Year: 2025
Type: article
Study design: Observational Study
Abstract: Digital media makes it possible to access a wide range of information by providing easy access to various information sources. However, it has become quite difficult to measure the reliability of digital media sources and the quality of the information they provide. In particular, the issues of source reliability and information quality are important in terms of ensuring consumer trust and influencing purchasing decisions. Brands cooperate with influencers with high influence and number of followers on social media to influence consumers' purchasing decisions. In this study, the effect of phenomenon marketing on the online instant purchase intention of female consumers is examined. The research was conducted on 381 female consumers who use social media platforms, follow the phenomena promoting cosmetic products and purchase products online. The data obtained were analysed with SPSS 20.0 statistical package programme. It was concluded that the source credibility of the phenomenon and brand-phenomenon compatibility have effects on the attitude towards phenomenon advertisements; and the attitude towards phenomenon advertisements has a positive effect on online instant purchase intention.
Authors: Senay Demir, Duygu Gür
Institution: Çağ University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4410108354