Influencer effect on consumer buying behaviour in Turkey

Gulden Kuru Ipek, BA

Diplomová práce

Abstract:

This research aims to explore the growing influence of Instagram influencers on consumer behaviour in the Turkish market. The research focuses on how Turkish Instagram users engage with influencers, aspire to emulate their lifestyles, and the extent to which they trust and follow influencer recommendations. Instagram has a significant user base in Turkey. The research hypothesizes that Turkish users, regardless of their socio-economic status, are likely to trust influencers and incorporate their preferences into purchasing decisions. To gather insights, we will conduct a survey targeting Turkish Instagram users. The survey will explore demographics, income levels, influencer engagement, and the impact of influencer recommendations on buying choices. The research aims to help readers understand how Instagram influencers impact consumer decision-making in Turkey. The research uses both quantitative and qualitative analyses.

Keywords

influencer, turkey influencer, consumer buying behaviour, Influencer marketing, social media influencers

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 24. 3. 2024

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Economics and Management