A study on influencers' role in the buying-decision process within the context of word-of-mouth marketing: A comparison between USA and Turkey

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dc.authorscopusid57573694500
dc.authorscopusid57572924500
dc.authorscopusid57211610581
dc.contributor.authorMedani,T.A.
dc.contributor.authorŞahin,C.
dc.contributor.authorEsiyok,E.
dc.contributor.otherPublic Relations and Advertising
dc.date.accessioned2024-07-05T15:45:51Z
dc.date.available2024-07-05T15:45:51Z
dc.date.issued2020
dc.departmentAtılım Universityen_US
dc.department-tempMedani T.A.; Şahin C.; Esiyok E., Atilim University, Turkeyen_US
dc.description.abstractThe aim of this study is to explore influencers' role in buying-decision process within the context of word-of-mouth marketing and how it differs among different countries. Therefore, to make a comparison between the two countries, United States of America and Turkey are chosen. In the study, in-depth interview technique was used to obtain the data. Interviews were conducted with 20 participants who used Instagram and followed at least one influencer. Ten participants were from United States of America and 10 were from Turkey. In total, three themes were identified. Following the analysis, it was found that trust is very important. If the followers did not trust influencers, they would not prefer to buy or try the product that they have suggested. © 2021, IGI Global.en_US
dc.identifier.citation2
dc.identifier.doi10.4018/978-1-7998-3201-0.ch009
dc.identifier.endpage158en_US
dc.identifier.isbn978-179983203-4
dc.identifier.isbn978-179983201-0
dc.identifier.scopus2-s2.0-85128084499
dc.identifier.startpage149en_US
dc.identifier.urihttps://doi.org/10.4018/978-1-7998-3201-0.ch009
dc.identifier.urihttps://hdl.handle.net/20.500.14411/3948
dc.institutionauthorEşiyok, Elif
dc.language.isoenen_US
dc.publisherIGI Globalen_US
dc.relation.ispartofHandbook of Research on New Media Applications in Public Relations and Advertisingen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subject[No Keyword Available]en_US
dc.titleA study on influencers' role in the buying-decision process within the context of word-of-mouth marketing: A comparison between USA and Turkeyen_US
dc.typeBook Parten_US
dspace.entity.typePublication
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relation.isAuthorOfPublication.latestForDiscoverye489bd32-ceb3-455e-8075-884f9204a4bf
relation.isOrgUnitOfPublication841d7092-7028-4c5e-80ae-af8281c40f91
relation.isOrgUnitOfPublication.latestForDiscovery841d7092-7028-4c5e-80ae-af8281c40f91

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