Journal of Current Research on Business and Economics (JoCReBE) - ISSN: 2547-9628

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Abstract


Phenomenon Effect as a Brand Communication Tool: Comparison of Purchase Intention and Reliability through Different Product and Phenomenon Types

There are many things that changed used in brand awareness and known by consumers. With the widespread use of social media, expensive advertising has also changed. Contents in social media platforms are not onyl a tool to spend fancy time for consumers but also an effective communication tool to spread information and training consumers about the product /brand. Brands have started to benefit from social media phenomena also known as influencers in order to strengthen the publication of their contents. However, there are also non-fans as well as supporters of social media phenomena. Thus, the reliability of brands and purchase intention through social media influencers was examined. During the influencers broadcast a modified surveys were sent to their follower. 12 influencers were obtained within the scope of the study. Results was analyzed by SPSS software.



Keywords
Social Media, Phenomenon, purchase intend, Influencer



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