LJUBLJANA, Dec. 14 (Xinhua) -- Nearly one-third of adult internet users in Slovenia regularly follow social media influencers engaged in promotional activities, according to a survey released Sunday by the Center for Social Informatics (CSI) at the Faculty of Social Sciences, University of Ljubljana.
After surveying 1,262 adult internet users in May, the questionnaire found that 93 percent of respondents are familiar with influencers promoting products and services, and 31 percent follow them regularly. Instagram is the most popular platform, followed by YouTube, Facebook, and TikTok.
Respondents most often associate influencers with advertising and promotion. Although influencers can affect purchasing decisions, the CSI noted that their influence varies significantly among individuals.
According to the survey, foreign influencers have more followers than local ones, accounting for 54 percent of all mentions. Meanwhile, awareness of virtual influencers remains low. Only 0.6 percent of respondents said they follow virtual influencers, all of whom are from outside Slovenia.
