Purpose – the purpose of the article is to analyze the impact effect of Influencers marketing on consumer
buying behavior by determining which partnership opportunities are most relevant.
Research methodology – the theoretical analysis of scientific literature and quantitative statistical analysis of empirical
research results.
Findings – the research in Lithuania has shown that before making a decision to purchase a product or a service, most
respondents are actively seeking information in social networks by reading other costumers feedback. Moreover, the
survey reveals that recommendations, comments, shared information about certain brands by Influencers are the most
important factors in changing buying behavior.
Research limitations – the main limitations of research may be the geographical research area – Lithuania and social
networks (Facebook).
Practical implications – understanding of Influencers impact on consumer buying behavior.
Originality/Value – this scientific topic is rather new. Scientists, like Matsumura, Yamamoto, & Tomozawa (2008),
investigated Influencers and Consumer Insights impact in the Blogosphere; Thakur, Srivastava (2015) presented a Conceptual research model of Influencers impact of Customer Satisfaction and Loyalty and etc. However, there is a lack of
research investigating the impact of Influencer marketing on consumer buying behavior. This research aims to fill this
gap in the Lithuanian case