|Abstract:||Today, we come across advertising every day and everywhere. Our world is cluttered with ads, which companies publish in many different ways. Therefore, it is no longer a problem to create an ad, the problem is to create a good ad – one that will attract more loyal customers at the same time. Social networks have become an important tool of advertising, which has given rise to influential people. Because of their genuineness, communication skills and similarity to their followers, they have a greater purchasing function than traditional ways of advertising. The purpose of our master's thesis was to explore how influencers influence product purchase through social networks. In the research, we try to find out what does and does not influence purchasing decisions of individuals. We want to determine the importance of the relationship between influencers and their followers, which encourages consumers to buy a certain product.
In the theoretical part, we presented marketing communication, types of instruments of marketing communication, who an influencer is, groups in which influencers are divided, types of social networks and the impact influencers have on purchase. In the empirical part, we wanted to explore what is important to consumers or what convinces them to buy a product because of Slovenian influencers. For this purpose, we designed a questionnaire, which was shared on social networks, such as Facebook, Instagram and LinkedIn. The study included 201 individuals who responded correctly to the entire survey. The research has shown that influencers’ honesty, trust, simplicity and the ability are important to customers. We also found that if the customer is satisfied with the product they bought because of a Slovenian influencer, they will make such a purchase in the future.|