Changing Consumer Buyer Decision Process in the Context of Instamoms

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Author(s): Ece İpekoğlu (Yasar University, Turkey)and Nilgün Gürkaynak (Izmir University of Economics, Turkey)
Copyright: 2024
Pages: 23
Source title: Using Influencer Marketing as a Digital Business Strategy
Source Author(s)/Editor(s): Sandrina Teixeira (ISCAP, Polytechnic Institute of Porto, Portugal), Sara Teixeira (Polytechnic Institute of Porto), Zaila Oliveira (Unichristus, Brazil & Unifametro, Brazil)and Elnivan Souza (Christus University Center, Brazil)
DOI: 10.4018/979-8-3693-0551-5.ch013

Keywords: Business Science Reference / Marketing / Media & Communications / Social Networking

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Abstract

As an effective digital strategy, influencer marketing uses “influencers” on social media with their potential to deliver ideas to the masses. These people on social media are very attractive to consumers when making decisions. This research makes its theoretical contribution by combining marketing motherhood as a social construct as an instinctive process in social media. Within this context, mother influencers, called Instamoms, impact their followers by affecting their buyer decision process. This chapter aims to understand the impact of Instamoms on the buyer decision of their followers. The research concentrates on factors in how decisions in the process of mother followers can be shaped, affected, and harmonized toward the content of the Instamoms' posts, in terms the of influence that constitute the reference power, motherhood concept, and all other remaining factors that determine the buyer decision process.

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Changing Consumer Buyer Decision Process in the Context of Instamoms

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