A Netnographic Analysis of the Psychological Effects of Influencers on Consumer Purchase Decisions
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Abstract
This study examines the purchase decisions of influencers on users through social media. Today, with the increase in the use of social media, users often see product promotions through influencers. In this context, the study aims to examine the roles of influencers in product marketing processes and their effects on consumers. The study analysed the advertising posts of the user @rukis_anneanne on the Instagram platform using netrographic analysis method, one of the qualitative research methods. This analysis evaluated user comments under six main themes: Comments Requesting Information About the Product, Comments Saying that the Cat Shown in the Video is Used for Financial Purposes, Comments of Sarcasm and Humour, Comments Reacting to the Product, Support Comments, and Comments Showing No Interest in Advertising Content. The findings show that users mostly show positive or negative interest in videos with advertisement content. In line with these results, advertising videos prepared by influencers offer brands an effective marketing opportunity by attracting more attention of users with a sense of trust and sincerity.
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