engleski

The Impact of Influencers on Purchasing Decision Making Process - An Example of Croatian Social Networks Users

Various factors influence consumer behavior and their purchasing habits. With the development of digital technology, the impact of these factors on buying habits of individuals is increasing much more every day. An individual goes through a certain stage of a purchasing decision making process, and when we combine that process with the need to belong to a certain group, usage of social networks has a significant impact on it. In this paper we will try to find out how big the impact of influencers on this process is and in which stage they impact the most.

consumer behavior, purchase decision, digital marketing, social networks, influencers

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