A Research on Influencer Marketing as a Digital Marketing Strategy

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İzmir International Conference on Technology and Social Sciences
IICTSS2022 Book of Abstracts
A Research on Influencer Marketing as a Digital Marketing Strategy

A Research on Influencer Marketing as a Digital Marketing Strategy

Authors : Bora Göktaş, Rezzan Eroğlu

Pages : 5-5

View : 109 | Download : 170

Publication Date : 2022-08-31

Abstract :As digital media continues to influence the world, influencer marketing has become part of the brand's marketing budget. Since brands have started to give more importance to digital marketing, they have started to do their marketing activities with influencers through social networks by following influencers in social networks. Digitalization has increased due to the fact that consumers are more active in the internet environment and the number of users and posts in social media due to Covid-19, which entered our lives in 2020. Thus, influencer marketing has become one of the new concepts that entered our lives. Today's brands use influencers to promote their goods and services. This is because brands are one of the marketing strategies that can increase success rates by influencing a wider group of potential customers. The interesting point is that the credibility of influencers is one of the factors that motivate consumers to buy. The purpose of this study is whether the trust in influencers is the main reason for the consumer buying process. The method used in this article, the responses of the study conducted among 203 participants were examined with the SPSS 26 program. As the main finding is impressive, as evidenced by the accuracy of reliability in the purchase of the purchase.
Keywords : Marketing, digital marketing, Influencer marketing

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