that family members have a more substantial influence on purchasing decisions related to clothing, footwear, technical devices, tourist services and food products. Conversely, influencers have a greater impact on purchasing decisions related to cosmetic products. The study‘s findings offer valuable insights for managers in developing effective marketing strategies.
Apstrakt
Intenziviranje procesa digitalizacije značajno je transformisalo medijske navike i ponašanje potrošača. Aktuelni statistički podaci jasno ukazuju na sve značajniji udeo korisnika interneta, društvenih platformi i mobilnih uređaja u globalnoj populaciji. Na ovaj način, oblikovana je nova, digitalna stvarnost koja koegzistira sa tradicionalnim aspektima života ljudi. U takvim okolnostima, pored uticaja članova porodice, prijatelja i kolega, sve veću moć dobijaju i influenseri, kao lideri mišljenja u digitalnom okruženju. U skladu sa tim, ovim radom nastojao se uporediti uticaj porodice i influensera na donošenje odluke o kupovini. Dodatno, ispitane su i razlike u uticaju porodice i influensera na odluke o kupovini različitih kategorija proizvoda/usluga. S tim u vezi, sproveden je t test uparenih uzoraka. Na osnovu istraživanja koje je obuhvatilo 340 ispitanika, zaključeno je da porodica ima veći uticaj na donošenjе odlukе o kupovini u poređenju sa influenserima. Analizom pojedinačnih kategorija proizvoda i usluga utvrđeno je da članovi porodice imaju veći uticaj prilikom donošenja odluke o kupovini garderobe, obuće, tehničkih uređaja, turističkih usluga i prehrambenih proizvoda, dok je uticaj influensera snažniji pri donošenju odluka o kupovini kozmetičkih proizvoda. Nalazi sprovedene studije pružaju značajne smernice menadžerima pri kreiranju odgovarajuće marketing strategije.
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