İNFLUNSERLƏRİN İSTEHLAKÇILARIN BREND SEÇİMİNƏ TƏSİRLƏRİNİN TƏHLİLİ
ANALYSIS OF INFLUENCERS' EFFECTS ON CONSUMERS' BRAND CHOICE

Summary/Abstract: Aiming to analyze the impact of influencers on consumers’ brand preferences, this study draws on the theoretical concepts of Celebrity endorsement, Source Credibility and Attractiveness, Generations theory, brand attitude and preference. Using the data obtained from the questionnaire conducted by adapting the scales which were preferred in studies similar to this topic, analysis (SEM, factor analyses, moderation, reliability-validity tests, etc.) were carried out. Results concern the direct and indirect effects of influencer’s characteristics. Thus, Expertise has a significant direct and indirect effect on Brand preference, Attractiveness and Trustworthiness have an indirect, Similarity has a direct effect. Expertise, Attractiveness and Credibility are confirmed to have a direct effect on Brand attitude, and it, in turn, has a direct, significant effect on Brand preference. The moderator role of Generation isn’t confirmed. Practical application opportunities of the results exist in many fields; management, branding, improvement of influencership, analyzing the effectiveness of influencer marketing, generating academic research interest. The researcher had to take into account the scarcity of resources when deciding on sample selection method. There are limitations to generalizability. It can also be argued that the study, with its innovative research model, is a successful example of studying an understudied local setting.

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