Abstract:

Long before the internet hit our world, influencer marketing was practiced traditionally. Businesses have mostly used social influencers, such as sportsmen, celebrities etc., for decades to market or support goods or services through traditional media. But the rise of social networks has now drastically altered how marketing functions. Influencers on social media have a significant impact on the (digital) lives of millions of people worldwide. Modern influencer marketing depends on social media influencers, or people with a sizable social media following, to increase online interest in goods or services that a company or brand has supported. The aim of this research is to find out the risks of influencer marketing and how they will affect consumer behavior. More than 60% of respondents know the term "influencer marketing". We have identified the biggest risks of influencer marketing, such as cooperation with an influencer with a small number of followers; promoting with an influencer who does not follow the same lifestyle as the brand with which he or she cooperates; promoting with an influencer who does not have knowledge about the given product and brand; or using a virtual influencer. Almost 60% of people aged 18–25 would have no problem buying a product promoted by a virtual influencer. From this, it can be concluded that the young people at whom this type of influencer is directed are trustworthy for them. It is therefore possible to consider the virtual influencer as the future of influencer marketing.