Consumer Perceptions of Instagram Influencers: The Case of Turkey

Altan Aydin

Diplomová práce

Anotace:

This study examines the perception of Instagram influencers by Turkish Instagram users who belong to Generation-Y. The goal of this research is to answer this question: What effects do Instagram influencers have on Turkish people and on their purchasing decisions who belong to Generation-Y? The primary data, which is collected from 84 respondents, is analyzed by descriptive statistics and correlation tests. The findings show some different effects of influencers and influencer marketing on different genders.

Abstract:

This study examines the perception of Instagram influencers by Turkish Instagram users who belong to Generation-Y. The goal of this research is to answer this question: What effects do Instagram influencers have on Turkish people and on their purchasing decisions who belong to Generation-Y? The primary data, which is collected from 84 respondents, is analyzed by descriptive statistics and correlation tests. The findings show some different effects of influencers and influencer marketing on different genders.

Klíčová slova

Influencer Marketing, Social Media, Instagram

Keywords

Influencer Marketing, Social Media, Instagram

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 25. 12. 2019

Obhajoba závěrečné práce

• Obhajoba proběhla 18. 6. 2020
• Vedoucí: Martin Machek
• Oponent: Radek Tahal

Vysoká škola ekonomická v Praze

Magisterský studijní program / obor:
Ekonomika a management / Management