This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Novi Sad School of Business , Novi Sad , Serbia
Novi Sad School of Business , Novi Sad , Serbia
Novi Sad School of Business , Novi Sad
Traditional media are losing their attractiveness in the modern business environment, particularly among the younger population. At the same time, more and more people are shifting towards social media and relying on influencer endorsements. In these circumstances, it becomes evident that integrating influencers into the company's marketing strategy is imperative. This study aimed to identify statistically significant differences in consumer attitudes toward social media influencers across various age segments. To achieve this, we analyzed variables related to influencer characteristics (similarity, attractiveness, expertise, and reliability) as well as influencer-generated content (informative and entertaining value). Employing a one-factor analysis of variance, we examined different age segments. Analysis of primary data collected from 340 respondents revealed statistically significant differences only in the attractiveness variable. Specifically, younger consumers (under 20 years old) rated their preferred influencers' attractiveness more positively than older consumers (aged 30 to 39). However, no statistically significant differences were observed for the remaining variables among consumers of different age groups. The theoretical implications of this study pertain to enhancing understanding of contemporary consumer attitudes towards influencers. Furthermore, the obtained scientific results guide management in formulating marketing strategies on social networks, particularly concerning selecting appropriate influencers.
The statements, opinions and data contained in the journal are solely those of the individual authors and contributors and not of the publisher and the editor(s). We stay neutral with regard to jurisdictional claims in published maps and institutional affiliations.
