Scopus
🔓 Açık Erişim YÖKSİS Eşleşti
The Generation Z's Trust in Digital Influencers on Unplanned Purchase Behavior
Galactica Media: Journal of Media Studies · Aralık 2024
YÖKSİS Kayıtları
The Role of Emotional Attachment in the Impact of Generation Zs Trust in Digital Influencers on Unplanned Purchase Behavior
Galactica Media: Journal of Media Studies · 2024 ESCI
DOKTOR ÖĞRETİM ÜYESİ BİLAL ERDEM →
The Role of Emotional Attachment in the Impact of Generation Z's Trust in Digital
Influencers on Unplanned Purchase Behavior
Galactica Media: Journal of Media Studies · 2024 ESCI
PROFESÖR ALPER ATEŞ →
Makale Bilgileri
DergiGalactica Media: Journal of Media Studies
Yayın TarihiAralık 2024
Cilt / Sayfa6 · 350-373
Scopus ID2-s2.0-85212527002
Erişim🔓 Açık Erişim
Özet
By 2024, the global Internet user base is expected to reach 5.5 billion, with 94% actively engaging on social media platforms. Marketing managers increasingly employ strategies involving key opinion leaders to connect with Generation Z, a demographic known for its digital fluency and reliance on social networks. This study utilizes a qualitative approach to investigate how emotional attachment impacts Generation Z consumers’ trust in social media figures and its effect on impulsive buying behavior. It contributes to the body of knowledge on digital marketing by identifying factors that enhance the effectiveness of social media personalities in reaching and persuading Generation Z audiences. The findings provide actionable insights for content creators aiming to expand their following and for businesses seeking to strengthen their credibility and drive consumer purchasing decisions through collaboration with digital creators. The results reveal that emotional attachment to online personalities is a crucial driver of trust among Generation Z, significantly affecting their unplanned purchasing habits. Additionally, emotional connection acts as a catalyst, amplifying the impact of trust on spontaneous buying tendencies. Although trust in social media figures has a notable effect on unplanned purchasing, the relatively weak correlation underscores the need for further exploration of additional factors influencing Generation Z’s decision-making processes.
Yazarlar (3)
1
Alper Ateş
2
Halil Sunar
ORCID: 0000-0002-5131-4056
3
Bilal Erdem
ORCID: 0000-0002-4347-7306
Anahtar Kelimeler
Consumers
Digital Follower
Digital Influencer
Emotional Attachment
Generation Z
Impulse Buying
Influencer Marketing
Social Media
Trust
Unplanned Purchase Behavior
Kurumlar
Giresun Üniversitesi
Giresun Turkey
Selçuk Üniversitesi
Selçuklu Turkey