EXPLORING CONSUMER VALUE TYPES IN THE CONTEXT OF TURKISH INSTAGRAM FASHION INFLUENCERS

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Deniz_Cavdar_MBA_Thesis.pdf

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2021-7-29

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Çavdar, Deniz

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This study aims to define the types of values attained through Instagram and attained through the interactions of Turkish young adult women with the Turkish fashion influencers whom they are following on Instagram. An exploratory research design that includes qualitative data collection and analysis techniques is used. These include secondary data collection and primary data collection methods, including in-depth interviews, projective techniques, and visual elicitation. This thesis study adapts consumer side perspective with their own comments. After the analyses are conducted, the types of consumer values attained through Instagram and influencers, the factors that shape consumer values attained through Instagram, and the follower-influencer congruency behind the attained consumer values through influencers are elaborated and determined.

Subject Keywords

Consumer Values, Influencer Marketing, Instagram, Followers, Congruency

URI

https://hdl.handle.net/11511/91527

Collections

Graduate School of Social Sciences, Thesis

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Citation Formats

D. Çavdar, “EXPLORING CONSUMER VALUE TYPES IN THE CONTEXT OF TURKISH INSTAGRAM FASHION INFLUENCERS,” M.B.A. - Master of Business Administration, Middle East Technical University, 2021.