THE EFFECT OF INFLUENCERS ON BRAND IMAGE AND PURCHASING INTENT IN READY-MADE CLOTHING SECTOR: THE CASE OF GENERATION Z

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dc.authorscopusid55928499100
dc.contributor.authorOnurlubaş E.
dc.date.accessioned2024-06-12T10:26:40Z
dc.date.available2024-06-12T10:26:40Z
dc.date.issued2023
dc.description.abstractThe 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.en_US
dc.identifier.doi10.7216/teksmuh.1320585
dc.identifier.endpage157en_US
dc.identifier.issn1300-7599
dc.identifier.issue130en_US
dc.identifier.scopus2-s2.0-85165077141en_US
dc.identifier.scopusqualityQ4en_US
dc.identifier.startpage148en_US
dc.identifier.trdizinid1185657en_US
dc.identifier.urihttps://doi.org/10.7216/teksmuh.1320585
dc.identifier.urihttps://search.trdizin.gov.tr/yayin/detay/1185657
dc.identifier.urihttps://hdl.handle.net/20.500.14551/16956
dc.identifier.volume30en_US
dc.indekslendigikaynakScopusen_US
dc.indekslendigikaynakTR-Dizinen_US
dc.language.isoenen_US
dc.publisherChamber of Textile Engineersen_US
dc.relation.ispartofTekstil ve Muhendisen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectBrand Image; Consumer Behavior; Generation Z; Influenceren_US
dc.subjectConsumer Behavior; Sales; Brand Image; Clothing Sector; Credibility Models; Generation Z; Influence; Purchase Intention; Source Credibilities; Purchasingen_US
dc.titleTHE EFFECT OF INFLUENCERS ON BRAND IMAGE AND PURCHASING INTENT IN READY-MADE CLOTHING SECTOR: THE CASE OF GENERATION Zen_US
dc.title.alternativeHAZIR GİYİM SEKTÖRÜNDE INFLUENCERLARIN MARKA İMAJI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ: Z KUŞAĞI ÖRNEĞİen_US
dc.typeArticleen_US

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