Because of the developing effect of the term "marketing" in today's competitive business environment the observation of the behaviors of consumers has been getting more and more importance. The effect of consumers' demographic characteristics on consumers' purchasing behaviors is one of the main research field that attracts attention of marketers. This study aims to explain consumer behavior by examining whether there are any influence of socio-demographic factors on consumers' perceptions about social media influencers. Technology is rapidly changing and continuously developing. In today's competitive business environment, businesses need to innovate in order to survive and advance in their fields. Influencer marketing, which is a new medium of digital marketing, has a significant role in affecting consumers' buying behaviors. Nowadays we can see a lot of advertisements on the internet by social media influencers, but not all of them succeed because of the social media influencers advertisements are not in professional level. This research will help to solve problems in this field. In this study, quantitative research methods have been applied and the necessary data has been collected from 200 participants via online survey. Results have been evaluated and analyzed based on questionnaire responses. The findings of the research show that socio-demographic factors (marital status, having child, employee, age, income, culture, education) have statistically significant impact on consumers’ perceptions about social media influencers. Marketers can use the findings of this research to develop more effective marketing strategies and thus provide better services to their customers.
Anahtar Kelimeler: Social Media, Marketing, Social Media Marketing, Word of Mouth Marketing, Consumer Behavior, Influencer, Influencer Marketing
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