INFLUENCER MARKETING FACTORS AFFECTING CONSUMER BEHAVIOR
Influencer marketing is a current phenomenon and a crucial part of digital marketing strategies for companies, particularly targeting Generation Y and Z, who are highly active on social media. The aim of this study is to identify the key factors influencing consumer decisions to follow influencers a...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | Czech |
| Published: |
Vydavatelství ZČU v Plzni
2025-07-01
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| Series: | Trendy v podnikání |
| Subjects: | |
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