Akademik Veri Yönetim Sistemi
Gurugram University Business Review (GUBR), cilt.4, sa.2, ss.1-12, 2024 (Düzenli olarak gerçekleştirilen hakemli kongrenin bildiri kitabı)
Research indicates that companies and customers prefer influencers with large followings, as a higher follower count increases the likelihood that their recommendations will be adopted on social media. Influencers should focus on factors that drive customer recommendations to grow their followers. This study suggests that factors such as influencer-related, customer satisfaction, and emotional attachment could positively impact the likelihood of recommending influencers. The survey instrument, which includes the factors as potential predictors of recommending the influencers, was administered utilizing convenience network sampling to individuals who have relied on influencers for their purchasing decisions. Based on responses from 86 influencer users, the study finds that: (a) customers use influencers more in some industries than others, (b) respondents have higher satisfaction with influencer-related factors, (c) a negative NPS indicates that there are more detractors than promoters, and (d) the influencer factor of expert engagement, customer satisfaction, and actual recommending are the significant predictors of recommending influencers. The findings contribute to the influencer marketing literature and offer valuable insights for all parties involved.