THE EFFECT OF INFLUENCERS ON BRAND IMAGE AND PURCHASING INTENT IN READY-MADE CLOTHING SECTOR: THE CASE OF GENERATION Z
Küçük Resim Yok
Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Chamber of Textile Engineers
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
The aim of this research is to determine the effects of reliability, expertise, and attractiveness attributes of influencers in the ready-made clothing sector on brand image and purchase intention among Generation Z consumers. A survey was conducted with 420 consumers belonging to Generation Z living in Edirne, and it was found that there was low to moderate relationships between influencers' attractiveness, expertise, credibility, brand image, and purchase intention as sub-dimensions of the source credibility model. The results indicate that credibility has a moderately positive effect, while attractiveness and expertise have a low-level positive effect on purchase intention, as part of the influence of the characteristics possessed by influencers. Similarly, in terms of the impact of influencers on brand image, it is observed that attractiveness has a moderate positive effect, while credibility and expertise have a low-level positive effect as dimensions of source credibility. © 2023, Tekstil ve Muhendis. All Rights Reserved.
Açıklama
Anahtar Kelimeler
Brand Image; Consumer Behavior; Generation Z; Influencer, Consumer Behavior; Sales; Brand Image; Clothing Sector; Credibility Models; Generation Z; Influence; Purchase Intention; Source Credibilities; Purchasing
Kaynak
Tekstil ve Muhendis
WoS Q Değeri
Scopus Q Değeri
Q4
Cilt
30
Sayı
130
