Consumers, as social beings, are susceptible to influences from their environment, among which reference groups play a significant role. The development of the internet and social media has led to changes in consumer behavior patterns, with influencers emerging as key actors in shaping consumer attitudes and intentions. The subject of this research is to examine the impact of key influencer characteristics, attractiveness, trustworthiness, expertise, product endorsement, and their congruence with the brand, on consumer attitudes and intentions. A special focus is placed on the mediating role of consumer attitudes toward the brand in the relationship between influencer attractiveness and purchase intention. This approach enables the observation of both direct and indirect effects of influencers on consumer behavior. The aim of the study is to determine how perceptual characteristics of influencers affect consumer attitudes toward the brand and to what extent their public endorsement of products contributes to shaping consumer behavior in the purchase decision-making process. The research was conducted using a quantitative methodology, applying a survey questionnaire on a convenience sample of 304 respondents. The contribution of the paper lies in a better understanding of the influence of influencers on consumer behavior and in providing practical guidelines for digital marketing, particularly regarding the strategic selection of influencers for campaigns.
Petrović et al. (2026) studied this question.