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Evaluating the Impact and Perception of Influencer Marketing Among Romanian Consumers—Insights from Quantitative Research

Author

Listed:
  • Anita Cornelia Szakal

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania)

  • Gabriel Brătucu

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania)

  • Eliza Ciobanu

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania)

  • Ioana Bianca Chițu

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania)

  • Ana Alexandra Mocanu

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania)

  • Marius Bălășescu

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania)

  • Gheorghe Ialomițianu

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania)

Abstract

Currently, one of the most widely used marketing techniques is influencer marketing, but is its true impact on Romanians truly understood? This article aims to establish the perception of influencer marketing activities by Romanian consumers. A quantitative study was conducted, gathering 618 responses through an online questionnaire. It was found that 92% of the respondents made at least one purchase based on content creator recommendations, with Instagram being perceived as the most impactful platform for such campaigns. However, the success of these campaigns relies on several strategic elements. These include selecting content creators who align with the product or service being promoted and ensuring that the influencer’s audience demographics match the target audience. Companies must also prioritize transparency and the seamless integration of products into influencers’ daily lives, as well as considering factors like content type, the frequency of posts, and budget. The results indicate that well-structured influencer partnerships, particularly on Instagram, enhance consumer trust and enhance marketing impact. These insights offer valuable guidance for developing effective digital marketing strategies emphasizing to specific business needs.

Suggested Citation

  • Anita Cornelia Szakal & Gabriel Brătucu & Eliza Ciobanu & Ioana Bianca Chițu & Ana Alexandra Mocanu & Marius Bălășescu & Gheorghe Ialomițianu, 2024. "Evaluating the Impact and Perception of Influencer Marketing Among Romanian Consumers—Insights from Quantitative Research," Administrative Sciences, MDPI, vol. 14(11), pages 1-23, October.
    • Handle: RePEc:gam:jadmsc:v:14:y:2024:i:11:p:276-:d:1506555
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    References listed on IDEAS

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    1. Jacobson, Jenna & Gruzd, Anatoliy & Hernández-García, à ngel, 2020. "Social media marketing: Who is watching the watchers?," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
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    Cited by:

    1. Denisa-Andreea PROFIR & Daniela MARINICÄ‚, 2026. "Consumer Perceptions and Cognitive Biases in Digital and Traditional Brand Communication," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 65-79, March.
    2. Zeynep Alkan & Ayhan Dolunay & Sevilay UlaÅŸ, 2025. "Influencers in Luxury Brand Communication: An Evaluation of the Relationship Between Source Credibility, Persuasive Message, and Parasocial Engagement," SAGE Open, , vol. 15(3), pages 21582440251, September.

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