Browsing by Author "Mashhadani, Yasameen Thaer. A. Al."

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    Master Thesis
    The Impact of Trust on Social Media's Influencers and the Effect of Influencer's Discount Codes on the Consumer Purchase Involvment
    (Kadir Has Üniversitesi, 2019) Mashhadani, Yasameen Thaer. A. Al.
    ABSTRACT Nowadays, brands are using influencers to promote their products and services because influencer marketing and its strategies have been witnessing an increased success lately by reaching a wider potential customer through influencers. When studying these new phenomena, one of the noticeable areas of interest regarding this topic is whether trusting influencers is what drives consumers to consider a purchase. Also, one of the main features of influencer marketing is using discount codes to promote brands. The purpose of this thesis is to investigate if trust in influencers is the main reason for consumers' purchase involvement. Also, to investigate if discount codes have an influencing effect on the purchase involvement of individuals who follow such influencers. The method used in this thesis is through investigating those questions by conducting a survey analysis on 120 responders and then using a quantitative approach to evaluate the gathered data. The key findings of this research revealed that trust in influencers isn't the main factor in purchase involvement also discount codes play a significant role in consumers' purchase involvement. Keywords: influencer marketing, social media influencers, purchase involvement, skepticism towards influencers, consumer behavior