Poveikio vartotojo sprendimui pirkti gerinimas pasitelkiant prekės ženklų ambasadorių ir nuomonės formuotojų reklamą

Abstract

With the gradual economic integration and intensification of competition, the brand is one of the most important symbols of the company. The real challenge becomes solutions to divert customer attention and drive sales. As such a problematic situation grows, companies decide to form people’s opinion about the brand, create its value, product or company using the services of opinion formers - influencers and brand ambassadors. Ambassadors and influencers influence the consumer’s decision to buy. In the theoretical part of the work, after analyzing foreign and Lithuanian scientific works, a model of impact and benefits is formed: the benefits of the participation of ambassadors and opinion formers in advertising through the impact on consumers are singled out. The research strategy chosen in the work will be carried out in the following way: in order to study the impact of the participation of ambassadors and opinion formers in advertising for consumers to buy, a quantitative study will be used. For example, examining and comparing the impact on consumers of the participation of ambassadors and opinion formers in advertising. Based on the quantitative research, the personifications of opinion makers and ambassadors for the beauty industry will be developed: appearance, character, hobbies. Quantitative research will examine which person should receive the most consumer attention to buy through the impact. So, the first study found that the symbolic effect is generated the most: status, prestige, identification, satisfaction, pride. The second study sought to identify what elements of symbolic influence drive the purchase of a product in the beauty industry. Thanks to the obtained results, an image of the personality was formed, which would help to sell the product of the beauty industry to the consumer.