Investigation of how brands using influencer marketing affect the purchasing decisions of the Z generation in the context of Turkiye

Nayab Fatima () and Aylin Erdogdu ()
Additional contact information
Nayab Fatima: Istanbul Arel University / Turkiye
Aylin Erdogdu: Istanbul Arel University / Turkiye

JOURNAL OF LIFE ECONOMICS, 2023, vol. 10, issue 4, 179-189

Abstract: Influencer marketing has significantly altered the way brands connect with their target audience, specifically Generation Z. The aim of this research is to explore how brands using influencer marketing impact the purchasing decisions of Generation Z individuals aged 15 to 25 in Istanbul, Turkiye. Data collection for this study is conducted through a qualitative study approach. A semi-structed questionnaire is used to assess how Generation Z’s perception of an influencer affects how they engage with a brand and how that shapes their buying decision process. The results of this study showed that the attractiveness, integrity and level of fame that an influencer possesses affect the way Generation Z perceives them. If they have loyalty towards an influencer, they are more likely to have loyalty towards the brand associated with the influencer. The conclusions drawn from this study are particularly valuable for brands interested in optimizing their influencer marketing strategies to efficiently establish a connection with Generation Z in the Turkish market.

Keywords: Influencer Marketing; Social Media Marketing; Purchasing Decision; Generation Z (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:jle:journl:jlecon2117

DOI: 10.15637/jlecon.2117

Access Statistics for this article

JOURNAL OF LIFE ECONOMICS is currently edited by Ozge Uysal SAHIN

More articles in JOURNAL OF LIFE ECONOMICS from Holistence Publications
Bibliographic data for series maintained by Mehmet SAHIN ().