Influencer Pazarlamanın Satın Alma Yönelimine Etkisi: Fas’ta Çevrimiçi Satın Alma Davranışı

Yıl 2024, Cilt: 3 Sayı: 2, 81 - 94, 31.12.2024

Ouissal Ouchen Merve Kadriye Yurdabak

Öz

Bu makale, çevrimiçi satın alma davranışı ve itici güçleriyle ilgili dört temel hipotez aracılığıyla, etkileyici pazarlamanın Faslı tüketicilerin çevrimiçi satın alma davranışı üzerindeki etkisini araştırmaktadır. Bu çalışma, etkileyicilerin güvenilirliği, benzerliği, aşinalığı ve özgünlüğünün, Faslı müşterilerin çevrimiçi satın alma davranışını birlikte etkilediğini iddia etmektedir. 300 Faslı katılımcının yer aldığı bir anket yürütülmüştür. Bundan sonra, elde edilen yanıtlar üzerinde kapsamlı bir yorumlama yapılmıştır. Bulgular, aşinalık, benzerlik, özgünlük ve güvenilirlik gibi etkileyici faktörlerin Faslı çevrimiçi satın alma davranışı üzerindeki etkisine dair güçlü kanıtlar göstermektedir ve tüm varsayımları doğrulamaktadır. Özetle, bu çalışma, Faslı tüketicilerin çevrimiçi satın alma davranışlarını şekillendirmede etkileyici pazarlamanın kritik işlevini vurgulamaktadır. Bulgular, Faslı tüketicilerin çevrimiçi satın alma davranışlarını etkilemek isteyen pazarlamacılar için pratik öneme sahiptir ve Fas pazarında etkileyici pazarlama stratejilerini iyileştirmelerine yardımcı olabilir.

Anahtar Kelimeler

Influencer Pazarlama, Online Satın Alma Davranışı, Müşteri Davranışı, Dijital Pazarlama

The Effect of Influencer Marketing on Purchase Intention: Online Buying Behavior in Morocco

Öz

This article explores the impact of influencer marketing on the online buying behavior of Moroccan consumers, through four key hypotheses related to online buying behavior and its drivers. This study claims that the credibility, similarity, familiarity, and authenticity of influencers jointly impact the online buying behavior of Moroccan customers. A questionnaire involving 300 Moroccan participants was conducted. After that, a thorough interpretation was conducted on the obtained answers. The findings show strong evidence of the influence that influencer factors such as familiarity, similarity, authenticity, and credibility have on Moroccan online buying behavior, validating all the assumptions. In summary, this study underscores the critical function of influencer marketing in shaping Moroccan consumers’ online buying behavior. The findings hold practical relevance for marketers seeking to influence Moroccan consumer online buying behavior and can help them improve their influencer marketing strategies in the Moroccan market.

Anahtar Kelimeler

Influencer Marketing, Online Buying Behavior, Customer Behavior, Digital Marketing

Kaynakça

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