Influencer Marketing and Purchase Intention

Abstract

Based on the research findings, companies using influencer marketing to reach Slovak Generation Z should consider the following recommendations. The most important are selecting influencers carefully, build long-term relationships, consider working with micro-influencers and track and measure the effectiveness of influencer marketing campaign. By taking these recommendations into consideration, companies can effectively leverage influence marketing to reach and engage their target audience in Slovakia.

Additionally, the study shows that source credibility and parasocial relationships play an important role in the purchase intention of consumers within influencer marketing. While many respondents trust influencers to some extent and form parasocial relationships with them, some do not trust them at all.