How Do Influencers Affect Consumers’ Decision-Making Process


Özet Görüntüleme: 12 / PDF İndirme: 12

Yazarlar

DOI:

https://doi.org/10.5281/zenodo.15807589

Anahtar Kelimeler:

Sosyal Medya Pazarlaması, Tüketici Karar Verme Süreci, Influencer Pazarlaması, Satın Alma Kararı

Özet

In the new age of social media marketing, we use influencers to affect consumers' decision-making processes. Influencers seek to encourage their followers to buy the brand or product they promote. The better the influencer actively advertises, the more the brand sells. Influencer marketing is a partnership between the brand and the influencer. The purpose of the research is to investigate the impact of influencers on customers' decision-making processes through influencer marketing. An online questionnaire was used to conduct data for this study. The results show that Influencers’ effect on the "Need Recognition" is much more effective than their effect on the "Pre-Purchase Decision". To implement the findings accurately, the companies should focus more on the consumers’ need recognition stage while using influencer marketing.

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Yayınlanmış

2025-06-30

Nasıl Atıf Yapılır

Ergün, N. B., & Gültekin Salman, G. (2025). How Do Influencers Affect Consumers’ Decision-Making Process. Premium E-Journal of Social Sciences (PEJOSS), 9(55), 447–457. https://doi.org/10.5281/zenodo.15807589