English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Current trends in marketing communication present influencer marketing as a new tactic in marketing strategy solutions. The article is focused on the impact of influencer marketing on consumer behavior. The aim of the article is to find out, based on questionnaire survey ́s results, whether selected segment of consumers considers influencer marketing to be important factors affecting their consumer behavior. Given the results of a questionnaire survey conducted by ourselves, a group of women who follow the influencers was defined for the Y generations, i. e. age range from 19 to 25 years. The basic feature of this generation is technical prowess, so the results corresponds to the interest of respondents.

IMPACT OF INFLUENCER MARKETING ON CONSUMER BEHAVIOR