Sosyal Medya Fenomenleri̇ni̇n Satin Alma Karar Süreci̇ Üzeri̇ndeki̇ Rolünün İncelenmesi̇

Semiz, Buket Bora; Zengin, Ezgi

doi:10.15295/bmij.v7i5.1216

Cited by 4 publications

(1 citation statement)

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“…Even in second-hand online shopping, it is possible to state that influencers have an impact on their followers. It is known that there are various studies that online influencer marketing (Leung, et al 2022) influences and compels consumers in various ways by sharing posts on social media platforms and influences their purchasing decisions in the online shopping process (Nandagiri and Philip, 2018;Staudinger, 2019;Semiz and Zengin, 2019; Yuan and Lou 2020). There are also some studies on the influence of influencers on consumers' attitudes and behaviours towards second-hand clothing and fashion products (Mohammad et al 2020; Farhadi and Stefanska 2020; Lidgren and Major 2021; Shrivastava et al 2021: Boardman et al 2022).…”

Section: Introductionmentioning

confidence: 99%

The Role of Influencers in Online Second-Hand Clothing Shopping: The Case of Dolap Application in Türkiye

Önem,

Selim Selvi

2023

JEFMS

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The main purpose of this study was to explore the effects of influencers on consumers in the Dolap application in Türkiye, an online second-hand clothing shopping platform. In this context, a semi-structured interview form was used with 20 people who use the Dolap application. Interviews were conducted face-to-face and over the phone. It has been revealed that the influence of influencers on the purchase of second-hand clothing by consumers using the application is low, but the brands used by the influencer when making a purchase decision can affect the purchase decision. The most important basic criterion for purchasing clothing is economic benefit. The most common problem is payments. Buyers are happy to buy cheaper products in the market and sellers are happy to earn income and profit. In this study, the shipping process and the mismatch between the product's image and the product itself emerged as the main sources of concern. According to the results, influencers can have an impact on consumers in terms of purchasing branded products at affordable prices, following fashion, and partially creating environmental awareness. It can be stated that the second-hand clothing market, even in the online environment, paves the way for consumers to develop a purchasing behaviour pattern specific to their own identities and lifestyles, is preferred for reasons such as obtaining economic value (financial savings) due to the opportunity to find quality and branded products at a more affordable price, providing functional benefits arising from the use of the product.

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Section: Introductionmentioning

confidence: 99%

The Role of Influencers in Online Second-Hand Clothing Shopping: The Case of Dolap Application in Türkiye

Önem,

Selim Selvi

2023

JEFMS

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The Effect of Online Source Credibility of the Influencer on the Brand Equity and Consumer Purchase Intention in Social Media Marketing

Güven

KÖKEN²

2022

Alanya Akademik Bakış

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With the widespread use of internet as a result of advancing technology, businesses use various marketing channels and communication methods to reach their customers. One of these marketing channels is social media platforms. Brands or companies carry out product /brand promotion activities through social media tools by cooperating with the influencers. Consumers who use social media marketing devices, via influencers, can get information, generate contents, and share their ideas with other users about products and services. The spread of using influencers shapes the brand equity and purchase intentions rapidly and significantly. The main aim of this research is to analyse whether there is an influence of the online source credibility of the influencer on customer-based brand equity, and whether brand equity has an effect on purchase intention. Survey method has been used for this research. The universe of the research consists of social media users who are 18 years old and above. 900 participants as the sample have been surveyed online or face-to-face, and 812 of these participants have answered the questionnaire. The collected data have been analysed by using structural equation model. As a result of this research, it has been found out that attractiveness, credibility and online self-presentation which are the sub-dimensions of online source credibility have a positive effect on brand equity, and that another subdimension, competence doesn’t have a significant positive effect brand equity. Another result of this research is that brand equity has a positive influence on purchase intention.

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The Effect of Phenomenon in Social Media Marketing Activities

Kiraz,

Basal

2024

OJBM

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During the 2000s, the way companies operate and carry out their marketing communications was altered by the growth of the internet and the impact of globalization. These developments have made online shopping more and more important every day. Corporate social media activities have become essential for marketing communication due to the swift dissemination of social media. Social media tools enable individuals to promptly learn about the produced goods or services, generate content, and swiftly share ideas with businesses and fellow consumers during their engagements. Consumer buying behavior is also influenced by social media activity. Sales companies attempting to enhance their recognition utilize online phenomena in order to impact purchasing behavior. The Internet is a worldwide communication system that allows a computer or smart device to transmit and receive data and information. You can access desired web pages and data through the Internet. Additionally, a computer enables you to communicate with individuals globally. It is commonly used to represent a phenomenon that is widely recognized by many individuals through the Internet, and is frequently shared anonymously in the form of popular images, videos, words, or phrases. Companies also tend to take advantage of Internet phenomena, because any phenomenon can spread on the Internet. As a result of all these, this study aims to determine the effect of internet phenomena on consumers' purchasing behavior. The data collected from the questionnaire were applied online using Google form. These data were collected from 330 people in Istanbul. The obtained data were analyzed through SPSS statistical program. As a result of the Anova and t-test, the hypotheses formed in the study were proven to be correct. It is recommended that this study be applied throughout Türkiye in addition to Istanbul.

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Sosyal Medya Fenomenleri̇ni̇n Satin Alma Karar Süreci̇ Üzeri̇ndeki̇ Rolünün İncelenmesi̇

Cited by 4 publications

References 0 publications

The Role of Influencers in Online Second-Hand Clothing Shopping: The Case of Dolap Application in Türkiye

The Role of Influencers in Online Second-Hand Clothing Shopping: The Case of Dolap Application in Türkiye

The Effect of Online Source Credibility of the Influencer on the Brand Equity and Consumer Purchase Intention in Social Media Marketing

The Effect of Phenomenon in Social Media Marketing Activities

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