Perception of Influencer Marketing in the Slovak Republic

Nowadays, relationship marketing and online marketing have become the most commonly used tools for companies in promoting their products or services. In addition, influencer marketing represents a mixture of new and old marketing tools. Its main goal is to engage through the placement of celebrities in advertising campaigns focused on specific goods or services. It is a type of social media marketing, the main pillars of which are recommendations and reviews about goods and services from highly followed celebrities. Studies of these personalities serve as information for potential customers, and the products or services thus become trustworthy for customers. Our research shows that today there are very few people who are not affected by social networks and influencers. As part of our research, a questionnaire survey was conducted. The survey aimed to determine the perception and influence of influencer marketing on the citizens of the Slovak Republic. As a result, a high potential of activities involving the participation of digital influencers was identified.