Yazar "Ouedraogo, Christiane Myriam Rachel" seçeneğine göre listele

Listeleniyor 1 - 1 / 1
  • Küçük Resim
    Yayın
    Social networks, parasocial interactions and influencer marketing: analysis of the impact on consumer perception and behaviour
    (İstanbul Gedik Üniversitesi, Lisansüstü Eğitim Enstitüsü, 2025) Ouedraogo, Christiane Myriam Rachel; Toptaş, Metin
    In an era where social media is a major part of communication and consumption practices, influencer marketing is now an important way for brands to connect with people in a real way. This study looks at how the relationship between influencers and their followers shape consumers’ perceptions and influence their recommendation intentions throught factors as self disclosure, parasocial interactions and attitude towars the brand.For this research, a survey composed of 32 questions was used to test the different hypotheses. This survey was published on different platforms on social networks, collecting 325 responses.Before testing the proposed hypothesis with the Structural model, the data were analysed with confirmatory factor analyses.The results reveal that trust is one of the key factor which can shaping the behaviour of the users. This trustworthiness is built with social media interaction, self disclosure and parasocial interaction which permit to influencer to be authentic and get hight credibility from users. Social media have a positive impact on parasocial interaction which himself depends of three (3) factors.These factors are friendship, understanding and identification and they all have positive impact on trustworthiness. It also found that self disclosure plays and essential role in connection made through social media interaction and each of the factor that affect parasocial interaction. Additionally, research shows how source of trustworthiness, attitude toward the influencer and intention to recommand are related. The practical implications of this research are numerous for companies looking to improve their influencer marketing strategy. By understanding the dynamics of parasocial relationships, brands can better choose the influencers they collaborate with. It is essential to favor those who manage to establish sincere and authentic connections with their audience. Finally, this study enriches the literature by having a significant contribution because it shows how parasocial relationships influence consumer recommendation. The effect of other factors such as credibility, as well as marketing, provides us with valuable information and has allowed us to enrich our understanding of the social dynamics of the digital age. With this mode constantly evolving, this study opens up new avenues for future research on the evolution of this phenomenon over time.