The Impact of Opinion Leaders on the Consumer Behaviour in the Global Digital Environment

Abstract

Research background: Opinion leaders have always influenced consumers’ decision-making process. At present, with the development of digital technologies and social networks, influencers have taken on the role of opinion leaders worldwide. Influencers represent a very authentic group of people who publish their attitudes, opinions and observations through social media. People sympathize with them because the content they publish is close to them and reminds them of their own lives and the situations they face or would like to experience in the future. The impact of influencers is really great. This is also evidenced by the fact that a separate area called influencer marketing has emerged within the global marketing. Influencer marketing can be defined as the process of researching, identifying, supporting and engaging people in high-impact conversations. Purpose of the article: The aim of the contribution is to point out the history of the activity of opinion leaders in the traditional environment up to the current global digital environment and social networks. Methods: The authors used the analysis of secondary data and the comparison of knowledge from the results of global research studies and the research study processed by authors. Findings & Value added: The article provides a new perspective on the impact of opinion leaders on consumer behaviour and defines the characteristics that are most important in influencing the consumer.

Keywords

• opinion leaders
• consumer behaviour
• social networks
• global digital environment