Consumer Cynicism in Influencer Marketing: An Impact Analysis on Purchase Intention and Brand Loyalty
Social media has become a significant platform that meets consumers' information, entertainment, and socialization needs in today's world. In this dynamic environment, consumer cynicism represents a sceptical and critical attitude developed towards brands and marketing messages. Influencer...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | deu |
| Published: |
Mustafa Süleyman ÖZCAN
2024-03-01
|
| Series: | İtobiad |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/tr/download/article-file/3670963 |
| _version_ | 1797224392012333056 |
|---|---|
| author | Mehmet Gökerik |
| author_facet | Mehmet Gökerik |
| author_sort | Mehmet Gökerik |
| collection | DOAJ |
| description | Social media has become a significant platform that meets consumers' information, entertainment, and socialization needs in today's world. In this dynamic environment, consumer cynicism represents a sceptical and critical attitude developed towards brands and marketing messages. Influencer marketing involves the strategy of using social media influencers to promote businesses' products and services and is observed to have a significant impact on consumer cynicism. The study has shown that credible posts and influencer recommendations reduce consumer cynicism, thereby increasing brand loyalty and purchase intentions. Findings from a survey of 214 participants in Karabük, analyzed using structural equation modelling, indicate that the authenticity and realism of influencer content can enhance consumers' trust in businesses, significantly reducing consumer cynicism. This reduction leads to an increase in brand loyalty and purchase intentions. The research illuminates the interaction between influencer marketing strategies and consumer cynicism, emphasizing the potential of influencer marketing to mitigate consumer cynicism and its subsequent positive effects on brand loyalty and purchase behaviours. The findings of this study are particularly important in today's marketing understanding, where the importance of digital marketing strategies is increasing, and consumer scepticism is frequently observed. In this context, the research demonstrates the potential of the effective use of influencer marketing to create value for businesses and expand the consumer base, highlighting realism and trust as critical factors in influencer-business collaborations. Thus, the study provides awareness of how businesses can strategically use influencer marketing to impact consumer attitudes and decisions positively. |
| first_indexed | 2024-04-24T13:52:23Z |
| format | Article |
| id | doaj.art-42788d69b6224992b7516d3913cf5ffb |
| institution | Directory Open Access Journal |
| issn | 2147-1185 |
| language | deu |
| last_indexed | 2024-04-24T13:52:23Z |
| publishDate | 2024-03-01 |
| publisher | Mustafa Süleyman ÖZCAN |
| record_format | Article |
| series | İtobiad |
| spelling | doaj.art-42788d69b6224992b7516d3913cf5ffb2024-04-04T02:06:57ZdeuMustafa Süleyman ÖZCANİtobiad2147-11852024-03-0113140442110.15869/itobiad.14224382197Consumer Cynicism in Influencer Marketing: An Impact Analysis on Purchase Intention and Brand LoyaltyMehmet Gökerik0KARABÜK ÜNİVERSİTESİ, İŞLETME FAKÜLTESİSocial media has become a significant platform that meets consumers' information, entertainment, and socialization needs in today's world. In this dynamic environment, consumer cynicism represents a sceptical and critical attitude developed towards brands and marketing messages. Influencer marketing involves the strategy of using social media influencers to promote businesses' products and services and is observed to have a significant impact on consumer cynicism. The study has shown that credible posts and influencer recommendations reduce consumer cynicism, thereby increasing brand loyalty and purchase intentions. Findings from a survey of 214 participants in Karabük, analyzed using structural equation modelling, indicate that the authenticity and realism of influencer content can enhance consumers' trust in businesses, significantly reducing consumer cynicism. This reduction leads to an increase in brand loyalty and purchase intentions. The research illuminates the interaction between influencer marketing strategies and consumer cynicism, emphasizing the potential of influencer marketing to mitigate consumer cynicism and its subsequent positive effects on brand loyalty and purchase behaviours. The findings of this study are particularly important in today's marketing understanding, where the importance of digital marketing strategies is increasing, and consumer scepticism is frequently observed. In this context, the research demonstrates the potential of the effective use of influencer marketing to create value for businesses and expand the consumer base, highlighting realism and trust as critical factors in influencer-business collaborations. Thus, the study provides awareness of how businesses can strategically use influencer marketing to impact consumer attitudes and decisions positively.https://dergipark.org.tr/tr/download/article-file/3670963i̇nfluencer pazarlamatüketici sinizmisatın alma niyetimarka sadakatidijital pazarlamainfluencer marketingconsumer cynicismpurchase intentionbrand loyaltydigital marketing |
| spellingShingle | Mehmet Gökerik Consumer Cynicism in Influencer Marketing: An Impact Analysis on Purchase Intention and Brand Loyalty İtobiad i̇nfluencer pazarlama tüketici sinizmi satın alma niyeti marka sadakati dijital pazarlama influencer marketing consumer cynicism purchase intention brand loyalty digital marketing |
| title | Consumer Cynicism in Influencer Marketing: An Impact Analysis on Purchase Intention and Brand Loyalty |
| title_full | Consumer Cynicism in Influencer Marketing: An Impact Analysis on Purchase Intention and Brand Loyalty |
| title_fullStr | Consumer Cynicism in Influencer Marketing: An Impact Analysis on Purchase Intention and Brand Loyalty |
| title_full_unstemmed | Consumer Cynicism in Influencer Marketing: An Impact Analysis on Purchase Intention and Brand Loyalty |
| title_short | Consumer Cynicism in Influencer Marketing: An Impact Analysis on Purchase Intention and Brand Loyalty |
| title_sort | consumer cynicism in influencer marketing an impact analysis on purchase intention and brand loyalty |
| topic | i̇nfluencer pazarlama tüketici sinizmi satın alma niyeti marka sadakati dijital pazarlama influencer marketing consumer cynicism purchase intention brand loyalty digital marketing |
| url | https://dergipark.org.tr/tr/download/article-file/3670963 |
| work_keys_str_mv | AT mehmetgokerik consumercynicismininfluencermarketinganimpactanalysisonpurchaseintentionandbrandloyalty |