With the emergence of new platforms in the digitalizing world, consumers have begun to be affected by video shares on social networks such as YouTube while deciding to purchase. Therefore, many brands invest in digital influencers such as vloggers to reach their target audience. In this study where the source credibility scale developed by Ohanian (1990) was used, it was aimed to examine the effect of attractiveness, trustworthiness and expertise characteristics of the vloggers, who advertise brands, on the purchase intention of young people. As a result of the analysis performed, it was concluded that the trustworthiness, attractiveness and expertise characteristics of vloggers positively affected the purchase intention of young people.
Yayımlanma Tarihi : 23 Eylül 2019
|APA||Şıker, P . (2019). Sosyal Medya Etkileyicisi Olarak Vloggerların Gençlerin Satın Alma Niyetine Etkisi . Kırklareli Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi , 8 (2) , 235-245 . Retrieved from https://dergipark.org.tr/tr/pub/klujfeas/issue/48895/593643|