2024
DOI: 10.25204/iktisad.1480293
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The Impact of Exaggerated and Deceptive Influencer Advertising and Influencer Attractiveness on Consumer Purchase Intentions

İlknur Ayar

Abstract: The phenomenon of influencer marketing is a growing trend in which companies engage social media influencers to recommend their brands. These influencers create content related to the brand in their posts, which they are remunerated for, and they foster interactive relationships with their followers. The objective of such influencers is to disseminate personal experiences, respond to comments, or enhance engagement. Nevertheless, concerns have been raised by consumers regarding the potential negative effects o… Show more

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