The impact of influencer characteristics on brand attitude and purchase intention: The mediating effect of consumer attitudes
Uticaj karakteristika influensera na stav prema brendu i nameru kupovine: medijatorski efekat stavova potrošača
Abstract
Consumers, as social beings, are susceptible to influences from their environment, among which reference groups play a significant role. The development of the internet and social media has led to changes in consumer behavior patterns, with influencers emerging as key actors in shaping consumer attitudes and intentions. The subject of this research is to examine the impact of key influencer characteristics, attractiveness, trustworthiness, expertise, product endorsement, and their congruence with the brand, on consumer attitudes and intentions. A special focus is placed on the mediating role of consumer attitudes toward the brand in the relationship between influencer attractiveness and purchase intention. This approach enables the observation of both direct and indirect effects of influencers on consumer behavior. The aim of the study is to determine how perceptual characteristics of influencers affect consumer attitudes toward the brand and to what extent their public endorsement of products contributes to shaping consumer behavior in the purchase decision-making process. The research was conducted using a quantitative methodology, applying a survey questionnaire on a convenience sample of 304 respondents. The contribution of the paper lies in a better understanding of the influence of influencers on consumer behavior and in providing practical guidelines for digital marketing, particularly regarding the strategic selection of influencers for campaigns.
Apstrakt
Potrošači kao društvena bića podložni su uticajima iz svoje okoline, među kojima značajnu ulogu imaju referentne grupe. Razvoj interneta i društvenih mreža doveo je do promene u obrascima ponašanja potrošača, pri čemu influenseri postaju ključni akteri u oblikovanju stavova potrošača i njihovih namera. Predmet istraživanja je ispitivanje uticaja ključnih karakteristika influensera, tj. atraktivnosti, stručnosti, poverenja, podrške proizvodu i njihove usklađenosti sa brendom, na stavove i namere potrošača. Poseban fokus je na medijacijskoj ulozi stava potrošača prema brendu u odnosu između atraktivnosti influensera i kupovne namere. Ovaj pristup omogućava sagledavanje direktnih i posrednih efekata influensera na ponašanje potrošača. Cilj istraživanja je utvrditi kako perceptivne karakteristike influensera utiču na stavove potrošača prema brendu i u kojoj meri njihova javna podrška proizvodima doprinosi oblikovanju potrošačkog ponašanja u procesu donošenja odluka o kupovini. Istraživanje je sprovedeno primenom kvantitativne metodologije, korišćenjem anketnog upitnika na prigodnom uzorku od 304 ispitanika. Doprinos rada ogleda se u boljem razumevanju uticaja influensera na ponašanje potrošača i pružanju praktičnih smernica za digitalni marketing, posebno u pogledu strateškog odabira influensera za kampanje.
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