Doktora Tezleri

Browse

Now showing 1 - 1 of 1

Evaluating the Attitudes of Followers towards Social Media Influencers’ Posts Containing Luxury Fashion Products: A Comparison of Turkish Consumers Living in Turkey and Germany
(2023) Akyıldız, Gizem; Gökaliler, Ebru
The use of social media has become so widespread in recent years that it has become not only a communication tool but also a medium that has created new business areas. One of the most effective marketing strategies of this medium consists of influencers. The posts of these influencers, who exhibit a lifestyle, containing luxury products attract attention. The aim of this study is to compare the attitudes of Turkish followers living in Germany and Turkey regarding the luxury product content shared by social media influencers. A total of 760 online surveys were conducted between 10th December 2021 and 21st January 2022 in both countries. In line with the demographic information of the users, their loyalty to social media influencers, their luxury consumption motivations and their luxury attitudes were investigated. The differences in the attitudes of Turkish followers living in the two countries were revealed and discussed within the framework of consumption, identity construction and culture. The research result reminded of McLuhan's Global Village concept: In today's world where communication has become easier, regardless of the country or culture people come from, they exhibit similar attitudes to each other in regard of the fashion and consumption world.