Influencer role in purchasing process in Italy 2021
During a 2021 survey carried out among Italian consumers who follow at least one macro-influencer on social media, 54 percent of respondents said they followed an influencer because of their role as a tutor who explains a product. The influencer was seen as a discoverer who makes new products known by 47 percent of respondents, while 41 percent saw them as a friend who indicates when and where to complete a purchase.
