| Abstract [eng] |
SUMMARY 79 pages, 17 tables, 5 figures, 52 references. This first section of theorical part introduces the concept of influencer entrepreneurship and its relation to various content types. It provides an overview of the influencer landscape, traces the historical evolution of influencer marketing and entrepreneurship, and explores the effectiveness of different content types employed by influencers. The second chapter delves into the complexities of influencer marketing in the digital age. It covers the role of platform algorithms in influencer reach and engagement, the continuous adaptation required by influencers to maintain visibility, and the definitions and dimensions of consumer engagement. It also explores the dynamics between content types and audience engagement. The final chapter of the theoretical framework discusses consumer psychology and its implications for purchase intention. It explores the psychological factors that influence consumer behavior, the interaction between consumers and content, and immediate challenges and limitations in the field. Additionally, it anticipates future shifts and opportunities in influencer marketing. This structured framework provides a solid foundation for examining the impact of influencer marketing content types on consumer engagement and purchase intention. It sets the stage for a comprehensive exploration of these interconnected themes, offering valuable insights into the dynamic world of digital influencers and their influence on consumer behavior. |
