The Effects of Inluencer Marketing on Consumers’ Purchasing Behaviors: The Case of Bursa Province

Onur KÖPRÜLÜ and Mithat Turhan

Fiscaoeconomia, 2023, issue 2

Abstract: The increasing impact of the internet on consumption and production relationships is being observed day by day. As a result of their changing needs, consumers find the opportunity to access much information, such as price, distribution, physical and other features, payment facilities, installments, after-sales services, warranty coverage, in a very fast and detailed way. Within this scope, it is observed that e-commerce and social media marketing are replacing traditional (face-to-face) shopping patterns. Many people follow social media influencers as important role models in terms of having various effect over purchasing behaviors of consumers. Within the scope of this research, the effects of social media influencers on purchasing behaviors are examined via a survey method applied to 400 residents in Bursa province. Research methodology is based on Structural Equation Model and Regression Model that aims to reveal the relationships between dependent and independent variables. In this context, it is observed that empathy and ego from the characteristics of the phenomenon affect consumers' purchasing behavior, loyalty behavior and positive WOM behavior. In addition, it is also ascertained that the reliability of the phenomenon message also affects the purchasing behavior, loyalty behavior and positive WOM behavior of consumers.

Keywords: Phenomenon Marketing; Consumer; Purchasing (search for similar items in EconPapers)
JEL-codes: C21 C83 M31 Z13 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:fis:journl:230209

DOI: 10.25295/fsecon.1255086

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