The Impact of Influencer’s Perceived Characteristics on Consumer Purchase Behavior

Basit Öğe Kaydı
dc.contributor.authorBil, Erkan
dc.contributor.authorİnal, Mert
dc.contributor.authorÖzkaya, Murat
dc.date.accessioned2025-01-27T20:01:39Z
dc.date.available2025-01-27T20:01:39Z
dc.date.issued2022
dc.departmentÇanakkale Onsekiz Mart Üniversitesi
dc.description.abstractPurpose - The purpose of this study is to evaluate the effects of the influencers’ perceived characteristics (informativeness, perceived ease of use and admiration) on purchase intention and purchase behavior. Design/methodology/approach - The main population of this research, people who use social media and follow at least 1 influencer. IBM SPSS 20 and SmartPLS 3.3.3 package programs were used in the analysis. In the study, confirmatory factor analysis, and Structural Equation Modeling (SEM) analysis were performed to test the relationships in the proposed research model, respectively. Findings - As a result of the structural equation modeling analysis, it was found that informativeness, perceived ease of use and admiration has significant and positive direct effects on purchase intention. In addition, informativeness, perceived ease of use and admiration has significant and positive indirect effects on purchase behavior. Originality/value - The main contribution of this study to the literature is not only to explain the effects of informativeness, perceived ease of use and admiration on purchase intention, but also to comprehensively reveal the effects of these variables on both purchase intention and purchase behavior by considering them together in the context of influencer marketing.
dc.identifier.endpage244
dc.identifier.issn1309-243X
dc.identifier.issn2547-9601
dc.identifier.issue1
dc.identifier.startpage219
dc.identifier.trdizinid1116406
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/1116406
dc.identifier.urihttps://hdl.handle.net/20.500.12428/20165
dc.identifier.volume15
dc.indekslendigikaynakTR-Dizin
dc.language.isoen
dc.relation.ispartofPazarlama ve Pazarlama Araştırmaları Dergisi
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_TRD_20250125
dc.subjectİşletme
dc.titleThe Impact of Influencer’s Perceived Characteristics on Consumer Purchase Behavior
dc.typeArticle

Dosyalar

Koleksiyon

TR-Dizin İndeksli Yayınlar Koleksiyonu