A Study on Influencers' Role in the Buying-Decision Process Within the Context of Word-Of Marketing: A Comparison Between Usa and Turkey

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dc.authorscopusid 57573694500
dc.authorscopusid 57572924500
dc.authorscopusid 57211610581
dc.contributor.author Medani,T.A.
dc.contributor.author Şahin,C.
dc.contributor.author Esiyok,E.
dc.contributor.other Public Relations and Advertising
dc.date.accessioned 2024-07-05T15:45:51Z
dc.date.available 2024-07-05T15:45:51Z
dc.date.issued 2020
dc.department Atılım University en_US
dc.department-temp Medani T.A.; Şahin C.; Esiyok E., Atilim University, Turkey en_US
dc.description.abstract The 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.citationcount 2
dc.identifier.doi 10.4018/978-1-7998-3201-0.ch009
dc.identifier.endpage 158 en_US
dc.identifier.isbn 978-179983203-4
dc.identifier.isbn 978-179983201-0
dc.identifier.scopus 2-s2.0-85128084499
dc.identifier.startpage 149 en_US
dc.identifier.uri https://doi.org/10.4018/978-1-7998-3201-0.ch009
dc.identifier.uri https://hdl.handle.net/20.500.14411/3948
dc.institutionauthor Eşiyok, Elif
dc.language.iso en en_US
dc.publisher IGI Global en_US
dc.relation.ispartof Handbook of Research on New Media Applications in Public Relations and Advertising en_US
dc.relation.publicationcategory Kitap Bölümü - Uluslararası en_US
dc.rights info:eu-repo/semantics/closedAccess en_US
dc.scopus.citedbyCount 2
dc.subject [No Keyword Available] en_US
dc.title A Study on Influencers' Role in the Buying-Decision Process Within the Context of Word-Of Marketing: A Comparison Between Usa and Turkey en_US
dc.type Book Part en_US
dspace.entity.type Publication
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relation.isAuthorOfPublication.latestForDiscovery e489bd32-ceb3-455e-8075-884f9204a4bf
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relation.isOrgUnitOfPublication.latestForDiscovery 841d7092-7028-4c5e-80ae-af8281c40f91

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