Vpliv modnih vplivnežev na nakupne navade generacije Z in milenijcev

In the age of social media, influencers are an important marketing tool, especially when it comes to their influence on Generation Z and Millennials as they use influencer communication techniques. The article summarises the findings of various studies in which the authors study the influence of online influencers on purchasing behaviour when it comes to fashion products, emphasising the importance of authenticity, originality and transparency. The research also shows that an appropriate content strategy is important for the credibility of influencers, who, through thoughtful storytelling techniques, encourage favourable responses from followers and share content on social networks. In the study, we examined the influence of fashion influencers on the purchasing behaviour of Instagram users, especially when it comes to young people. Our objective was to analyse the impact of influencers, the power of their tools and how they are perceived by consumers. The aim of the research was to contribute to understanding the role of influencers in young people’s fashion purchases. Our research shows that Instagram influencers play an important role in the purchasing decisions of respondents who actively follow fashion content. The research results show that official profiles and user reviews have a greater impact on purchasing decisions than sponsored posts by influencers. There is also moderate scepticism regarding the accessibility of fashion influencer profiles, which is reflected in the relatively low share of those who made purchases based solely on their recommendations. Nevertheless, respondents regularly buy textiles online, mainly for practical reasons, e.g. greater choice and easier shopping. Sustainability is also important in their purchasing decisions. The results can significantly contribute to effective marketing strategies when it comes to fashion purchases.