PURCHASE INTENTION AFTER EXPOSURE TO DEINFLUENCING CONTENT: AN ANALYSIS WITHIN THE FRAMEWORK OF DEMOGRAPHIC SIMILARITY
Öz
As an anti-consumption or counter movement against influencer prompt consumption, deinfluencing started to discourage consumers for over-consuming, unnecessary consuming or misaligned purchases. Contents of deinfluencing started to become more visible across digital platforms, and understanding consumers’ response in terms of purchasing intention after exposed to any type of deinfluencing content became an important topic. In this perspective, conducted research focuses on determining whether deinfluenced purchase intention aligns with consumers’ demographic similarities and platforms of encountered deinfluencing content. Research employed quantitative design and used surveys to maintain data with purposive sampling targeting only consumers who had previously been exposed to deinfluencing contents. Survey included demographics of participants, platform exposure of deinfluencing, influencer and brand recall, purchase intention scale. After cleaning process total 283 data were used in further analysis. To assess alignment of purchase intention according to demographics and platforms, Multiple Regression Quadratic Assignment Procedure (MRQAP) is tested with UCINET. Research data were transformed into square matrices representing similarities and findings indicated that specifically platform similarities significantly predicting similarity in deinfluenced purchase intention and have higher coefficient value compared to demographics. Additionally, in group level mean differences revealed that younger participants, lowest income group, students, and Instagram or TikTok users showing stronger and similar deinfluenced purchase intention. Finally, this study offers a unique perspective to consumer behavior research by framing deinfluenced purchase intention as relational pattern rather than isolated outcome.
Anahtar Kelimeler
Deinfluencing, Purchase Intention, Demographic Similarity, MRQAP
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