【摘 要】
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Not so long-ago the world was introduced with completely new way of marketing on-line called Influencer Marketing.It is an idea of regular users having a huge influence on the people using online worl
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Not so long-ago the world was introduced with completely new way of marketing on-line called Influencer Marketing.It is an idea of regular users having a huge influence on the people using online world and becoming as an important as famous celebrities.This research will focus on the region of Western Balkans countries and their perception of this concept of marketing on the social media called Instagram.This research tends to show how and in what extant independent variables Perceived Authenticity and W-Word of Mouth have an impact on two dependent variables which are Brand Trust and Purchase intention.An online survey was used via Google Forms to test and explain how are these mentioned above connected and related to each other.The results of this research showed that EWOM and Perceived Authenticity have and significant impact on Brand Trust and Purchase intention at Western Balkan people.
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