THE ROLE OF INFLUENCER MARKETING IN THE PURCHASING DECISIONS OF Z-GENERATION CONSUMERS

Celem pracy jest analiza wykorzystania roli influencera w kreowaniu relacji z klientami pokolenia Z. Zaprezentowano w niej wyniki badania dotyczącego influencer marketingu jako źródła rekomendacji produktowej dla konkretnej grupy odbiorców, mianowicie pokolenia Z. Udało się ustalić, że działalność influencera przyczynia się do podejmowania decyzji zakupowych przedstawicieli pokolenia Z w bardzo dużym stopniu, a także wskazano, że poziom popularności influencera wpływa na poziom rzetelności danych na temat produktu.

The aim of this paper is to analyse the use of the influencer role in creating relationships with Generation Z customers. The basic issues are explained and the field of action of the described marketing is introduced. In addition to explaining the definitions of influencer, generation Z or influencer marketing, a description of the scope of marketing in the Internet domain was created. The perception of social media marketing by generation Z and the marketing activities orienting generation Z towards the acquisition of goods are described. Research was conducted on influencer marketing as a source of product recommendations for a specific audience, namely generation Z. It has been possible to establish that influencer activity contributes to the purchasing decisions of Generation Z representatives to a very large extent, and it has also been indicated that the level of popularity of an influencer influences the level of reliability of product data.