|
Vol.15, No.2, May 2026. ISSN: 2217-8309 eISSN: 2217-8333
TEM Journal
TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS Association for Information Communication Technology Education and Science |
Influencer Driven Local Consumption: Cross-Generational Approach
Margareta Nadanyiova, Jana Majerova
© 2026 Margareta Nadanyiova, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)
Citation Information: TEM Journal. Volume 15, Issue 2, Pages 2045-2053, ISSN 2217-8309, DOI: 10.18421/TEM152-91, May 2026.
Received: 22 July 2025.
Abstract:
The aim of this article is to verify the effectiveness of influencer marketing by local producers in relation to different generations of consumers. The research was conducted in March 2025 on a sample of 522 respondents. The basic research method was a CAWI questionnaire survey. Five hypotheses were set. These hypotheses concerned the importance of influencer marketing in the communication of local producers; i.e., the impact that influencers have on the purchasing decisions of different generations of consumers, and the relationship between the age of respondents and their preferences regarding the types of local products promoted. Hypotheses 1-4 were statistically tested using the single proportion testing method. Hypothesis 5 was verified using two-dimensional descriptive statistics. A review of the literature shows that influencer marketing has evolved from a cost-effective, global communication tool based on trust and authenticity to a complex strategy. Its effectiveness today hinges on selecting influencers whose values align with those of the brand and who have a strong presence in specific regional and market contexts. However, a comprehensive approach that identifies how each generation engages with influencer marketing, and the impact of this communication activity on their purchasing decisions, is lacking. Similarly, an approach that identifies sub-local markets characterised by an increased sensitivity to influencer marketing is also lacking. For this reason, research questions have been derived, the results of which are presented in this paper. The research questions focus on whether influencer marketing is a relevant communication activity for local producers, the impact of influencer marketing on the purchasing decisions of different generations of customers, and which product categories promoted by local producers are characterised by a higher level of sensitivity in purchase decision-making within each generation compared to others. The results show that influencer marketing is a relevant communication activity for local producers, as more than half of respondents follow influencers who promote products from local producers. Generation X respondents are less affected by influencers who promote products from local producers than Generations Y and Z. There is a statistically significant relationship between the age of respondents and their preferred promoted local products: Generation Z specifically prefers cosmetics. Generations X and Y prefer food and clothing.
Keywords – Influencer marketing, consumers, social media, generational stratification, local producers. |
|
----------------------------------------------------------------------------------------------------------- ----------------------------------------------------------------------------------------------------------- |