The Impact of Influencer Marketing as a New Strategy for Brands

Nouhaila El Gamraoui


In today's business world, brands are related to more than the goods or services they represent. Thus, they could signify a social status, a consumerist lifestyle, or a level of perceived quality. Moreover, the main research objective addressed by this thesis is to know if the intentions of customers to make purchases from companies that use influence marketing are positively influenced by influencers. In Turkey, convenience sampling was used to examine a survey of 300 respondents. In addition, the data collected was then subjected to a quantitative analysis. The examination of the study's results reveals that presentations of ideas and products have a favorable impact on customer behavior. Consumers are affected by the negative and positive influencers' activities.


Influencer Marketing, Social Media Influencers, Brands, Consumer Decision

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Journal of Industrial Policy and Technology Management is licensed under a Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).

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