Akademik Veri Yönetim Sistemi
Tezin Türü: Yüksek Lisans
Tezin Yürütüldüğü Kurum: Van Yüzüncü Yıl Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme Yönetimi (Yl) (Tezli), Türkiye
Tezin Onay Tarihi: 2025
Tezin Dili: İngilizce
Öğrenci: ARDALAN WALI MAHMOOD MAHMOOD
Danışman: İbrahim Aydın
Özet:
The purpose of this study
is to investigate the mediating role of word of mouth in the effect of
influencer attractiveness on purchase intention. The survey form was shared on
social media platforms and data was collected from 215 people. The study specifically
aimed to determine whether the attractiveness of influencers has an effect on
the intention to purchase a brand and to address the mediating role of word of
mouth. The hypotheses of this study are designed to serve the research to reach
a correct conclusion. In my opinion, four hypotheses were determined, the data
were analyzed and the hypotheses in the study were confirmed. According to the
findings, consumers' purchase intentions are directly affected by the
attractiveness of influencers and indirectly through word of mouth
communication. In order to benefit from the findings of this study, businesses
should prioritize cooperation with attractive influencers who are compatible
with their target audiences. Increasing the attractiveness of influencers can
significantly increase word of mouth marketing and ultimately encourage higher
purchase intentions. In addition, developing positive relationships between
influencers and their followers can increase the effectiveness of word of mouth
communication.