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A Study on Influencers' Role in the Buying-Decision Process Within the Context of Word-of-Mouth Marketing: A Comparison Between USA and Turkey

A Study on Influencers' Role in the Buying-Decision Process Within the Context of Word-of-Mouth Marketing: A Comparison Between USA and Turkey
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Author(s): Tarek Al Medani (Independent Researcher, USA), Ceren Sahin (Independent Researcher, Turkey) and Elif Esiyok (Atilim University, Turkey)
Copyright: 2021
Pages: 10
Source title: Handbook of Research on New Media Applications in Public Relations and Advertising
Source Author(s)/Editor(s): Elif Esiyok (Atilim University, Turkey)
DOI: 10.4018/978-1-7998-3201-0.ch009

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Abstract

The aim of this study is to explore influencers' role in buying-decision process within the context of word-of-mouth marketing and how it differs among different countries. Therefore, to make a comparison between the two countries, United States of America and Turkey are chosen. In the study, in-depth interview technique was used to obtain the data. Interviews were conducted with 20 participants who used Instagram and followed at least one influencer. Ten participants were from United States of America and 10 were from Turkey. In total, three themes were identified. Following the analysis, it was found that trust is very important. If the followers did not trust influencers, they would not prefer to buy or try the product that they have suggested.

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