INFLUENCER GÜVENİLİRLİĞİ, DÜRTÜSEL SATIN ALMA VE ALIŞVERİŞ SONRASI PİŞMANLIK DAVRANIŞI ARASINDAKİ İLİŞKİNİN İNCELENMESİ
INVESTIGATION OF THE RELATIONSHIP BETWEEN INFLUENCER RELIABILITY, IMPULSIVE BUYING AND POST-SHOPPING REGRET BEHAVIOR

Summary/Abstract: Inluencers, who have gained fame through social media and are considered as non-traditional celebrities, are seen as opinion leaders of recent times. These people, who have a large number of followers and are considered a reliable authority by their followers, have the power to influence a significant audience using social media. In this context, they have a significant impact on consumers' purchasing decisions with the content they share and the conversations they initiate about brands. For this reason, they are considered important by both businesses and consumers. These people, which have become an important promotional tool for businesses, can lead consumers to make unplanned and impulsive purchases. Consumers who tend to make unplanned purchases are more likely to experience regret. There is an important gap in the literature on the subject. This study was conducted to examine the relationship between influencer credibility, impulsive buying and post-purchase regret behavior. For this purpose, a survey was conducted with 469 people. Obtained data were analyzed with SPSS 25 Package program. As a result of the analysis, it was determined that there is a significant, positive and strong relationship between influencer reliability, impulsive buying and post-purchase regret behavior.

• Details
• Contents