Abstract:

The purpose of this article is to analyse the perception consumer generations have on influencers’ posts on various Social Media platforms such as blogs, YouTube, Instagram and Facebook. The research methodology will consist in interpreting the results of a questionnaire applied to a number of 324 respondents regarding the impact of notoriety, trust, authenticity of expertise and creativity of influencers' posts on the decision to purchase a brand. The conclusion of the research is that brands are able to exponentially increase the visibility of their products and services by appealing to the popularity influencers enjoy, thus reaching the target audience much faster and more efficiently.