589514

T.C.
ISTANBUL AYDIN UNIVERSITY

INSTITUTE OF SOCIAL SCIENCES
THE EFFECTS OF SOCIAL MEDIA INFLUENCERS ON CONSUMER

DECISION-MAKING PROCESS: STUDY IN TURKISH FASHION
INDUSTRY
THESIS
Ibtissam ELYOUSFI
Department of Business
Business Administration Program
Thesis Advisor: Assoc. Prof. Dr. ILKAY KARADUMAN
June, 2019
T.C.
ISTANBUL AYDIN UNIVERSITY
INSTITUTE OF SOCIAL SCIENCES

INDUSTRY
THESIS
Ibtissam ELYOUSFI
(Y1712.130135)
Department of Business
Business Administration Program
Thesis Advisor: Assoc. Prof. Dr. ILKAY KARADUMAN
June, 2019
DECLARATION
I hereby declare that all information in this thesis document has been obtained
and presented in accordance with academic rules and ethical conduct. I also declare
that, as required by these rules and conduct, I have fully cited and referenced all
material and results, which are not original to this thesis.
Ibtissam ELYOUSFI
iii
FOREWORD
This thesis is about the effects of social media influencers on the consumer decision-
making process: study in the Turkish fashion industry. Fashion industry's data has been
collected from the online questionnaire. Mann-Whitney U test and Kruskal-Walis test
have been used to examine the developed hypotheses. I personally hope that this
compilation of research will be helpful to the subject. I am humbly grateful to my
advisor Assoc. Prof. Dr. ILKAY KARADUMAN for guiding me, giving me support
and courage to do this project. I would also like to thank my family and friends for
motivating me to complete this empirical investigation.
June ,2019 Ibtissam ELYOUSFI
iv
TABLE OF CONTENT
Page
FOREWORD ............................................................................................................. iv
TABLE OF CONTENT ............................................................................................. v
ABBREVIATIONS .................................................................................................. vii
LIST OF FIGURES ................................................................................................ viii
LIST OF TABLES .................................................................................................... ix
ABSTRACT ................................................................................................................ x
ÖZET ......................................................................................................................... xi
1. INTRODUCTION .................................................................................................. 1
1.1 Background ........................................................................................................ 1
1.2 Problem Statement ............................................................................................. 4
1.3 Study Objective .................................................................................................. 4
1.3.1 General objective ........................................................................................ 4
1.3.2 Specific objective ........................................................................................ 5
1.4 Research Questions ............................................................................................ 6
1.5 Significance ........................................................................................................ 6
2. LITERATURE REVIEW...................................................................................... 7
2.1 Internet ............................................................................................................... 7
2.2 Web 2.0 .............................................................................................................. 8
2.2.1 Web 0.2 definition....................................................................................... 8
2.2.2 Revolution of web 2.0 ................................................................................. 9
2.2.3 Advantages of web 2.0 .............................................................................. 10
2.2.4 Disadvantages of web 2.0 ......................................................................... 11
2.3 Social Media ..................................................................................................... 12
2.3.1 Concepts of social media .......................................................................... 13
2.3.2 Social media indispensable in business marketing ................................... 15
2.3.3 Social media influencers ........................................................................... 16
2.3.4 Social media advantages ........................................................................... 18
2.3.5 Social media disadvantages ...................................................................... 19
2.4 Fashion Industry Bloggers ............................................................................... 20
2.4.1 Bloggers influence marketing strategies ................................................... 21
2.5 Consumer Decision-Making Process ............................................................... 22
2.5.1 Consumer definition .................................................................................. 22
2.5.2 Decision-making process steps ................................................................. 23
2.5.2.1 Recognition of the problem ................................................................ 23
2.5.2.2 Search for solutions ............................................................................ 24
2.5.2.3 Evaluation of options ......................................................................... 24
2.5.2.4 Decision and act of purchase.............................................................. 24
2.5.2.5 Evaluation after purchase ................................................................... 24
2.6 How to Influence Consumer Buying Decision Making ................................... 25
2.7 Role of Social Media Influencers ..................................................................... 27
2.8 Fashion Industry ............................................................................................... 28
v
2.8.1 Fashion industry history and revolution.................................................... 29
2.8.2 New communication channels for fashion companies .............................. 30
2.8.3 The importance of the fashion industry in the world economy ................ 32
2.8.4 Fashion marketing ..................................................................................... 33
2.8.5 Fashion marketers / influencers ................................................................ 34
2.9 Social Media and Fashion Bloggers ................................................................. 34
2.10 Hypotheses Development ............................................................................... 35
2.10.1 Perceived persuasion/conviction ............................................................. 35
2.10.2 Perceived self-identification ................................................................... 35
2.10.3 Perceived inspiration ............................................................................... 36
2.10.4 Perceived trust ......................................................................................... 36
2.10.5 Time pressure .......................................................................................... 37
2.10.6 Urge to imitate ........................................................................................ 37
3. RESEARCH DESIGN AND METHODOLOGY ............................................. 38
3.1 Introduction ...................................................................................................... 38
3.2 Research Design ............................................................................................... 38
3.3 Population......................................................................................................... 39
3.3.1 Sample ....................................................................................................... 39
3.4 Research Approach .......................................................................................... 40
3.5 Data Collection and Instrument........................................................................ 40
3.6 Data Analysis Approach ................................................................................... 41
4. FINDING AND ANALYSIS ............................................................................... 42
4.1 Frequency and Demographic Analysis ............................................................ 42
4.2 Reliability Analysis .......................................................................................... 46
4.3 Descriptive Analysis ........................................................................................ 46
4.4 Normality Test.................................................................................................. 51
5. DISCUSSION AND CONCLUSION ................................................................. 65
5.1 Introduction of Chapter .................................................................................... 65
5.2 Results Discussion............................................................................................ 65
5.3 Implication ....................................................................................................... 67
5.4 Limitations and Future Directions .................................................................... 67
5.5 Conclusion ........................................................................................................ 68
REFERENCES ......................................................................................................... 70
APPENDICES .......................................................................................................... 75
RESUME................................................................................................................... 84
vi
ABBREVIATIONS
MPP : Mean of Perceived Persuasion

MPS : Mean of Perceived Self-identification
MPI : Mean of Perceived Inspiration
MPT : Mean of Pressure Trust
MTP : Mean of Time Pressure
MUI : Mean of Urge to Imitate
PI : Perceived Inspiration
PP : Perceived Persuasion
PS : Perceived Self-identification
TP : Time Pressure
SM : Social Media
SME : Small and Medium Size Enterprise
UTI : Urge to Imitate
vii
LIST OF FIGURES
Page
Figure 2.1: Most popular social media networks worldwide as for January 2019 ... 14
Figure 2.2: Social media influencer Camila Coelho ................................................. 17
Figure 2.3: The EKB Model ..................................................................................... 23
Figure 2.4: Media influencers ................................................................................... 28
Figure 2.5: Karl Lagerfeld Spring-Summer 2017 ..................................................... 30
viii
LIST OF TABLES
Page
Table 4.1 : Respondent’s gender status .................................................................... 42

Table 4.2 : Respondent’s age level........................................................................... 42
Table 4.3 : Respondent’s education level................................................................. 43
Table 4.4 : Respondent’s media usage ..................................................................... 43
Table 4.5 : Respondent’s average time on social media .......................................... 44
Table 4.6 : Respondent’s media influencers ............................................................ 44
Table 4.7 : Respondent’s media ............................................................................... 45
Table 4.9 : Descriptive analysis for Perceived Persuasion....................................... 47
Table 4.10: Descriptive analysis for Perceived self-identification ........................... 48
Table 4.11: Descriptive analysis for Perceived inspiration ....................................... 48
Table 4.12: Descriptive analysis for Perceived trust ................................................. 49
Table 4.13: Descriptive analysis for Time Pressure.................................................. 50
Table 4.14: Descriptive analysis for Urge to Imitate ................................................ 51
Table 4.15: Normality Test of the Variables ............................................................. 52
Table 4.16: Mann-Whitney U test for Perceived Persuasion .................................... 52
Table 4.17: Mann-Whitney U test for Perceived Self-Identification ........................ 53
Table 4.18: Mann-Whitney U test for Perceived Inspiration .................................... 53
Table 4.19: Mann-Whitney U test for Perceived Trust ............................................. 54
Table 4.20: Mann-Whitney U test for Time Pressure ............................................... 55
Table 4.21: Mann-Whitney U test for urge to imitate ............................................... 55
Table 4.22: Kruskal-Wallis test of perceived persuasion in term of age .................. 56
Table 4.23: Kruskal-Wallis test of perceived self-identification in term of age ....... 57
Table 4.24: Kruskal-Wallis test of perceived inspiration in term of age .................. 57
Table 4.25: Kruskal-Wallis test of perceived trust in term of age ............................ 58
Table 4.26: Kruskal-Wallis test of time pressure in term of age............................... 58
Table 4.27: Kruskal-Wallis test of Urge to imitate in term of age ............................ 59
Table 4.28: Kruskal-Wallis test of perceived persuasion in term of education level 60
Table 4.29: Kruskal-Wallis test of perceived self-identification for education level 60
Table 4.30: Kruskal-Wallis test of perceived inspiration in term of education level 61
Table 4.31: Kruskal-Wallis test of perceived trust in term of education level.......... 62
Table 4.32: Kruskal-Wallis test of time pressure in term of education level ............ 62
Table 4.33: Kruskal-Wallis test of urge to imitate in term of education level .......... 63
Table 4.34: Hypotheses status ................................................................................... 64
ix
INDUSTRY
ABSTRACT
Social media is becoming an important tool for communicating the information from
one end to another end. The company uses social media to promote their products and
services based on consumer profile and choice. For this purpose, the researcher
employed the Mann Whitney U test and Kruskal-Wallis test to compare the mean value
for the respective variables to see the difference. The results show that there is a
significant difference between male and female in term of perceived persuasion
towards the decision-making process in the fashion industry. Similarly, there is a
significant difference between male and female in term of perceived self-identification
towards customer decision-making the process in the fashion industry. Likewise, their
male and female differ significantly towards the customer decision-making the process
in the fashion industry in Turkey with respect to the perceived inspiration.
Furthermore, there is a significant difference between male and female in term of
perceived trust towards the customer decision-making the process. However, male and
female have a difference which is statistically significant in term of time pressure for
customer decision-making the process. There is no significant difference between male
and female in term of the urge to imitate for customer decision-making the process in
the fashion industry. The Kruskal-Wallis test shows that perceived persuasion
statistically significantly differs in term of age level while making the customer
decision process in the fashion industry. Further, a significant difference in term of
perceived self-identification towards the customer decision-making process. Likewise,
perceived inspiration differs in term of age towards the customer decision-making
process. The perceived trust also differs in term of age towards the customer decision-
making process. However, time pressure does not differ in term of age towards the
customer decision-making the process. Furthermore, the statistically significant
difference in Urge to imitate in term of age towards the customer decision-making
process in the fashion industry in Turkey. Moreover, there is a significant difference
in term of perceived self-identification towards customer decision-making process
with respect to education level. The significant difference in term of perceived
persuasion towards customer decision-making process with respect to education level
in the fashion industry also found. It is also found that there is a significant difference
in term of perceived trust towards the customer decision-making process with respect
to education level in the fashion industry. Furthermore, time pressure differs in term
of education level towards the customer decision-making process in the fashion
industry. Finally, no difference exists in term of education level with respect to urge
to imitate for the customer decision-making process in the fashion industry in Turkey.
Keywords: Social media marketing, Influencers, Customer decision making, the

Fashion industry.
x
SOSYAL MEDYA'NIN ETKİLEŞENLERİN TÜKETİCİ KARAR VERMESİ
SÜRECİNE ETKİLERİ: TÜRK MODA ENDÜSTRİSİ ÇALIŞMASI
ÖZET
Sosyal medya bir uçtan diğer uca bilgi aktarımında önemli bir araç haline gelmektedir.
Firmalar tüketicilerin profillerine ve tercihlerine göre ürün ve hizmetlerinin
tanıtımlarını yapmak için sosyal medyayı kullanırlar. Araştırmacı ilgili değişkenlerin
ortalama değerini karşılaştırmak için Mann Whitney U testini ve Kruskal-Wallis
testini kullanmıştır. Sonuçlar moda endüstrisindeki karar alma sürecine yönelik
algılanan ikna açısından kadın ve erkek arasında büyük bir fark olduğunu
göstermektedir. Aynı şekilde, moda endüstrisindeki müşterinin karar vermesine
yönelik algılanan özdeşleşme açısından da kadın ve erkek arasında önemli bir fark
bulunmaktadır. Türk moda endüstrisindeki karar verme sürecine yönelik algılanan
ilham açısından da kadın ve erkekler arasındaki fark önemli derecededir. Ayrıca
algılanan güven açısından da karar verme sürecine yönelik fark yine kadın ve erkek
arasında belirgindir. Bunların yanı sıra karar verme sürecinde zaman baskısı yönünden
kadın ve erkek arasında istatiksel olarak önemli bir fark vardır. Fakat karar verme
sürecinde taklit etme dürtüsü açısından kadın ve erkek arasında belirgin bir fark
yoktur. Kruskal Wallis testi moda endüstrisinde karar verme sürecindeki algılanan
iknanın yaş düzeyine göre istatiksel olarak önemli bir farka sahip olduğunu
göstermektedir. Ayrıca karar alma sürecine yönelik algılanan özdeşleşme açısından da
önemli bir fark vardır. Aynı şekilde karar verme sürecinde algılanan ilham açısından
da yaş düzeyine göre önemli bir fark vardır. Algılanan güven de karar verme sürecine
göre yaş açısından farklılık gösterir. Fakat zaman baskısı karar verme sürecinde yaşa
göre farklılık göstermemektedir. Ayrıca Türk moda endüstrisinde karar alma sürecine
yönelik taklit etme dürtüsü açısından yaşa göre istatiksel olarak anlamlı bir fark vardır.
Ayrıca eğitim seviyesine göre karar verme sürecine yönelik algılanan özdeşleşme
açısından da önemli bir fark vardır. Moda endüstrisindeki karar verme sürecine yönelik
algılanan ilham açısından da anlamlı bir fark olduğu tespit edilmiştir. Moda
endüstrisinde karar alma sürecine yönelik algılanan güven açısından da önemli bir fark
olduğu bulunmuştur. Ayrıca karar alma sürecine yönelik zaman baskısı açısından da
farklılık vardır. Son olarak, Türk moda endüstrisinde karar verme sürecine yönelik
taklit etme dürtüsü açısından eğitim seviyesine bağlı olarak bir farklılık yoktur.
Anahtar Kelimeler: Sosyal medya pazarlaması, Etkileyenler, Müşteri karar verme
süreci, Moda endüstrisi
Anahtar Kelimeler: Sosyal medya pazarlaması, Etkileyenler, Müşteri karar verme

süreci, Moda endüstrisi.
xi
1. INTRODUCTION
In this chapter, the basic introduction of the topic will be discussed. This will help
the reader to understand how the topic has been emerged and has been widely
important in these days and would be useful for the fashion industry for
developing their policies and procedures in a competitive environment.
Furthermore, it will also present the research question, objectiv es and
significance of the study.
1.1 Background
Our world is witnessing radical changes every day after the internet started
bringing a major added value on our daily life. 4.2 in 2018 billion Internet users,
or 55% of the world's population (+ 7% compared to July 2017). 3.4 billion
registered users on social networks, 44% of the world's population. As the number
of Internet users, this number is also up sharply: + 10% over one year or 320
million new users. And in addition to the growing number of connected p eople,
there are today more than 5.1 billion people equipped with a mobile phone (more
than two-thirds of the world's population), with the vast majority of smartphone
owners (Boero, 2018). Statistics today show the high numbers of internet users
and the fast spread of technologies along with means of communication from
using a classic payphone, to Skype, and from dairy books to personal online
blogs, and from postal card to electronic mails. Internet helps people
communicate efficiently and interact, or even to find their soulmate.
The low cost of the Internet and its asynchronous nature encourage people to be
more in communication among friends and family, especially with those who live
far away (Wellman, 2008). With the birth of free software, internet users became
more active, able not only to receive but to interact and communicate and share
their opinions. Web-users today tend to use the internet in their daily life as an
essential element, and life is unimaginable for them without it. In the 2000s with
the life-changing evolvement of social media, the customer gained a big
1
advantage against companies, with the new review platforms, where they can
share their opinions and leave comments to help companies improve what
theirproductsandservices
Unlike the one-way communication we used to know, when internet allowed only
websites to speak to the website’s visitors, to provide insight about what they
offer, which we called one-way communication, or Web 1.0 By the early 2000s,
websites started having what we technically call User Generated contact, and its
when the Websites allow the visitors of the website to speak to them back, so
people can comment, give opinions and reviews or contribute to the website’s
contents, and this is what we call the two-way communication, what Web 2.0 is
referred to. After Web 1.0 and Web 2.0, here comes social media, and its defined
as when the websites speak to the website visitors, and allow the visitors to speak
to them back, and makes the conversation between the website visitors easy, allow
the members to communicate with each other, share contents, upload pictures,
such as on Facebook, Instagram, etc., and this is what social media is. Companies
are aware enough of the opportunities Web 2.0 had brought to marketing today,
and Fashion industry is no exception.
The fashion industry is one of the fast-growing sectors with numerous changes
and advancements, participates with huge income for the economy yearly, the
industry that’s named a billion-dollar industry (Solidworks, 2018). And with
internet intervention today, the consumer can reach clothing platforms easily,
express like or dislike and even participate in the company’s success or failure.
Internet wave in the late 2000s created blogger and influencers movement, which
became today a major marketing network, empowering the consumer access and
visibility to the latest trends shown in a new context by influencers fashion
marketing techniques, and their influence on the consumer purchasing decision.
And precisely, the Turkish fashion industry has grown rapidly during the last 20
years, With around 60,000 companies, employing nearly two million people, the
textile sector occupies a central place in the Turkish economy. Exporting almost
65% of its production, Turkey has made it one of its main export items. The
world's 5th largest exporter of textile products and the 7th largest exporter of
ready-to-wear garments, Turkey is the EU's second-largest supplier of textile
products and the third largest for ready-to-wear garments (CCI France Turquie,
2
2016). Considering its geographic location, and beautiful culture, it is a
significant stop for a great number of tourists coming from all over the world,
causing a considerable demand and enriching textile production.
With the spread of social media, Instagram, Facebook, YouTube, Quora, selling
and buying approaches have changed, today consumers have direct access to
express their needs, what they like and what they don’t, share their favorite items
with their friends and relatives, and relatively share their own experiences
whether negative or positive to help other buyers, and same time letting the
company improve its products in case of unsatisfactory. According to (Kualman,
2009) social media gives the opportunity to the frasctruction of the unsatisfied
customer, to express the complaints. This gives businesses a unique opportunity
to gain genuine insight into the issues customers face when using their product or
services. The success of these platforms shows that they know how to respond to
a lack (Tubaro, 2011).
The limitless access the consumer has today, Had pushed companies to improve
their service or product quality and leave a positive impression on the consumer
experience in order to avoid the negative spread of bad comments on social media.
Companies today started adopting influencing Technics through social media,
targeting a great range of customers with the help of influencers networks, using
the word of mouth for their own purposes, focused on a trust game between the
influencer and the follower, playing and advertiser role in a friend to friend
marketing methods. İt is a trust-based relationship building for brands that seek
customer long term loyalty. The follower has even the possibility to go through
applications to select the influencer that matches best with his character. On the
other hand, from the marketer's vision, and due to the huge population of
influencers on social networks, it is sometimes difficult to make a choice on
which influencer could be the best match for a specific item or product, it's not
just about the number of influencer subscribers. An influencer with thousands of
subscribers does not necessarily generate more engagement or conversions than
an influencer with 10,000 subscribers. Several criteria are important to consider
when making the right choice for your business (MyLittleBigWeb, 2018).
This aim of this thesis is to examine the effect of social media influencers on
consumer decision-making with a specific focus on Turkish fashion bloggers. İn
3
fact, to help the companies understand how accurate influence can determine
many aspects of customer purchasing behavior. Addressing this problem will lead
us to the following question.
How social media influencers can manipulate the decision of the consumer who
follows fashionista online? This study aims to explore the different type of
influence the Turkish customer can go through while spending significant time
checking fashion bloggers, which is in this study, the manipulated purchasing
behavior of the customer under social media influencer effects. This research is
designed to detect the impact of influencers on customer purchasing decision in
Turkish fashion industry focusing on legitim sources and consecutive researches,
studying the consumer behavior towards influencers, customer responsiveness,
using different accredited sources.
1.2 Problem Statement
Nowadays, social media plays a significant role in the customer decision-making

process. Customers continuously follow the particular product brand to get to
know-how about its pros and cons and monitor the reviews from the general
public after using such products thereby customer decision significantly influence
by the social media. Thus, it is vital to conduct an empirical investigation where
the researcher can test whether there is a significant difference regarding the
effect of such variables on consumer decision-making process with respect to the
fashion industry. An empirical investigation will be conducted in order to see the
difference with respect to gender, age and educational level for the variables of
perceived persuasion, perceived self-identification, perceived trust, time pressure
and urge to imitate on the customer decision-making the process in the fashion
industry in Turkey.
1.3 Study Objective
1.3.1 General objective
The study aims to see whether social media influences on the consumer decision-
making process.
4
1.3.2 Specific objective
• To ascertain the significant difference between male and female in term of

perceived persuasion towards customer decision-making process in the fashion
industry.
• To determine the significant difference between male and female in term of
perceived self-identification towards customer decision-making process in the
fashion industry.
• To scrutinize the significant difference between male and female in term of
perceived inspiration towards the customer decision-making process in the
fashion industry.
• To determine the significant difference between male and female in term of
perceived trust towards the customer decision-making process in the fashion
industry.
• To ascertain the significant difference between male and female in term of time
pressure towards the customer decision-making process in the fashion industry.
• To determine the significant difference between male and female in term of the
urge to imitate towards customer decision-making process in the fashion
industry.
• To ascertain the perceived persuasion differs in term of age level towards the
customer decision-making process in the fashion industry.
• To see that perceived self-identification differs in term of age level towards the
• To test that perceived inspiration differs in term of age level towards the
• To show that perceived trust differs in term of age level towards the customer
decision-making process in the fashion industry.
• To examine that time pressure differs in term of age level towards the customer
• To determine that urge to imitate differs in term of age level towards the
• To uncover that perceived persuasion differs in term of education level towards
the customer decision-making process in the fashion industry.
5
• To find out that perceived self-identification differs in term of education level
towards the customer decision-making process in the fashion industry.
• To investigate that perceived inspiration differs in term of education level
towards the customer decision-making process in the fashion industry.
• To determine that perceived trust differs in term of education level towards the
• To investigate that time pressure differs in term of education level towards the
• To determine that urge to imitate differs in term of education level towards the
1.4 Research Questions
• What is the difference with respect to gender, age and educational level for the
selected variables on the Consumer decision making process in fashion
industry in Turkey?
1.5 Significance
The empirical investigation will be useful for the fashion industry to devise their
policies and procedure as per the current requirement. The study will indicate the
factors that will affect the customer decision-making process thereby helping the
fashion industry to concentrate on its weak point to attract and retain the
customers by offering better products and services. The management of the
fashion industry can use the finding to devise their marketing and selling
approach in such a way that will be more appealing for the consumer to make the
decision for buying their products and services. Finally, scholars who are
interested to pursue similar studies could use this research as the basis for their
study and can extend the finding for other sectors aswell.
6
2. LITERATURE REVIEW
The researcher will concentrate on the factors that might influence the consumer
while making the decision process with respect to social media. Social media, its
background, and development on it will be discussed with respect to available
literature and how does it work on social life and business environment.
2.1 Internet
Internet became more interesting after it gave the user access to collaborate online
actively in sharing contents, and utilize platforms to generate knowledge and
participate in exchanging the information. It made the world a small village, with
easy interaction that we can see clearly on our daily life usage. For the majority
of Internet users, Internet access has become a daily activity (Howard et al.,
2002). İt had engendered a revolution in technologies with a huge a significant
impact on different aspects of our life, generating more internet users, ready to
connect. These people connect through what we call Web 2.0, which is an
application among the applications implemented on the internet, it is associated
with the Http that allows us to read web pages from a server and display on the
client's browser, allowing each of us to be expressive toward the environment.
(Web 2.0 is both usage and a technology paradigm. It’s a collection of
technologies, business strategies, and social trends) (Murugesan, 2007).
It allows new users of the internet such as sharing and collaboration, software
users, the creator of information we are talking about, user-generated content.
The concept that derives from these new practices enabled by the Web 2.0. it
seems today that it is the ground for the development of social networks. Today,
the evolution of practices on the Internet and the emergence of Web 2.0 brings
companies to rethink their marketing and communication strategies. Indeed, the
tools which are now available to consumers on the Internet, make it possible to
collect valuable information, to get a clear idea of the product to buy and what
before even going to the act of purchase. Blogs and other forums and platforms
7
make it possible to take this information. These phenomena, therefore, oblige
advertisers to take into account the influence that messages broadcast on the
Internet about their brandand their sales.
2.2 Web 2.0
Web 2.0. Here is the trend word, the promise of a new web, a revolution as a new
version of the internet. Real phenomenon based on a technological change and a
break of scale related to the growth of the number of users or marketing recovery
of old technologies refreshed by a new public craze. The web has become a shared
platform for communication and collaboration. And the new thing is that its also
having a value on business models that are oriented on a combination of open
access, focused advertising, and product audience (Murugesan, 2007).
2.2.1 Web 0.2 definition
There is no "official" definition of the term, "Web 2.0". The term was first
mentioned by Dale Dougherty of O'Reilly Media at a conference. In fact, Dale
Dougherty suggested that the Web was in a period of rebirth with a complete
change of models. What is certain is that it is an evolution of what is now called
Web 1.0, that is to say, the web as only advertisers and companies had the
techniques and tools to communicate via the Internet. Internet users could only
read content to get information, to do research, etc. Today we live a real chan ge
of internet techniques, where the community not only communicate. But also
shares opinions, interact with others, comments posts, shares posts create
informational contents directly like on Wikipedia. Web 2.0 surfer appropriates
completely the functionalities of the web. Web 2.0 became like a platform of
exchange of knowledge, experiences, information. Many transformations have
been made since the birth of Web 2.0, Web 2.0 is before anything a set of grouped
techniques in a speech that wants to be unifying and innovative (Deuff, 2007) the
fact is that we are today able to use them before and after Facebook statement, as
before the birth of facebook, Web 2.0 as main forums, Diary blogs, and
information platforms. Basically consisted of sharing photos, musi c, etc. After
the arrival of facebook that brought transformation to the concept of Internet
usage, and the reason behind this usage. Facebook has given real value to Web
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2.0. since it made the use of internet fair and democratized, along with the
creation of personal contents. However, the use of Internet has noticed
modernization coming along with the development of technologies, to see people
ready to share their personal life with friends and followers.
2.2.2 Revolution of web 2.0
We are living in a pivotal period. With the advent of so-called Web 2.0 or
Participatory Web, any citizen can be active and visible anywhere in the world.
The sites are created at a senseless speed. They allow users to write articles on
the Wikipedia encyclopedia; give and get advice from others, such as on the
Booking.com website; find friends on Facebook, Share your photos on Flickr.
Some sites already bring together communities of more than 20, 30, 50 million
people (Belot and Bratman, 2006). The history of information technology h as
seen the last two centuries of multiple revolutions: telegraph, telephone,
television ... However, we are witnessing a phenomenon of rupture: everyone can
today have his blog. The user is at the source of the system. He feeds it, modifies
it constantly. Thanks to participatory Web technology, innovation comes from
the bottom of the pyramid, that is to say, simple people. This is the opposite of
the "old" economy, where a factory-made a product for sale, where a newspaper
processed the information and then published it.
The evolution from Web 1.0 to Web 2.0 This technological and social revolution
also makes possible the exploration of new ways of organizing and sharing
information, which at the same time become an opportunity to exchange the
knowledge distributed among people from all over the world. Under this
perspective, the creation and consumption of content are transformed into a
unipersonal and collective process, where all actors feed this chain as a virtuous
circle that promotes the social with the technological, and vice versa. Web 2.0
tools Web tools or applications are no more than the tools of office automation
(word processors, spreadsheets) of Web 2.0 that are handled simply with an
Internet connection, and in these cases it is possible to use the computer only as
a way to access the remote application (Traverso et al, 2013). Research by
Wellem (2012) suggests that the revolution of web 2.0 is to put the user at the
heart of the web and its services.
9
Since the beginning of the years 2010, the expression Web 3.0 is regularly
evoked, its a term that used by certain specialists referring to the near future of
web 2.0. According to these specialists, the next stage of evolution of the World
Wide Web could designate either the Internet of Things or the emergence of the
Semantic Web. For some people, Web 3.0 is primarily marked by the
customization, made possible by the storage and use of data according to (La
Redaction, 2019).
2.2.3 Advantages of web 2.0
These are the advantages taken from (UKEssays, 2018).
• Acceleration: It does affect positively the speed of application

performance that could transfer data fast from server to client with very
high reliability of data.
• Low-cost advertisement: Using old fashioned advertising tool through

electronic media costs a lot of dollars, unlike the use of Web 2.0 that can
reach more customer and cost way less.
• Great use of publicizing things: combining social media and networks,

forums and blogs with Web 2.0 can generate a simple way of advertising.
• The easiest for collaboration: With Web 2.0 technology, we can manage
businesses that lead to the search for new solutions. People are able to find
a solution to their real-life problems through virtual use.
• High User Interaction: Le Web 2.0 provides excellent interaction, offering

navigation and ease of operation.
• Variety is problem solutions: Web 2.0 provides a huge large platform

where anonymous people can interact with you, and in case of problem,
they can share solution such as on IT issues or experienced problems.
• Easy Online Asset: This is the revolution that has an impact on the
development of Web 2.0 technology. The advantages of Web 2.0
technology include e-commerce website such as e-bay. We use it in a way
that we can buy online.
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• Simplicity and speed of implementation and use, having a channel on
YouTube and feed it via smartphones is great. For businesses, the benefits
of these new channels and practices are easy to pin down. Communication
becomes immediate and more flexible (Leborgne, 2008).
• Variety is problem solutions: Web 2.0 provides a huge large platform

where anonymous people can interact with you, and in case of problem,
they can share solution such as on IT issues or experienced problems.
2.2.4 Disadvantages of web 2.0
Web 2.0 and social networks such as Instagram and Facebook are a source of
concern for the companies, the time spent on the web and the social networks by
the employees since their workplace, the high risk of economic intelligence of
competitors, increased risk of dissemination of confidential information with a
simple "click", possibly inadvertently, with a simple click, dissemination, a prior
on a large scale, by employees, customers and more often by malicious
competitors of critical content likely to seriously alter the e-reputation of the
company. Information security is a major concern for the webmaster or the
community manager. More than 4 out of 10 employees talked about problems
with their work on the Internet and a quarter shared information that they later
regretted. the risk of leakage of information or misinformation, potentially
harmful to the company, represents a clear risk that managers must be concerned
about.
The rules set down by the company may also be imposed on the employee outside
the company. With rare exceptions, the company cannot prohibit its employees
the use of a Web 2.0 type of service or a social network in the private sphere.
However, the company, even in this case, can define several rules designed to
limit, if not prevent, the dissemination of content or sensitive information. The
company will be able to set its employees the limits of what may or may not be
said about it, its activity and its projects. If the company cannot forbid its
employees to express themselves, it can, however, forbid them to talk about it or
at least about its activities (Gravir, 2015).
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2.3 Social Media
According to (Garcia, n.d.). Social media is not limited to sharing contents, it is

more interesting when we give our opinions about what we read, we listen to,
then the great experiences are realized. Obtaining effective communication and
building authentic relations with our community and environment can be the best
usage of social media. Authors throughout the last couple of years gave different
definitions to Social media, (Safko, 2012) sees social media as practices,
behaviors, and activities, among a big community of people that gather together
to share information, point of views through conventional media. Social media
term is a system of platforms where the information is created, shared and
exchanged by users through Web 2.0 technology, users are able to share and
transfer photographs, texts, videos, and audios.
Basically, social media is about sharing, exchanging, learning and interacting for
the enrichment of the community (ReasonWhy, 2014). We can also say social
media becomes a new type of online media, where the public is also participating,
speaking and generating content with less censorship than the traditional way. It
is becoming an instrument of communication, not on a personal level but in a
group or mass, and it has changed the communication between people, companies,
and brands. The generation of our decade are into bragging about whats going on
in their lives, and social media seems to be the perfect tool for doing that.
(Qualman, 2009).
According to (Kamili-agency.puzl, 2008), here are the numbers of some social

media users all over the world:
• Facebook: 2 billion
• Instagram: 700 million
• Tumblr: 555 million
• Twitter: 330 million
• Snapchat: 166 million (per day)
• Pinterest: 150 million
• LinkedIn: 106 million
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2.3.1 Concepts of social media
Main concept of social media is to be social, that is to say to switch from the
traditional communication where content is generated by a large broadcaster "one
to all" to a communication which is generated mostly by the community itself and
it is precisely their participation that makes it social media "from all to all". As I
mentioned previously the receiver becomes a generator of content in social media.
Social media mainly works for customers favorably. İts a transparent place that
provides customer personal interest, and not sure in the favor of organizations
(Fournier, 2011). It is linked to marketing, which could be understood as an
evolution that consists of covering advertising and sharing content in a much
faster way in which the publisher and the broadcaster have an active role, being
no longer a reader but the creator and publisher.
On the other hand, we have a social network which is often confused with social
media, these are two different things but also parts of the same mechanism. Social
networks which are interactive platforms where people with common interest
unite, interact and share content with each other. For example, Facebook and
Twitter. These websites are one of the biggest contributors to social media
(Gomez, 2012).
The worlds of social media are very diverse, there are thus several platforms of
social networks, among these networks it is necessary to distinguish two
categories, those for exclusively for professional use, oriented on the
development and the professional exchange of its members such as LinkedIn. And
those for private use those who have become mainstream such as Facebook and
Instagram (Harold, 2012).
13
Figure.2.1: Most popular social media networks worldwide as for January 2019
Source: We Are Social; Kepios; SimilarWeb; TechCrunch; Apptopia; Fortune
The fashion industry is no exception, it is one of the most affected industry

positively from the social media marketing, Brands, online stores and wholesalers
to the textile supplier, have a lot to do in the world of digital and social networks.
To be digitalized in fashion means today to be at the forefront of the watch, trend,
new materials, waves of influence often conveyed by the stars. It is a constantly
changing universe that borders on real-time, it is a universe that works without
rest time, and where it is difficult to respond favorably to everyone. Where the
competition is high and fast. In an interview, Charline Goutal says that (it is at
the same time a channel of acquisition, but also a tool allowing to unite a
community, and in the end a tool of competitiveness allowing to discover new
brands). (ESCP Europe, 2018, 00:51:00). For brands, shops and online
wholesalers, social networks will be real levers to exploit their presence and
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visibility (Bour, 2017). E-commerce sites rely more and more on consumer
opinions to give weight to their sales and work on their reputation online.
2.3.2 Social media indispensable in business marketing
The evolution of the Internet has led to the creation of new communication and
work tools for businesses as well as for individuals. According to (Kamili -
agency.puzl, 2008), Web 2.0 has brought the evolution of social networks. They
are increasingly used by Internet surfers, and they reach an extremely wide
audience. Of the 7.5 billion inhabitants, 3.81 billion are Internet users (51%) and
2.91 billion are active on social networks (39% of the world population). The
average time spent on social networks is estimated at 1:30 per individual. This
amplification makes social networks a leading market, which can no longer be
ignored by companies. So much so that no effective communication policy can
do without a social media plan. In view of the time it takes, you ar e entitled to
ask what the benefits are for companies to obtain the following reasons:
• Social networks develop the notoriety, the visibility of a company and the
confidence towards it.
• The use of social networks reduces the impact and visibility of the
company.
• The messages broadcast are aimed at a larger audience, with almost

infinite potential.
• Social networks are a place of communication apart, another type of

dialogue with customers, partners, and suppliers. A dialogue of proximity,
change and therefore trust.
• They allow prospecting and acquisition of new clients.
• The commercial prospection certainly found on Facebook, LinkedIn, and

Twitter a new Eldorado.
• Businesses benefit from a powerful and targeted soliciting tool.
• A new sales area for products and services.
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• Targeted business transactions such as promotions, end of stock or sales
are boosted by social networks. As fans and friends increasingly share the
good plans they spot on corporate and brand accounts.
• Optimized Public Relations.
• • Classical media like the press or radio do not allow for a reciprocal
dialogue with the public. The message is only distributed in one direction:
from the company to the consumer.
• • Social networks go beyond geographic boundaries and offer a public that

can be won.
• Restricted costs: Finally, a benefit and not least, no communication

operation costs less than a campaign on social networks given the funds
involved and the huge scope they bring.
2.3.3 Social media influencers
According to (Bour, L. 2017) An influencer refers to anyone who has a reputation

on a specific theme through the web and including social networks. We also find
many bloggers influencers, in whom the phenomenon of influence began with the
advent of blogs in the mid-90s. New digital opinion leader, the influencer is able
to affect purchasing behavior through the holding of a blog, a Twitter account,
Instagram, YouTube ... accompanied by a social activity intense and high media
exposure. This stature gives it the power to prescribe new trends, which is why
the influencer is so much sought after by brands. Brands thus consider influencers
as essential levers, introducing them into their communication strategies.
In this part of the study, I will highlight one of the biggest social media fashion
influencers in the world, by giving a slight introduction about how she started
blogging career.
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Figure 2.2: Social media influencer Camila Coelho
Source: Camilacoelho. Photo of Thailand Mood. Instagram. 2 Jan. 2018, shorturl.at/euN67
Camila Coelho was born on February 27, 1988, in Brazil and moved to the United
States at 14 years old. Growing up, she took an immense interest in makeup,
beauty products and everything related to fashion and style. After finishing her
school of fashion and make-up, she started working as a Dior make-up. Very
active on social networks, she started blogging in 2011 with her blog Super
Valdosta. Having a blazing success, she decides to leave her job to devote herself
to her blog. It has become very popular, brands are starting to send products to
test them and Camila Coelho becomes a reference. Today with over 7 million
subscribers, Camila Coelho has become one of the biggest influencers of the
moment (Le guide influence, 2018).
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2.3.4 Social media advantages
According to In an ever more connected world, it seems difficult to escape the

call of social networks (DigitalMKT, 2002).
• Increased brand visibility Scope: Social media can erase geographic

barriers, and a message can have a far greater reach when compared to
other means.
• Branding: Companies need to take advantage of networks to create a

recognizable brand, and this can give customers confidence. At this time
it is very usual to consult the customers' opinions before committing to a
product or a concrete brand. Social networks can help improve this image.
• Distribution channel of contents and news of the company: (Traffic to the

site and Inform news): Social networks can show the actions of the
company, show the activity and vitality of a brand and its values.
• Customer loyalty and contact with potential customers: Loyalty:

Companies can offer, through networks, campaigns or actions to increase
customer loyalty. Prospecting: companies can use networks to capture or
locate new customers.
• Sharing content: (Quality Content): Sharing is fashionable. Creating a

company blog (a blog is also part of social media), can help increase
visibility and visits, but if the content is good, it can also create an image
of professionalism among customers. Commitment and notoriety: When
we find quality content that we like we remember the source and we come
back from time to time to find other content. A blog and social networks
increase the engagement of customers and potential customers.
• Measure the results of marketing actions: The most important part when
the companies set up an online marketing strategy: is to imperatively,
measure the results. That's what gives meaning to all work. Without
measuring, a company cannot evolve. Social media provides a real -time
amount of data that can help organizations evolve their strategies.
(Feedback) Data also allows having feedback and correct strategies if
necessary.
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• They foment the collaboration between professionals: (Networking)
Networks facilitate outreach and collaboration between businesses and
professionals
• The canal for customer service: Social networks are a bridge between the
customer and the brand and that must be taken advantage of. Social media
makes possible a direct approach to customers with all that implies, the
possibility to have direct feedback, to listen to their needs and concerns or
the possibility of increasing commitment. Management of comments and
questions: attentiveness to comments and answer questions from
customers on the networks.
• Critical Management and Suggestions: Criticism or management of a

critique can be an opportunity to engage a client. Companies must not
ignore criticism because they can be avenues to improve their services,
products or services. Providing a solution to the customer or giving a good
answer is very positive, however, if they pass the time until the customer
forgets the case may end up having a reputation crisis.
• Social networks offer the opportunity to analyze the competition
• Social networks can track competitors. Watch what they are doing, but not
to copy them but to see what is the company's position is in relation to
them. It also allows the company to see which are the most successful
strategies
2.3.5 Social media disadvantages
• Bad criticisms and communication crises: This has been said before,
having a direct channel with customers can bring comments, questions,
but also criticism. This is the game of communication 2.0, communication
in both directions, where we can communicate, but where the customers
can also express their opinions. And companies have to be ready to receive
criticism and know how to react because a critique can be an opportunity
to improve the company's service and to engage a client. They can even
create a crisis communication plan to establish what steps will they take
to get by.
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• Trolls and other wildlife: The sources of a bad criticism can be multiple,
the fact is that in the social networks we have to live together with a vast
fauna with very different profiles, some of which can be a little dangerous.
• Investment in time and money: Social networks are not free, accessible
yes, but not free. There is always an expense either in time or in money.
And normally it is a slow process. Patience is the key to start seeing
results. Constant work based on a social media plan or editorial plan will
definitely help the company succeed Normally, social networks like
Facebook, Twitter or Linkedin have platforms to advertise by paying. This
increases the message's reach and visibility too. Finally, in conclusion, we
can say that social networks can be a very interesting and important tool
for the communication strategy of your company, but they have
advantages and constraints that must be known.
2.4 Fashion Industry Bloggers
A blogger according to (Alexander, 2018), is mainly a person who is known for

their daily contents (website), they have a unique way to represent fashion topics,
specific taste and a point of view through written articles or videos. Today, with
the omnipresence of social networks, influencers occupy a growing place in our
societies. Faced with this context, brands are moving towards this young market
that offers new economic prospects. We often hear the word of blogger or
influencer, the fashion industry is no longer ruled by the newspaper, editors and
magazines. İn the best front of catwalk rows, we find stylists, journalists,
celebrities, editors, and some other in between those. With the internet revolution,
we noticed the birth of a new phenomenon, new players that created tension in
this industry who are the bloggers. Most successful bloggers work in
collaboration with big brands in term of advertisements and campaign projects,
they switched their passion into full-time business life. And some of them
succeeded to launch their own brand name.
Within the blogosphere, there is a category of bloggers who can be considered

influential bloggers. They can produce information, rate products or services, and
have the ability to pool, mobilize, and utilize resources that benefit both
individuals and groups. They are considered influential insofar as they can exert
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an ascendancy over an individual or a group of individuals, which results in the
modification of an anticipated belief, attitude or behavior (Renard, 2014).
Being a fashion blogger requires hard work and dedication, majority they give up
within the first two months, according to (Sedeke and Arora, 2013), being a
fashionista, requires certain criteria, such as reading fashion magazines often,
while keeping an eye on the latest trends and collections, right designers and
brands, frequenting the right people at the right places, in general, fashion access
costs are high.
2.4.1 Bloggers influence marketing strategies
Consumers expectations have evolved. Under the influence of social networks,

they have seized power and no longer accept downward communication. Critical
sharp, they show a certain mistrust towards the formatted and predictable speech
brands. A critical situation considerably complicates the task of marketing
departments for organizations. Regardless the intended marketing channel and
purpose, the use of influencers will act as an amplifier, the support of influencers
can animate very captive workshops for audiences who enjoy coming into contact
with people they usually follow sometimes on Instagram, Facebook or YouTube.
The cocktail bar held by an influencer, deco influence for the layout of the room,
influencer food for catering, influencer gaming for a workshop in VR (Virtual
Reality), all the variations are possible (e-marketing, 2018).
The influence on the Web and social networks is a very different form of
marketing, very current. It makes it possible to reach a very large audience which
is already committed and convinced thanks to the work of the influencer. The
challenge for companies wishing to use influence marketing is thus slightly
different from traditional marketing. Rather than convincing customers directly,
it is the influencer himself who must be convinced by the brand. His reputation
being at stake, an influencer can not afford to promote a defective product or in
which he does not believe. He would lose the trust of his community and his
influence would suffer. The influencer, through its media exposure or status,
plays a leading role in the marketing policy of a company or a brand. It influences
consumer behavior through its power of recommendation and its ability to
21
persuade and carries an impact of authenticity and trust to which Internet users
are sensitive (Iscpa-ecoles, 2005).
2.5 Consumer Decision-Making Process
Consumer behavior, far from being a static concept, develops with new
technologies and marketing tools. The fact is that companies are now addressing
people who are more connected, resourceful and involved than ever before. The
consumer 2.0 can not be fooled, they must be seduced. Consumer behavior
encompasses all the factors that guide and influence the purchase and
consumption of a good. This concept focuses on understanding what motivates
the consumer, how he chooses, buys and uses goods, services or experiences to
meet his needs or wants (Wink Strategies, 2016).
2.5.1 Consumer definition
The end-user of the product. It must be distinguished from the buyer/customer

and the prescriber. The term ultimate consumer is sometimes used to emphasize
the designation of the person who consumes or uses the good or service for his or
her personal needs. According to (Akyuz, 2012) consumers is the person who
buys or has the capacity to buy marketing components for personal needs and
desires. (Eugernia Vicentin, 2012) defined the consumer as a person or group of
people that meet their needs through the use of goods and services generated in
the production process. He is a person who intends to buy or has consumed a
particular product, choosing it from the competition. Turkish consumer tends to
have specific criteria, according to (Bmcetrade.co.ma), Several demographic
trends have contributed to the change in behavior of the Turkish consumer. First
of all, the Turkish population is relatively young: 49.2% of Turkish citizens are
under 35 years old. These consumers are comfortable with the technologies: they
plan their purchases, search the products on the internet and follow global trends.
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2.5.2 Decision-making process steps
Figure 2.3: The EKB Model

Source: shorturl.at/htN48
In fact, knowing the needs of future buyers makes it possible to propose an

adapted offer. Identifying the buying behavior provides an answer to the
questions: What? When? Or? Who? Show the right product, at the right time, in
the right place, and in the right person. The model of American researchers Engel,
Blackwell, and Kollat, (Engel et al, 1968) It is based on the following 5 steps:
2.5.2.1 Recognition of the problem
The buying process begins with the existence of a need. This is the gap between
a current situation and the desired situation. To close this gap, the consumer can
make an act of purchase. There is, therefore, a need to satisfy. But for the passage
to the act, the stimuli come into play. They are the ones who will push him to
proceed with the purchase. A stimulus can be internal as well as external. Internal
for everything that concerns the individual (psychology, health, primary needs
(see Maslow's pyramid) External, through the influence of a member of his
family, his entourage, or even by a very strong advertising message relevant. Let's
say it once and for all: marketing does not create a need, it influences, reveals,
stimulates existing needs.
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2.5.2.2 Search for solutions
Once the decision is made to fulfill the recognized need the consumer will look
for possible options. To do this, 2 types of research possible: Internal: referring
to one's memory and past experiences. External: once again thanks to the
exchanges with his direct environment (his family), or indirect, via the various
information emitted in the sales places, on the websites and social networks, word
of mouth, etc. Beyond the internal sources, the external information of relatives
is the most reassuring. You understand that the credit of the source is essential in
this step of finding a solution.
2.5.2.3 Evaluation of options
The various information collected during the research phase supports the
consumer's judgment. They evaluate the various solutions through their attributes.
Their personal preferences serve as filters to choose the products or services that
best meet their expectations ... objective and subjective, conscious or not. Indeed,
image issues play an important role in the expression of preferences. Many other
internal and external factors can have an impact on the short final list.
For example, a bad experience with a seller would condemn a product, which in
terms of its features, would have had every chance to be chosen.
2.5.2.4 Decision and act of purchase
The consumer holds all the elements to decide. His final choice is based on the
prioritization of his criteria, but also on last-minute elements. A promo "flash"
can switch his choice. If the purchase is of significant importance to the
consumer, other variables come into play, such as the risks involved. The
consumer may also be influenced by the recommendations and experiences of his
environment.
2.5.2.5 Evaluation after purchase
The buying procedure does not end once the client has taken action. His
fulfillment will originate from the contrast between what he anticipated from the
product and what it truly brings him. Today it's pointless to demand the
significance of the satisfaction of a buyer after his purchase. With main devotion
and notoriety issues. Regarding notoriety, it is enough to observe how social
24
networks are formidable amplifiers of dissatisfaction with major consequences
for brands. The image of a company is a capital to heal.
2.6 How to Influence Consumer Buying Decision Making
Today the factors that influence consumer buying behavior is no longer limited
to the marketing mix. The concept of 4P marketing was popularized mainly by
Philip Kotler (marketing professor) who created a mnemonic tool to help
remember the different policies on which the marketing mix is based. Price, Place
(distribution), Promotion (communication), Product. In order for the company to
influence, it must understand the customer buying behavior. According to (e-
marketing, 2017), consumer behavior looks at how individuals and businesses
choose and use products and services. This focuses mainly on their psychology,
their motivations, and their behavior.
The study of consumer behavior includes:
• How marketing campaigns can be adjusted and improved to better

influence the consumer.
• What behaviors consumers embrace while looking for products and make
purchases to what extent consumer behavior is influenced by their
environment (environment, culture, media).
• How consumers think and choose between various options.
• How consumers think and feel about different alternatives (products,

brands, services, and resellers).
These questions are influenced by three factors:
• Personal factors- Consumer interests and opinions. Consumer interests and

opinions. Age, gender, culture, occupation, etc. They will be affected by
demographic features.
• Psychological factors- Consumers responsiveness to a marketing

campaign will depend most of the time on their state of mind and
perspective. An individual's ability to assimilate information, the
perception of their needs, their mentality all influence their behavior.
25
• Social factors- The entourage (family, friends or connections on social
networks). This factor also includes class, income, and level of education.
Online consumer reviews,
How Web 2.0 has taken such an important place in the consumer buying process?
The arrival of the web has significantly changed our lives, from our manner for
working to that of shopping. visit virtual shops, Think about costs, manage our
your online accounts or pay for a cinema ticket with your phone has become
commonplace! In short, with a few clicks, we see everything that interests us.
According to (BJMédia, 2014), recognizing one's need has not changed. Yet, new
needs can emerge because of the influence of readings made on the web or the
vision of the activity of our friends on social networks. Seeing a blog post on a
new food processor can make you want to buy what previously only happened
through advertising or word of mouth.
The scan for data is the phase that has changed the most gratitude to the web.
consumers today are eager to find information from brands. information that can
come from many sources:
From the website often accompanied by a very useful newsletter to give

information to customers and future customers. Consumer reviews on most
merchant sites like Amazon for instance where customers are pushed to give their
opinion on a product after buying it. These opinions are a wealth of informa tion
that is very important for consumers' buying decisions.
Trade through the web has made decision-making for purchase facilitated. Before,
the purchase was often done in shops or sometimes by correspondence, however.
But the process was often slow and tedious. On the web, the process has been
extremely shortcutting: the customers often have their favorite e-commerce sites
that keep their information simplifying their purchases and making it a lot
quicker. In addition, it is possible to shop all the time, at 00h in bed at 12h at
lunchtime! This facility eliminates several brakes on the purchase such as waiting
time, distance, etc. After the purchase facilitated, shared evaluation. The e -
commerce sites push buyers to give their opinions, and everyone loves to do it!
This helps future buyers make their choices, and it also gives consumers greater
influence.
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Improving the buying process is likewise a great advantage of web marketing.
Every effort is made to ensure that the consumer makes the buying activity as
quickly as possible. The position of the buy button greatly influences the act of
purchase, if it is simple to access more purchases will be made. The number of
Internet users was estimated at 56 million in 2017, with a penetration rate of
69.6%, which places Turkey at the 18th place around the world (Internet World
Statistics). The internet has strong development potential, with a growth rate of
2,700% between 2000 and 2017. Digital advertising has been constantly
expanding, reaching TRY 953 million in the first six months of 2017. Advertising
digital is only exceeded by television in terms of advertising expenditure (17.9%).
Search advertising accounted for TRY 387 million, followed by ads & directories
(TRY 49.8 million). Nearly half of all digital ads and 64% of social media ads
were published on mobile platforms (TRY 454 million) (Bmcetrade.co.ma).
2.7 Role of Social Media Influencers
Since their approach, social networks play a major role in the communication
technique of numerous brands. A considerable figure, a reflection of the power
and the effect that they can have on the purchasing decisions of Web users. This
is called social shopping, or how to utilize informal organizations to associate
with the purchaser and motivate them to purchase. This is a purchasing behavior
influenced by sentiments, recommendations or reactions expressed on Facebook,
Twitter, Instagram... The first steps of social shopping go back to discussion
forums and their consumer opinions. It differs from the classical purchase path i n
that a third actor comes into play in the purchase decision between the seller and
the buyer: the other customers. The era of Web 2.0 rhymes with communities,
exchanges, and sharing. No reason for online purchases to be impacted. The role
of social media in customer decision-making is very significant, social media
represent platforms where everyone can share experiences, share information, and
interact with others that have the same interest (publicisregicom.fr).
27
Figure 2.4: Media influencers
Source: TECHNOCRATI (shorturl.at/gwBEX)
2.8 Fashion Industry
Style is a reflection of an era, a nation, a culture or a population. In the case of

clothing, aesthetic, melodic, decorative, tasteful, political, language, sports or
geographical, the fashions are made and discarded, exclude or embrace, influence
all environments and all regions. When we think about fashion, what comes to
our minds is the clothing industry, luxury, cosmetics, makeup, brands that create
and evolve accessories to adorn the looks. Fashion is likewise an approach to
assert its social identity, his buying force or his personality. Fashion is a way of
living, of reasoning, specific to an era, a nation, a country. Usually considered as
superficial or as a method for selling items that the buyer may feel compelled to
purchase "since it is fashionable". Fashion unites individuals who share similar
desires sand wants or settle on similar decisions. It passes on qualities, for
example, change, vaporous, new, current, trendy, unique, very advanced, elitism,
extravagance. Fashion is an economic activity since it produces objects, however,
28
it is likewise a creative action since it produces images. It doesn't simply
transform fabrics into garments, it makes sense to those who wear them
(Filsantejeunes, 2016).
2.8.1 Fashion industry history and revolution
By definition, the fashion evolves according to time and to a region, thus a nation
or a country. It's just trends in the method for apparel explained by various
variables: the occasions occurring in a region, the social status, the identity, the
buying power see the power itself. Garments and traditions have had a long
historical process to move toward becoming what they are today. From the Indo -
Chinese civic establishments (silk piece of clothing) of Mesopotamia (tunic),
Egypt (garments in line and gold threads), Phenicia (shading garments in purple -
red), Greece (Chinon and himation), Romans (robe and tunic with brilliant
fringes). The Renaissance was starting to wear the dress and has developed all
through Europe. With LOUIX XIV the elegance of the royal residence and the
evenings required an alternate style, a fashion appropriate for evenings and
gatherings known for their excesses, at that point the dresses, skirts and coats that
were designed and sewn by offering rise to the high fashion that was connected
to the bourgeoisie class in France, Britain and Italy. This period was decisive that
Paris will gradually turn into the capital of the universe of fashion from the
century of light and the nineteenth and twentieth century.
The advancement and improvement of industrial production of textile and sewing

machines changed the fashion market. At that point toward the end of the
nineteenth century, it was a turning point getting to be within the reach of layer s
that were not bourgeois. The retail establishments that have shown up in Paris
and London have made fashion accessible to everyone. Style is never again a
yearly creation yet of the season, in light of the fact that every semester of the
year will take place the parades of spring, summer, autumn, and winter. (Foiralle,
2005). The fashion business is changing over time. In any case, with the
utilization designs that are changing in the digital era, this sector evolves quicker
to meet the exceptionally exclusive requirements of the consumer. The term
fashion- Tech characterizes this fusion between the design business and new
technologies. A return on the influence of the digital change in the fashion
business and on the consumer use of this sector. To keep in contact with hyper-
29
connected buyers, it is vital for fashion brands to be at the front line. The purchase
of clothes for the buyer of the 21st century does not have the same meaning as
yesterday. Aestheticism isn't the number one basis in the buying technique; it is
the consumer involvement entirely that is taken into account. The nature of the
navigation on the site, the e-notoriety, the sentiment of the influencers of the
sector, the reputation of the brand... With the digital one that has disturbed the
purchase routes, such a large number of factors are considered by brands to adjust
with new consumer uses. Consequently the need to always monitor the rise of
new trends, waves of influencers to remain focused and competitive. Client
experience ought to be at the center point of thinking to reach demanding clients
in term of novelty (Blog Eminence Geneva, 2018).
Figure 2.5: Karl Lagerfeld Spring-Summer 2017

Source: Patrick Kovaric – AFP – Le défilé Chanel Automne – Hiver 2017-2018, shorturl.at/noDEJ
2.8.2 New communication channels for fashion companies
Faced with the digitization of the fashion domain and changing consumer habits,
brands have adjusted their language to new media and new users. The fashion
brand is no longer introducing itself as a textile company, yet rather as a
perspective, an attitude. Professional social accounts (Instagram, Twitter
Facebook or Pinterest) become less formal but rather more casual. The
publishments don't limit the promotions of articles sold by the brand to move to
the proposal of trends, videos, and tutorials. A few brands will republish looks
worn by individuals other than their models. (Blog Eminence Geneva, 2018).
30
According to (BlogEmploi, 2016), Social networks are like never before utilized
by fashion organizations, paying little respect to their size and sort of item. They
are a fundamental exhibit for brands and offer a huge number of points of interest.
First, social networks can reach purchasers internationally. They are available to
everybody around the globe and the way in which they work is the same all over
the world, Their language is universal. First, social networks can reach purchasers
internationally. They are available to everybody around the globe and the way in
which they work is the same all over the world.
The change to digital has without a doubt driven the style and extravagance
industry to position itself on social networks. A few brands immediately
understood that beyond a communication medium of a new kind, influencing
more new generations, it could likewise be a genuine sales support. In addition,
Facebook and all the more recently Instagram, are characterized as genuine sales
supporters or design brands. Social networks and fashion go connected at the hip.
Furthermore, Instagram has as been utilized for users to encourage the buy, for
example, showing the cost of clothing on a photograph, or redirect to the e -shop.
(ISAL PARIS, 2019). In any group, there is a pioneer, a hierarchy. In the context
of Instagram, new fashion designers and creators are the influencers, rising to the
rank of stars. Kim Kardashian and her sisters - to name only the best known -
decide before everyone else what will happen tomorrow. They publish a picture
of them with this or that type of clothing, bags, jewelry ... The fans are inspired
by these looks and a real community is created. Then, the brands seize the
phenomenon, analyze the behavior of these different users and try to best m eet
the needs of Internet users. They are increasingly grasping the link between social
networks and fashion.
The more a brand is active on the networks, the more users will come in, and the
brand will even understand the community it wants to reach. (ISAL PARIS,
2019). Thanks to messaging, comments, or posts, it is also possible for companies
to interact with their customers. They issue opinions, complaints and may ask
questions. It is a useful way to ensure and maintain good proximity with
consumers. However, negative remarks can deteriorate considerably and very
quickly the reputation of a brand. Social networks are also a decent indicator of
brand mindfulness, in light of the number of individuals who subscribe or follow
31
their accounts, who "like" or comment on their publications. The challenge is to
constantly increase these numbers to build these numbers to achieve an ever-
increasing number of purchasers and increase their reputation. The major
difficulties to have the capacity to keep the long term. That's why being active
and regular in daily posts is essential. The use of this means of communication is
extremely interesting because of the low cost of it. (BlogEmploi, 2016).
2.8.3 The importance of the fashion industry in the world economy
The fashion industry today plays a major role in the world's economy, throughout
the research I have made, I couldn’t find the exact impact of the fashion industry
on the world's economy today. Thus, there are quantitative information about the
world country leaders in fashion industry such as France, who is the world leader
in fashion and luxury, a sector in continuous growth worldwide with 1/4 of global
sales are made by French companies, € 150 Million in direct sales, € 36 Million
in value-added 1.7% of GDP (2.7% in tenant) combined, One industrial company
out of 13 works in France in the field of fashion and luxury. The sector contributes
positively to the commercial balance, French brands are present in 180 countries,
the average export rate of 86% in 2017 (90% for some companies); to which must
be added the sales to foreign customers in France (50% of the 15% of the
Turnover achieved in France). The sector has more than 500,000 direct jobs in
France and 1 million indirect jobs (DGE, 2018).
Another example would be Turkey, with the city of Fashion Istanbul, with named
designers and shopping centers with mixed oriental and occidental style. Istanbul
is becoming a fashion leader capital with the worlds biggest shopping center due
to foreign investments and its geographic location.
According to (Atilgan, 2006), Turkey followed an export-focused economy

model after 1980. Sub-group of the textile industry; ready-made clothing sector
became the largest part of Turkey’s exports. Even though Turkey came to an
important position in the quality production industry in the foreign market. We
can explain the reasons shortly as below;
• Geographically closeness to the textile buying markets,
• Learning the fashion trends in a short time,
32
• Having fast results from production facilities
• Possessing raw materials and sub-industrial resources,
• Presence of young and qualified entrepreneurs
• Presence of qualified employees
In 2018 January textile and textile raw material exports had 7.1% in Turkey’s
total export report.
2.8.4 Fashion marketing
According to (Eslsca, 2018), fashion Marketing has a daily effect on millions of

individuals. But what is less known is that the impact of this discipline goes well
beyond the areas of sales and advertising. Fashion marketing plays a major role
in the genesis of styles. It depends on this on different components from the
universe of psychology and the world of business. Fashion is something different
than what comes out of the designer's studio. Fashion marketing is a profession
includes diverse perspectives that are not known. It is a sort of bridge between
the intangible nature of art and the concrete reality of the market.
While internet advertising is where advancements tail each other at a confounding

pace, this phenomenon is much progressively clear in the world of fashion
marketing. In the relatively recent past, fashion journals were as yet a perfect
feature for leading ready-to-wear brands. This did not prevent them from being
dethroned by social networks like Instagram (Eslsca, 2018). A brand that does
not communicate with its clients loses the possibility to keep them. In this sense,
owning a blog and being available on informal communities has turned into a
central point in the development of the organization's branding.
The most active brands are inconsistent correspondence with their clients and
their Web clients by dealing with their community via social networks, Facebook,
Twitter, Google, and Pinterest, or by means of their conceivable blog. Giving
different substance, for example, recordings, photographs, challenges or others
can interact, invite users to exchange and thus create a positive e-reputation
(Granger, 2013).
33
2.8.5 Fashion marketers / influencers
Influence has been constantly present, its not new. Yet today, influencer process
efficient appropriation instruments (Instagram, Facebook, Youtube…) changing
drastically the manner in which they can transmit their passion with thei r
community.
Social networks have taken the board over the mass media to convey the opinions
or views of influencers. And where the influence might seem to be divided (from
few to many influencers), it has, in fact, gained in granularity (from a mass
audience to targeted and engaged communities). Influencers have turned out to
be smaller-scale sentiment pioneers for a network that is willing to commit and
trust their judgment.
Influence marketing incorporates a lot of practices went for utilizing influencer s'
recommendation potential to build brand mindfulness and permeability. But not
only, Influencers, as obvious devotees, also shape the impression of a product in
their community and their impact can go similarly as inciting the act of
procurement (BrandYouLike, 2017).
2.9 Social Media and Fashion Bloggers
Marketing was defined efficient when the organization could identify their
segments and targeted community of customers. Social media did facilitate this
concept, in a way every fashion blogger shares contents that identify their
lifestyle. And consequently, they bring together a community of Internet users
with whom they share the same passion and same desires.
The great asset of social media is that it allows fashion bloggers to be everywhere
on the networks and all the time. They have a considerable content production
capacity. They are in a constant stream of publication. You can find them at any
time of the day. They enter your daily life. By appealing to them, you benefit
from very important visibility (Adopted Ta Com, 2018).
Design bloggers are getting to be specialists in their fields, they ace the codes of
online life, the substance, the pace of production, the impacts of styles, what to
state or not to say. They are on a few correspondence channels at once, they ace
consummately their multi-channel methodology. They took their enthusiasm into
34
the next dimension, on account of Social media. Today the customer appreciates
the one to one approach, they want to have a customized contents, they want to
feel engaged to a community that matches their lifestyle, their standards, and this
what exactly how fashion bloggers are characterized.
2.10 Hypotheses Development
In this research, there are six continuous variables and three categorical variables.
Continuous variables are Perceived persuasion/conviction, perceived self-

identification, Perceived inspiration, Perceived trust, time pressure, urge to
imitate. Here is the definition of each variable:
2.10.1 Perceived persuasion/conviction
According to (Perloff, 2003). Persuasion is an emblematic procedure in which

communicators essay to persuade other individuals to change their state of mind
or behavior with respect to an issue through the transmission of a message, in an
environment of free decision. İt is a correspondence procedure in which the
communicator tries to inspire an ideal reaction from his receptor (Andersen,
1971). According to (Bettinghaus & Cody, 1987), it is persuasion when one
individual tried to change the state of mind, convictions, or behavior of another
individual or a group of people via the transmission of some message.
Ha1: There is significant difference between male and female in term of perceived
persuasion towards customer decision making process in fashion industry.
Hb1: Perceived persuasion differs in term of age level towards customer decision
making process in fashion industry.
Hc1: Perceived persuasion differs in term of education level towards customer

decision making process in fashion industry.
2.10.2 Perceived self-identification
Oxford Dictionaries defines self-identity as The acknowledgment of one's

potential and characteristics as an individual, particularly in connection to social
context. (Oxford Dictionaries | English, n.d.). (Dictionary.cambridge.org. (n.d.)
35
defined as, to think that you are a specific kind of individual, particularly when
other individuals don't believe that you are that kind of person.
self-identification towards customer decision making process in fashion industry.
Hb2: Perceived self-identification differs in term of age level towards customer

Hc2: Perceived self-identification differs in term of education level towards

customer decision making process in fashion industry.
2.10.3 Perceived inspiration
Inspiration is a persuasive state that propels people to bring thoughts into

fulfillment (Oleynick et al., 2014). Inspiration is a positive synthesis of oblivious
ideas and thoughts that are characterized by intense feeling according to
(Knowlson, 1922; Jennings 2012)
inspiration towards customer decision making process in fashion industry.
Hb3: Perceived inspiration differs in term of age level towards customer decision
Hc3: Perceived inspiration differs in term of education level towards cust omer
2.10.4 Perceived trust
There are many definitions were given in different aspects and situations. Trust
is the ability of a party to be vulnerable against the action of another party
depending on the expectation that the other will make a specific action important
to the trustor, irrespective to the capacity to control and monitor that other party.
(Aljazzaf et al., 2010; Mayer et al., 1995).
trust towards customer decision making process in fashion industry.
Hb4: Perceived trust differs in term of age level towards customer decision making
process in fashion industry.
36
Hc4: Perceived trust differs in term of education level towards customer decision
2.10.5 Time pressure
Time pressure is the conception that time is insufficient. Individuals experience

time weight when the time required to perform missions is over 70% of the total
time available for the missions. individuals experience high time pressure when
85% of the available time is required to perform the missions. (Beevis et al., 1999;
Schreuder and Mioch, 2011).
Ha5: There is significant difference between male and female in term of time
pressure towards customer decision making process in fashion industry.
Hb5: Time pressure differs in term of age level towards customer decision making
Hc5: Time pressure differs in term of education level towards customer decision
2.10.6 Urge to imitate
According to Jean-Claude Carric's lexicon of psychomotricity, imitation is a

conscious or unconscious reproduction of any model or phenomenon (gesture,
acts, sounds). It is to be differentiated from identification, an unconscious
dynamic phenomenon. (Carric, 1990; Lalagüe, 2014).
Ha6: There is significant difference between male and female in term of urge to
imitate towards customer decision making process in fashion industry.
Hb6: Urge to imitate differs in term of age level towards customer decision making
Hc6: Urge to imitate differs in term of education level towards customer decision
37
3. RESEARCH DESIGN AND METHODOLOGY
3.1 Introduction
This chapter will talk about population, sampling method from where the data has
been collected. It will also explain the research design approach along with data
collection method and instruments. Similarly, how the researcher will analyze the
data will be discussed along with the relevant methodology. Thus, this chapter
will concentrate to answer how the researcher will plan to collect the data from
the selected sample thereby using the methodology to test the developed
hypotheses. This chapter will also talk about the researcher methodology which
is suitable for reaching some concluding remarks.
3.2 Research Design
(Saunders et al, 2012) stated that research design is an overall plan that will
explain the finding to draw some conclusion. A methodology where data has been
analyzed by using some relevant methods that will support to answers the
questions which are developed for investigations. A research design is an ove rall
action plan that will define the direction that how the researcher will reach at
population for collecting the required data and thereby explaining the
methodology that will be used to analyze the collected data. Thus, it will specify
the relationship between the selected variables. Qualitative and quantitative
research methods have emerged from the research methods. Most of the
marketing and management empirical investigation deals with quantitative
research as such empirical investigation try to answer basic research rather than
the applied researcher. Further, the quantitative researcher will be easy to analyze
for drawing and making inferences about the findings and facts as compared to
qualitative research where the researcher will have to concentrate on interview,
in-depth interviews, and open-ended questions. This research will follow the
quantitative research method where the researcher will deal with numerical data
38
with the help of descriptive analysis, frequency analysis, and other relevant
analysis methods. Moreover, descriptive research also helps to draw the
inferences about the finding thereby supporting to answer the developed
hypotheses. Thus, social media factors effect on the consumer decision -making
process will be analyzed with respect to gender, education level, and age level.
3.3 Population
A population represents the general public or compositions of individuals having

some similar features and characteristics from where a sample is taken. The
populations composed of individuals sharing a common set of features which will
be analyzed by the researcher by taking a sample from it. Though, it is important
to identify the target population from where the sample will be taken in order to
test the hypothesis. It is the population from where a sample will be taken thereof
collected data will be analyzed to draw some inferences and conclusion.
Therefore, no one can under-estimate the importance of the target population.
Therefore, it is vital for the researcher to carefully target the population. Thus,
the population of the study is those individuals, internet users who are living in
Turkey.
3.3.1 Sample
A sample is a subset of the population. Since, a population composed of sets of a

different sample, thus it is one of that sample which will be analyzed to generalize
the information for the whole populations. There are different sampling methods
such as probability and non-probability sampling technique. In probability
sampling, each observation or individual has an equal chance for being selected
while the non-probability technique is an approach where there is no way for
giving the equal opportunity for selecting the sample. A probability approach will
be followed where an equal chance will be given to each observation for being
analyzed. The study will collect the data from the sample size of 221 for analyzing
and making the inferences about the whole populations about the factors and
comparing mean values of those factors which influence on the consumer
39
3.4 Research Approach
The approach of the research deals and talks about the data nature with respect to
its qualitative forms or quantitative form in relation to deductive or inductive
approaches. When the information has been induced to generate and develop the
theory thereof talking about the inductive approach. However, if the approach
will help to explain and test the data with respect to currently existed theory
thereof deductive approach. As, the researcher will attempt to test and compare
the mean value with categorical variables such as age, education, and gender with
the continuous variables thereby researcher will concentrate and follow the
deductive approach.
3.5 Data Collection and Instrument
There are two types of data such as primary data and secondary data. Primary
data is that one which is directly collected by the researcher by him/herself for
analyzing purpose. Secondary data is that one which is already publicly available
and can be accessible to the general public. Though it is quite easy to co llect the
secondary data but the researcher will use the primary data in this study for
analyzing and comparing the mean values of selected variables. There are
different approaches for collecting the data such as questionnaire, survey,
interviews, and open-ended questions. The study will employ the questionnaire
to collect the data about the selected variables such as perceived persuasion,
perceived self-identification, perceived trust, time pressure, urge to imitate and
perceived inspiration that will be analyzed with respect to gender, education and
age level.
The online questionnaire will be placed on the google forum and link will be
shared to the selected sample who follow the fashion industry and use the social
networks to keep themselves up to date about the fashion industry products and
services. If there is any missing observation then the whole response will be
excluded in order to avoid any error or further misrepresentation. Similarly,
whole data will be filtered to see and test to remove that response which has
missing observations.
40
3.6 Data Analysis Approach
The researcher will use the online questionnaire to collect the data from the
selected samples about the analyzed variables. Once, the data has been collected
then it becomes immense for the researchers to select the appropriate approach or
technique that will be used to analyze the data. Since the questionnaire has been
used to collect the data thereby researcher has to deal with primary data. Thus, it
is important for the researcher to analyze the data reliability before going to apply
any other approach to draw the inferences about the whole populations. In order
to see the internal consistency for the collected data, Cronbach’s alpha value will
be obtained for each variable to see the reliability. Once, reliability of the
variables have been ensured then the researcher will go for demographic and
frequency analysis to see and compare the respondent’s background and their
personal characteristics. Once, it has been done then normality of each variable
will be examined. It is one of the most important tests for the researcher because,
if all the variables are normally distributed then the researcher will go for
parametric test and if any of the variables are not normally distributed then the
non-parametric test will be applied on that variable. Shapiro test will be used to
see the variable normality. If the variable is normally distributed then ANOVA
will be used to compare the mean value of each variable against gender, education
level, and age level. However, on the other side, if there is any variable which is
not normally distributed then in such case non-parametric test will be applied.
Mann-Whitney test will be used against each continuous variable over categorical
variable containing only two classes such as gender. However, the Kruskal-Wallis
test will be applied on age level and education level against the continuous
variables.
41
4. FINDING AND ANALYSIS
In this chapter, the researcher will analyze the collected data by using the SPSS
application. Firstly, demographic and frequency analysis will be conducted, after
that, there will be a descriptive analysis and reliability analysis where internal
consistency of the questionnaire will be tested. Once, internal consisten cy has
been ensured then normality test will be conducted. After the normality test, the
hypothesis will be investigated based on relevant approach and methodology.
4.1 Frequency and Demographic Analysis
Table 4.1: Respondent’s gender status

Gender Frequency Percent Valid Percent Cumulative
Percent
Male 70 31.7 31.7 31.7
Female 151 68.3 68.3 100
Total 221 100 100
Source: Author’s estimation
The above table states about the demographic information for the respondents.
The total number of respondents is 221 in this study. The proportion of the male
is 31.7 percent while female accounted for 68.3 percent. Therefore, the frequency
for the male respondent is 70, on the other hand, female frequency is 151. Thus,
making the total sample size is 221.
Table 4.2: Respondent’s age level

Age Frequency Percent Valid Cumulative
Percent Percent
17 – 23 36 16.3 16.3 16.3
24 – 30 137 62.0 62.0 78.3
30 – Or 48 21.7 21.7 100.0
Above
Total 221 100.0 100.0
Source: Author’sestimation
42
The frequency and percent weight of each respondent with respect to the age level
has been provided in table 2. The frequency of respondent between the age of 17
– 23 is 36 with 16.3 percent weight. Likewise, the frequency for the age level of
24 – 30 is 137 with a weight of 62 percent. Finally, 30 – Or Above has a frequency
of 48 with a weight of 21.7 percent. Therefore, the highest contribution of the
respondent falls between the age of 24 – 30.
Table 4.3: Respondent’s education level

Educational Level Frequency Percent Valid Cumulative
Percent Percent
Undergraduate 24 10.9 10.9 10.9
Graduate 64 29.0 29.0 39.8
Master 115 52.0 52.0 91.9
Doctorate 18 8.1 8.1 100.0
Total 221 100.0 100.0
The frequency and percent weight of each respondent with respect to education
level has been provided in table 3. The frequency of respondent’s undergraduate
is 24 with 10.9 percent weight. Likewise, the frequency for the respondent’s
education level for the graduate is 64 with a weight of 29 percent. Similarly,
respondent’s having master’s degree is represented with a frequency of 115 with
52 percent. Finally, Respondent’s holding a Doctorate’s degree has a frequency
of 18 with a weight of 8.1 percent. Therefore, the highest contribution of the
respondent falls for the respondents having a master’s degree, after that graduate,
then undergraduate and finally the respondent’s holding a doctorate’s degree has
the lowest representation.
Table 4.4: Respondent’s media usage

Do you Frequency Percent Valid Cumulative
use social Percent Percent
media
Yes 219 99.1 99.1 99.1
No 2 0.9 0.9 100.0
Total 221 100.0 100.0
43
When the respondent’s asked about social media usage. They responded that 219
respondents use social media with 99.1 percent weight and 2 respondents said
that they don’t use the social media which accounted for only 0.9 percent weight.
Table 4.5: Respondent’s average time on social media

What is your Frequency Percent Valid Cumulative
average daily Percent Percent
time on social
media
Less than 30 min 60 27.1 27.1 27.1
1 An hour to 2 89 40.3 40.3 67.4
Hours
2 Hours to 4 42 19.0 19.0 86.4
Hours
More than 4 30 13.6 13.6 100.0
Hours
Total 221 100.0 100.0
The respondents also indicated their daily average time spending on social media
usage. The frequency is 60 for the respondents who spend their time on social
media is less than 30min with 27.1 percent. The frequency for 1 Hour to 2 Hours
spending is 89 with a weight of 40.3 percent. Similarly, the frequency level for
spending the time on social media for 2 Hours to 4 Hours is 42 that accounts only
19 percent. Finally, respondents who spent their time More than 4 Hours has a
frequency level of 30 which is accounted for 13.6 percent.
Table 4.6: Respondent’s media influencers

Do you follow Frequency Percent Valid Cumulative
social media Percent Percent
influencers
Yes 197 89.1 89.1 89.1
No 24 10.9 10.9 100.0
Total 221 100.0 100.0

44
The respondents also responded about the media influencer whether they follow
it or not. The frequency for the respondents who follow the media influencers is
197 which accounts for 89.1 percent.
Table 4.7: Respondent’s media

On which social Frequency Percent Valid Cumulative
media you Percent Percent
follow
influencers
Facebook 18 8.1 8.1 8.1
Instagram 152 68.8 68.8 76.9
Twitter 7 3.2 3.2 80.1
YouTube 18 8.1 8.1 88.2
Pinterest 17 7.7 7.7 95.9
Other 9 4.1 4.1 100.0
Total 221 100.0 100.0
Finally, the frequency level for the respondent’s media following has been
provided. The respondents who follow Facebook has a frequency level of 19 with
8.1 percent weight. Instagram has a frequency level of 152 with 68.8 percent
weight. Twitter has a frequency of 7 with 3.2 percent weight, YouTube has a
frequency of 18 with an 8.1 percent weight, Pinterest has a frequency level of 17
which accounts 7.7 percent and others have a frequency of 9 with the weight of
4.1 percent.
45
4.2 Reliability Analysis
Table.1: Reliability Score
Variables Cronbach’s Alpha Value No. of items
Perceived .769 4
Persuasion/conviction
Perceived self-identification .786 4
Perceived inspiration .800 4
Perceived Trust .792 4
Time Pressure .808 4
Urge to imitate .764 2
Overall Questionnaire .909 22
The reliability analysis shows that all the values are above than the benchmark
which is given by George and Mallery (2003) thereby there is internal consistency
in the questionnaire.
4.3 Descriptive Analysis
The descriptive analysis provides information about the respondent’s response

with respect to a maximum value, minimum value, mean value, and standard
deviation. Therefore, descriptive analysis has been estimated for Perceived
Persuasion/conviction, perceived self-identification, perceived inspiration,
perceived trust, time pressure and urge to imitate.
46
Table 4.9: Descriptive analysis for Perceived Persuasion
Particulars N Minimum Maximum Mean Std.

Deviation
I buy immediately after I 221 1.00 5.00 2.56 1.22

see my favorite blogger
wearing a stylish outfit
that I like.
I am convinced when my 221 1.00 5.00 3.26 1.28

favorite bloggers
recommend a product, I’m
interested in.
Bloggers are experts in 221 1.00 5.00 3.42 1.21

their field.
It is more convincing 221 1.00 5.0ppç 3.52 1.08

when I see a blogger
criticizing honestly a
product.
MPC 221 1.00 5.00 3.19 0.92
There are 221 observations for each of the variables and 5 Likert scales have been
followed while developing the questionnaire. The maximum value is 5 which
strongly agree and the minimum value is 1 which indicates strongly disagree. All
the items have mean value above than 3 except the first one which means that
respondents disagree with that statement. The results depict that most of the buyer
doesn’t buy immediately after watching some stylish outfit as mean value is 2.56.
Therefore, it can be concluded that respondents are neutral regarding perceived
persuasion in this empirical investigation (mean = 3.19).
47
Table 4.10: Descriptive analysis for Perceived self-identification
Particulars N Minimu Maximu Mean Std.
m m Deviatio
n
I have physical similarities 221 1.00 5.00 3.19 1.21
with the fashion bloggers I
follow.
Fashion bloggers I follow 221 1.00 5.00 3.37 1.18
tend to have the same style
and passion I have.
Fashion bloggers have the 221 1.00 5.00 3.32 1.24
lifestyle I wish to have.
I follow fashion bloggers 221 1.00 5.00 3.25 1.25
that post great outfit
matching my budget and
standards
MPSI 221 1.00 5.00 3.28 0.95
Respondents are neutral with respect to blogger’s similarities in the relation of

passion and lifestyle. Therefore, respondents are neutral for perceived self -
identification (mean = 3.28).
Table 4.11: Descriptive analysis for Perceived inspiration

Particulars N Mini Maxi M Std.
mum mum ea Deviati
n on
Fashion bloggers inspire me to become 221 1.00 5.00 2.6 1.19
creative and create my own outfits. 4
I often check fashion bloggers before 221 1.00 5.00 2.8 1.22
shopping. 1
I find fashion bloggers dedicated to their 221 1.00 5.00 2.7 1.20
passion in an inspiring way. 5
Fashion bloggers inspire me to create 221 1.00 5.00 2.8 1.27

outfits with low budget. 8
MPI 221 1.00 5.00 2.7 0.96

7
48
The descriptive results for the perceived inspiration show that respondents
disagree with respect to blogger inspiration (mean = 2.64), getting know -how
from bloggers before buying (mean = 2.81), blogger dedication (mean = 2.75)
and inspiration for outfit (mean = 2.88). Therefore, respondents disagree with
respect to the perceived inspiration because its mean value is 2.77.
Table 4.12: Descriptive analysis for Perceived trust
Particulars N Mini Maxi Me Std.

mum mum an Deviat
ion
I trust Fashion bloggers because they teach 221 1.00 5.00 2. 1.19
how to be fashionable with no costs. 64
I trust fashion bloggers that I have been 221 1.00 5.00 2. 1.20
following for several years. 86
I tend to trust fashion bloggers with high 221 1.00 5.00 2. 1.20
numbers of followers. 75
I trust fashion bloggers recommendations 221 1.00 5.00 2. 1.27

more than celebrity adds. 88
MPT 221 1.00 5.00 2. 0.95

78
The respondents stated that they disagree for fashion bloggers approach to get
know-how about fashion without paying any cost (mean = 2.64). Similarly, they
disagree with respect to the fashion blogger’s trust (mean = 2.86). The tendency
of being high number follower is disagreed by the respondent (mean = 2.75).
Finally, respondents are disagreed for trusting over the blogger’s
recommendation when it has been compared with celebrity (mean = 2.88). Thus,
respondents disagree with perceived trust (mean = 2.78).
49
Table 4.13: Descriptive analysis for Time Pressure
Particulars N Mini Maxi Mea Std.

mum mum n Devi
ation
Fashion bloggers help me stay up to date 221 1.00 5.00 3.73 1.19
with the latest trends without wasting my
time.
Fashion bloggers save me time from reading 221 1.00 5.00 3.44 1.23
online reviews.
I often have recourse to fashion bloggers 221 1.00 5.00 3.17 1.21
when I have limited time choosing my
outfits.
Nowadays I have no time to follow fashion, 221 1.00 5.00 3.10 1.24
it is easy to copy fashion bloggers.
MTP 221 1.00 5.00 3.36 0.97
There is a mix of results with respect to time pressure when respondents are asked
for different questions. Respondents are above than neutral that they are fully
aware of fashion trends with the assistance of a fashion blogger (mean = 3.73).
Respondents show the neutral behavior that they could save time by following
the fashion blogger instead of looking at online reviews (mean = 3.44). Similarly,
they are neutral for fashion blogger resource (3.17) and copying the fashion
blogger (mean = 3.10). Therefore, respondents are slight above than neutral with
respect to time pressure (mean = 3.36)
50
Table 4.14: Descriptive analysis for Urge to Imitate
Particulars N Mini Maxi Me Std.

mum mum an Deviat
ion
I like to dress up the same way my 221 1.00 5.00 3.0 1.13
favorite fashion blogger does. 4
I follow fashion bloggers just because all 221 1.00 5.00 2.9 1.16
the people around me do and it's fun. 5
MUTI 221 1.00 5.00 3.0 1.03

0
The above table shows the descriptive statistics for the variable of the urge to
imitate. There are 221 observations with a minimum value of 1 and a maximum
value of 5. There is less deviation from each value against urge imitate. The
respondents are neutral with respect to dressing up (mean = 3.04). They are
disagreed for following the fashion blogger based on other people choose.
However, respondents are neutral with respect to urge to imitate because its mean
value is exactly 3. Thus, respondents are neutral only for perceived se lf-
identification and time pressure variables.
4.4 Normality Test
Normality test has been estimated in order to see whether the selected variables
are normally distributed or not. If the variables are normally distributed, then the
parametric test will be applied otherwise non-parametric test such as Mann
Whitney U test and Kruskal Wallis test. For this purpose, the researcher will use
the Kolmogorov-Smirnov and Shapiro-Wilk test in order to see the normality in
the selected variables. The test will indicate whether the variables are normally
distributed or not thereof decision will be made accordingly for further analysis.
However, its results are presented in the table as provided.
51
Table 4.15: Normality Test of the Variables
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
MPC 0.094 221 0.000 0.978 221 0.001
MPSI 0.119 221 0.000 0.966 221 0.000
MPI 0.094 221 0.000 0.970 221 0.000
MPT 0.094 221 0.000 0.971 221 0.000
MTP 0.104 221 0.000 0.961 221 0.000
MUTI 0.131 221 0.000 0.958 221 0.000
a. Lilliefors Significance Correction
The null hypothesis states that there is normality in the variable where alternative
null hypothesis states that there is no normality in the data. Therefore, the results
show that none of the variables has normality because the p-value is less than
0.05 which reject the null hypothesis and accept the alternative hypothesis. Thus,
the researcher will use the non-parametric test to see the relationship between the
selected variables.
persuasion towards customer decision making process in fashion industry.
Table 4.16: Mann-Whitney U test for Perceived Persuasion
Perceived Gender N Mean Sum of Z Sig.

Persuasion Rank Ranks
towards
customer
decision making Male 70 89.59 6271 -3.401 0.001

process
Female 151 120.93 18260
Total 221
The test explains whether male and female significantly differ in term of
perceived persuasion towards customer decision making process. The Z value is
52
-3.401 which is statistically significant (p value < 0.05). Therefore, there is
significant difference between male and female in term of perceived persuasion
towards decision making process in fashion industry.
self-identification towards customer decision making process in fashion industry.
Table 4.17: Mann-Whitney U test for Perceived Self-Identification
Perceived self- Gender N Mean Sum of Z Sig.

identification Rank Ranks
towards customer
decision making
process Male 70 85.49 5984.50 -4.055 0.000
Female 151 122.82 18546.50
Total 221
The table shows the Mann-Whitney U test result. The Z value is-4.055 and p-
value is 0.00 <0.05. It means that null hypothesis is rejected and there is
significant difference between male and female in term of perceived self -
identification towards customer decision making process in fashion industry.
inspiration towards customer decision making process in fashion industry.
Table 4.18: Mann-Whitney U test for Perceived Inspiration
Perceived Gender N Mean Sum of Z Sig.

inspiration Rank Ranks
towards
customer Male 70 98.47 6893.00 -1.992 0.046
decision making
process Female 151 116.81 17638.00
Total 221
Mann-Whitney U test has shown the result with respect to perceived inspiration.
The Z value is -1.992 and p-value is less than 0.046 which is still less than from
0.05 thereby accepting the alternative hypothesis. It means that there male and
53
female differs significantly towards customer decision making process in fashion
industry in turkey with respect to the perceived inspiration.
trust towards customer decision making process in fashion industry.
Table 4.19: Mann-Whitney U test for Perceived Trust
Perceived trust Gender N Mean Sum of Z Sig.

towards Rank Ranks
customer
Male 70 98.66 6906.50 -1.962 0.050
decision
making
Female 151 116.72 17624.50
process
Total 221
The table has shown the result of Mann-Whitney U test for the variable of
perceived trust. The value of Z is -1.962 and p-value is 0.050. Though, it is not
less than from 0.05 but equal to it. It can be concluded that it is significant at 10%
explicitly but still we can say that it is significant at 5% because p-value is not
greater than 0.05 which reject alternative hypothesis. Therefore, there is
significant difference between male and female in term of perceived trust towards
customer decision making process.
Ha5 : There is significant difference between male and female in term of time
pressure towards customer decision making process in fashion industry.
54
Table 4.20: Mann-Whitney U test for Time Pressure
Time pressure Gender N Mean Sum of Z Sig.

towards Rank Ranks
customer
Male 70 89.19 6243.00 -3.472 0.001
decision
making process Female 151 121.11 18288.00
Total 221
The table shows the Mann-Whitney U test result for the variable of time pressure.
The Z value is -3.472 and p-value is 0.001. The p-value indicates that it is less
than from 0.05 which depict the significant difference in term of time pressure. It
means that male and female has difference which is statistically significant in
term of time pressure for customer decision making process.
Ha6: There is significant difference between male and female in term of urge to
imitate towards customer decision making process in fashion industry.
Table 4.21: Mann-Whitney U test for urge to imitate
Urge to Gender N Mean Sum of Ranks Z Sig.

imitate Rank
towards
Male 70 105.03 7352.00 -0.958 0.338
customer Female 151 113.77 17179.00

decision
Total 221
making
process
Mann-Whitney U test has been conducted to see the difference between male and
female. The Z value is -0.958 and p-value is 0.338 which is greater than 0.05.
Thus, it rejects the hypothesis and accept the null hypothesis that there is no
significant difference between male and female in term of urge to imitate for
55
Hb1: Perceived persuasion differs in term of age level towards customer decision
Table 4.22: Kruskal-Wallis test of perceived persuasion in term of age
Perceived Age N Mean Rank Chi-Square Sig.

Persuasion towards
17 – 23 36 132.61 11.914 0.003
customer decision
making process 24 – 30 137 114.12
30 – Or 48 85.90
Above
Total 221
The Kruskal-Wallis test is non-parametric test which will be applied in such a

situation when variable is not normally distributed. This method helps to compare
the mean of value continuous variable with categorical variable having more than
two groups. The Chi-square value is 11.914 which is statistically significant (p-
value is 0.003 <0.05). It shows that perceived persuasion statistically significantly
differs in term of age level while making the customer decision process in fashion
industry. The mean rank column shows that which group has highest rank as
compare to other groups. The age between 17-23 has a highest rank, thereafter
24-30. However, respondents fall in the category of 30 – or Above has lowest
rank with respect to perceived persuasion.
Hb2: Perceived self-identification differs in term of age level towards customer

56
Table 4.23: Kruskal-Wallis test of perceived self-identification in term of age
Perceived self- Age N Mean Rank Chi- Sig.

identification Square
towards customer
17 - 23 36 137.22 13.312 0.001
decision making
process
24 – 30 137 112.69
30 – Or 48 86.50
Above
Total 221
The Chi-square value is 13.312 and p-value is 0.001 which means significant
difference for perceived self-identification for customer decision making process.
Hb3: Perceived inspiration differs in term of age level towards customer decision
Table 4.24: Kruskal-Wallis test of perceived inspiration in term of age
Perceived inspiration Age N Mean Rank Chi-Square Sig.

towards customer
17 - 23 36 132.56 6.948 0.031
decision making process
24 – 30 137 110.74
30 – Or 48 95.58
Above
Total 221
57
The Chi-square value is 6.948 and p-value is 0.031 which means that perceived
inspiration differs in term of age towards customer decision making process.
Hb4: Perceived trust differs in term of age level towards customer decision making
Table 4.25: Kruskal-Wallis test of perceived trust in term of age
Age N Mean Chi- Sig.

Rank Square
Perceived trust 17 - 23 36 131.69 7.627 0.022

towards customer
24 – 30 137 111.83
decision making
process 30 – Or 48 93.10
Above
Total 221
The Chi-square value is 7.627 and p-value is 0.022 which means that perceived
trust differs in term of age towards customer decision making process.
Hb5: Time pressure differs in term of age level towards customer decision making
Table 4.26: Kruskal-Wallis test of time pressure in term of age
Age N Mean Chi- Sig.

Rank Square
Time pressure 17 – 23 36 125.71 2.614 0.271

towards customer
decision making
24 – 30 137 109.69
process
30 – Or 48 103.72
Above
Total 221
58
The above table shows the result of Kruskal-Wallis test in term of time pressure
while making the customer decision process in fashion industry. The Chi -square
value is 2.614 and p-value is 0.271 which is greater than from 0.05 which means
that time pressure does not differ in term of age towards customer decision
making process. Thus, it rejects the alternative hypothesis and accept the null
hypothesis.
Hb6: Urge to imitate differs in term of age level towards customer decision making
Table 4.27: Kruskal-Wallis test of Urge to imitate in term of age
Age N Mean Rank Chi- Sig.

Square
Urge to imitate 17 – 23 36 127.57 6.126 0.047

towards customer
decision making 24 – 30 137 112.66
process
30 – Or Above 48 93.84
Total 221
The Kruskal-Wallis test shown that Chi-square value is 7.627 and p-value is 0.022
which is less than from 0.05 (p-value<0.05). It means that there is statistically
significant difference in Urge to imitate in term of age towards customer decision
making process in fashion industry in turkey.
Hc1: Perceived persuasion differs in term of education level towards customer

59
Table 4.28: Kruskal-Wallis test of perceived persuasion in term of education
level
Educational N Mean Chi- Sig.
Level Rank Square
Perceived Undergraduate 24 150.13 15.559 0.001

Persuasion Graduate 64 119.05
towards customer
Master 115 102.81
decision making
process Doctorate 18 82.53
Total 221
The results of Kruskal-Wallis have been shown in the above table where Chi-
square value is 15.559 and p-value is 0.001. The p-value is less than from 0.05
which means there is significant difference in term of perceived self-
identification towards customer decision making process with respect to
education level. Therefore, it accepts the alternative hypothesis and reject the null
hypothesis.
Hc2: Perceived self-identification differs in term of education level towards

Table 4.29: Kruskal-Wallis test of perceived self-identification for education

level
Level Rank Square
Perceived self- Undergraduate 24 147.63 10.518 0.015

identification Graduate 64 113.95
towards customer
Master 115 104.21
decision making
process Doctorate 18 95.06
Total 221
60
Kruskal-Wallis test has been conducted to compare the mean value with respect
to education level. The Chi-square value is 10.518 and p-value is 0.015. The value
of p is 0.015 <0.05 which shows the significant level. It means that there is
significant difference in term of perceived self-identification towards customer
decision making process with respect to education level in fashion industry.
Hc3: Perceived inspiration differs in term of education level towards customer

Table 4.30: Kruskal-Wallis test of perceived inspiration in term of education

level

Level Rank Square
Perceived Undergraduate 24 142.17 12.408 0.006

inspiration towards
customer decision Graduate 64 121.98
making process
Master 115 102.10
Doctorate 18 87.28
Total 221
The results of Kruskal-Wallis have been shown in the above table where Chi-
square value is 12.408 and p-value is 0.006. The p-value is less than from 0.05
which means significant difference in term of perceived inspiration towards
customer decision making process with respect to education level. Therefore, it
accepts the alternative hypothesis and reject the null hypothesis that there is no
significant difference of perceived inspiration in term of education level for
Hc4: Perceived trust differs in term of education level towards customer decision
61
Table 4.31: Kruskal-Wallis test of perceived trust in term of education level
Educational N Mean Chi-Square Sig.

Level Rank
Perceived trust Undergraduate 24 142.94 14.322 0.002

towards customer
Graduate 64 122.91
decision making
process Master 115 102.35
Doctorate 18 81.33
Total 221
Kruskal-Wallis test has been conducted to compare the mean value with respect
to education level. The value of Chi-square 14.322 and its p-value is 0.002. The
value of p is 0.002 <0.05 which shows the significant level. It means that there is
significant difference in term of perceived trust towards customer decision
making process with respect to education level in fashion industry.
Hc5: Time pressure differs in term of education level towards customer decision
Table 4.32: Kruskal-Wallis test of time pressure in term of education level

Educational Level N Mean Chi- Sig.
Rank Square
Time pressure Undergraduate 24 142.77 7.901 0.048

towards customer Graduate 64 109.98
decision making
Master 115 107.93
process
Doctorate 18 91.89
Total 221
The above table shows the result of Kruskal-Wallis test in term of time pressure
while making the customer decision process in fashion industry. The Chi -square
62
value is 7.901 and p-value is 0.048 which is less than from 0.05 which means that
time pressure differs in term of education level towards customer decision making
process.
Hc6: Urge to imitate differs in term of education level towards customer decision
Table 4.33: Kruskal-Wallis test of urge to imitate in term of education level
Educational N Mean Rank Chi- Sig.

Level Square
Urge to imitate Undergraduate 24 109.75 2.224 0.527

towards customer
decision making Graduate 64 109.84
process
Master 115 108.59
Doctorate 18 132.17
Total 221
Kruskal-Wallis test has been directed to compare the mean value with respect to
education level. The value of Chi-square 2.224 and its p-value is 0.527. The value
of p is 0.527>0.05 which shows the insignificant level. It means that there is no
significant difference in term of perceived trust towards customer decision
making process with respect to education level in fashion industry. Therefore, it
rejects the alternative hypothesis and accepts the null hypothesis that no
difference exists in term of education level with respect to urge to imitate for
63
Table 4.34: Hypotheses status
Hypothesis Status
Ha1: There is a significant difference between male and female in Accepted
term of perceived persuasion towards customer decision-making
process in the fashion industry.
term of perceived self-identification towards customer decision-
making the process in the fashion industry.
term of perceived inspiration towards the customer decision-
making process in the fashion industry.
term of perceived trust towards the customer decision-making
term of time pressure towards the customer decision-making
Ha6: There is a significant difference between male and female in Rejected
term of the urge to imitate towards customer decision-making
Hb1: Perceived persuasion differs in term of age level towards the Accepted
Hb2: Perceived self-identification differs in term of age level Accepted
towards the customer decision-making process in the fashion
industry.
Hb3: Perceived inspiration differs in term of age level towards the Accepted
Hb4: Perceived trust differs in term of age level towards the Accepted
Hb5: Time pressure differs in term of age level towards the customer Rejected
Hb6: Urge to imitate differs in term of age level towards the Accepted
Hc1: Perceived persuasion differs in term of education level towards Accepted
Hc2: Perceived self-identification differs in term of education level Accepted
towards the customer decision-making process in the fashion
industry.
Hc3: Perceived inspiration differs in term of education level towards Accepted
Hc4: Perceived trust differs in term of education level towards the Accepted
Hc5: Time pressure differs in term of education level towards the Accepted
Hc6: Urge to imitate differs in term of education level towards the Rejected
64
5. DISCUSSION AND CONCLUSION
5.1 Introduction of Chapter
This chapter will cover the discussion of results for this empirical investigation
along with implication. It will also present the practical implication for the study
along with some limitations.
5.2 Results Discussion
The total number of respondents is 221 in this study. The proportion of the male
is 31.7 percent while female accounted for 68.3 percent. The frequency of
respondent between the age of 17 – 23 is 36 with 16.3 percent weight. Likewise,
the frequency for the age level of 24 – 30 is 137 with a weight of 62 percent.
Finally, 30 – Or Above has a frequency of 48 with a weight of 21.7 percent. The
frequency of respondent’s undergraduate is 24 with 10.9 percent weight.
Likewise, the frequency for the respondent’s education level for the graduate is
64 with a weight of 29 percent. Similarly, respondent’s having master’s degree is
represented with a frequency of 115 with 52 percent. Finally, Respondent’s
holding a Doctorate’s degree has a frequency of 18 with a weight of 8.1 percent.
The respondents use social media with 99.1 percent weight and 2 respondents
said that they don’t use the social media which accounted for only 0.9 percent.
The frequency is 60 for the respondents who spend their time on social media is
less than 30min with 27.1 percent. The frequency for 1 Hour to 2 Hours spending
is 89 with a weight of 40.3 percent. The frequency for the respondents who follow
the media influencers is 197 which accounts for 89.1 percent. The respondents
who follow Facebook has a frequency level of 19 with 8.1 percent weight.
Instagram has a frequency level of 152 with 68.8 percent weight.
All the variables are reliable as confirmed by Cronbach’s alpha value. The results
show that none of the variables has normality because the p-value is less than
0.05 which reject the null hypothesis and accept the alternative hypothesis. The
65
results show that there is a significant difference between male and female in term
of perceived persuasion towards the decision-making process in the fashion
industry. Similarly, there is a significant difference between male and female in
term of perceived self-identification towards customer decision-making process
in the fashion industry. Likewise, their male and female differ significantly
towards the customer decision-making process in the fashion industry in Turkey
with respect to the perceived inspiration. Furthermore, there is a significant
difference between male and female in term of perceived trust towards the
customer decision-making process. However, male and female have a difference
which is statistically significant in term of time pressure for the customer
decision-making process. There is no significant difference between male and
female in term of an urge to imitate for the customer decision-making process in
decision process in the fashion industry. Further, a significant difference in term
of perceived self-identification towards the customer decision-making process.
Likewise, perceived inspiration differs in term of age towards the customer
decision-making process.
The perceived trust also differs in term of age towards the customer decision -
making process. However, time pressure does not differ in term of age towards
the customer decision-making process. Furthermore, a statistically significant
process in the fashion industry in turkey. Moreover, there is a s ignificant
difference in term of perceived self-identification towards customer decision-
making process with respect to education level. A significant difference in term
of perceived self-identification towards customer decision-making process with
respect to education level in the fashion industry also found. It is also found that
there is a significant difference in term of perceived trust towards the customer
decision-making process with respect to education level in the fashion industry.
Furthermore, time pressure differs in term of education level towards the
customer decision-making process in the fashion industry. Finally, no difference
exists in term of education level with respect to urge to imitate for the customer
66
5.3 Implication
• The study has been conducted on turkey fashion industry thereof will be
useful for the management and board of directors for developing the
organizational policies and procedures that will be fruitful for the firm.
• The management can use the finding to identify the weak areas in their
own action plan and conduct the SWOT analysis for providing better
products and services which fulfill the customer requirements.
• Investors can also use this empirical research as basic information for
analyzing the fashion industry performance.
• The scholars who are interested to pursue a similar finding can use this
empirical investigation as a basis for their research.
• This empirical investigation will contribute to the literature of the fashion

industry from the perspective of turkey by analyzing the social media
factors that affect the consumer decision-making process.
5.4 Limitations and Future Directions
• The empirical investigation has been conducted by taking the sample from
a resident of turkey thereby any change in the sample and sample size may
give different results.
• The approach that has been used to collect the data was an online
questionnaire, thereof any variation in the data collection might give a
different outcome.
• The study uses the Mann-Whitney and Kruskal-Wallis test to compare the
mean difference thereof any variation in the methodology might give
different results.
• The study uses the perceived persuasion, self-identification, inspiration,

trust, time pressure and urges to imitate thereby variation in variables
might give different results.
67
• The results provide a picture of the general fashion industry and its
consumer decision-making process thereof it cannot be applied to another
sector for devising the action plan.
• The empirical investigation can be extended to other sectors as well which

will provide insight into the company’s management about the factors that
might affect the consumer decision-making process.
• The scholars can also introduce some other factors which might affect the
consumer decision-making process.
• The study can be extended to the other region thereof would be useful for
the company’s management for a better understanding of the consumer
decision-making process with respect to the fashion industry.
• Finally, the study can be extended up to two more sectors for making the
comparative analysis and identifying the unique and common factors
which can be properly managed.
5.5 Conclusion
Social media is becoming an important tool for communicating the information

from one end to another end. The company uses social media to promote their
products and services based on consumer profile and choice. Thereof, there are
many social media factors that affect on the consumer decision-making process
in turkey in the fashion industry. The study has been conducted by taking
evidence from turkey. Following variables are analyzed such as perceived
persuasion, perceived self-identification, perceived trust, time pressure, urge to
imitate against the gender, age level, and education level. For this purpose, the
researcher employed the Mann Whitney U test and Kruskal-Wallis test to
compare the mean value for the respective variables to see the difference. The
results show that there is a significant difference between male and female in term
of perceived persuasion towards the decision-making process in the fashion
industry. Similarly, there is a significant difference between male and female in
term of perceived self-identification towards customer decision-making process
in the fashion industry. Likewise, their male and female differ significantly
towards the customer decision-making process in the fashion industry in Turkey
68
with respect to the perceived inspiration. Furthermore, there is a significant
difference between male and female in term of perceived trust towards the
customer decision-making process. However, male and female have a difference
which is statistically significant in term of time pressure for the customer
decision-making process. There is no significant difference between male and
female in term of the urge to imitate for the customer decision-making process in
decision process in the fashion industry. Further, a significant difference in term
of perceived self-identification towards the customer decision-making process.
Likewise, perceived inspiration differs in term of age towards the customer
decision-making process.
The perceived trust also differs in term of age towards the customer decision -
making process. However, time pressure does not differ in term of age towards
the customer decision-making process. Furthermore, a statistically significant
process in the fashion industry in turkey. Moreover, there is a significant
difference in term of perceived self-identification towards customer decision-
making process with respect to education level.
A significant difference in term of perceived self-identification towards customer

decision-making process with respect to education level in the fashion ind ustry
also found. It is also found that there is a significant difference in term of
perceived trust towards the customer decision-making process with respect to
education level in the fashion industry. Furthermore, time pressure differs in term
of education level towards the customer decision-making process in the fashion
industry. Finally, no difference exists in term of education level with respect to
urge to imitate for the customer decision-making process in the fashion industry.
69
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74
APPENDICES
APPENDIX A : Survey Questionnaire in English

APPENDIX B : Questionnaire Ethical Approval Form
75
APPENDIX A: Survey Questionnaire in English
1. Gender
o Male
o Female
2. Age
o 17 -23
o 24 – 30
o 30- Or above
3. Educational Level
o Undergradute
o Gradute
o Master
o Doctorate
4. Do you use social media?
o Yes
o No
5. What is your average daily time on Social Media?
o Less than 30 minutes

o 1 Hour to 2 Hours
o 2 Hours to 4 Hours
o More than 4 Hours
6. Do you follow Social Media influencers?
o Yes
o No
7. On which social media you follow influencers?
o Instagram
o Facebook
o YouTube
o Pinterest
o Twitter
o Other
76
PERCEIVED PERSUASION
8. I buy immediately after I see my favorite blogger wearing a stylish

outfit that I like
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
9. I am convinced when my favorite bloggers recommend a product,

I’m interest in
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
10. Bloggers are experts in their field
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
11. It is more convincing when I see a blogger criticizing honesty a

product
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
77
PERCEIVED SELF-IDENTIFICATION
12. I have physical similarities with fashion bloggers I follow
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
13. Fashion bloggers I follow tend to have same style and passion I
have
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
14. Fashion bloggers have the lifestyle I wish to have
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
15. I follow fashion bloggers that post great outfit matching my

budget and standards
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
78
PERCEIVED INSPIRATION
16. Fashion bloggers inspire me to become creative and create my

own outfits
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
17. I often check fashion bloggers before shopping
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
18. I find fashion bloggers dedicated to their passion in an inspiring

way
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
19. Fashion bloggers inspire me to create outfits with low budget
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
79
PERCEIVED TRUST
20. I trust Fashion bloggers because they teach how to be fashionable

with no costs
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
21. I trust fashion bloggers that I have been following for several
years
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
22. I tend to trust fashion bloggers with high numbers of followers
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
23. I trust fashion bloggers recommendations more than celebrity adds
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
80
TIME PRESSURE
24. Fashion bloggers help me stay Up To Date with latest trends

without wasting my time
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
25. Fashion bloggers save me time from reading online reviews
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
26. I often have recourse to fashion bloggers when I have limited time
choosing my outfits
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
27. Nowadays I have no time to follow fashion, it is easy to copy

fashion bloggers
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
81
URGE TO IMITATE
28. I like to dress up same way my favorite fashion blogger does
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
29. I follow fashion bloggers just because all people around me does
and its fun
o Strongly Agree
o Agree
o Neutral
o Strongly Disagree
o Disagree
82
APPENDIX B: Questionnaire Ethical Approval Form
83
RESUME
Ibtissam El Yousfi
Zincirlidere Cad. No: 84 Demircioglu apartmani Esentepe ⚫ Istanbul ⚫ Phone:

05538089478
⚫ elyousfi.ibtissam@gmail.com
• Nationality: Moroccan
Professional Experience
• International Sales Representative at Novodent SA (22-01-2019)

o Responsible for the management of sales and relationships with
customer,
o Maintaining the company's existing relationships with a client or
group of clients,
o Serving as the interface between the customer service and the
sales team in a company,
o Creating long term relationships with the portfolio of assigned
clients,
o Understanding the customer's demands, planning how to meet
these demands, and generating sales for the company as a result,
o Providing the company with specific information regarding daily
operations and keep the Client updated,
o Interacting and coordinating with the sales team and other staff
members in other departments,
o Meeting with time deadlines.
o Assisting in operational daily activities at the company.
• Account Manager at Fortrade (01-12-17 – 30- 06-18) This job
consisted on providing customers from all over the world with daily market
analysis and market opportunities about the financial market such as USD
movements and political and economic calendars effecting the market
every day.
o Explaining technical aspects of the market movement, charts movements regarding

the instrument prices.
o Follow up with customers to make their first deposit with the best conditions and
guidance.
o dealing with customers privacy and making sure all their documents are transferred
to the back office in order to approve their real accounts.
o giving daily market predictions provided by research department including
instruments prices and pips.
84
• Campaign Coordinator at ETORO (20-04-2016/30-042016)
Responsible for the Arabic, French and English campaigns. Participation
with the team in the development of company marketing strategy.
• Customer Advisor at WEBHELP (15-12-2014/08-092016) Dealing with

clients and supporting the sales team. Following up with the Director to
get the feedback about the center performance. Controlling and
monitoring the operations and the business cycle.
• Internship in the People's Bank Rabat Agdal Morocco (15-04-2014/15-

06-2014) Taking care of the bank’s portfolio, processing emails and
receiving their documents, distributing checks and blue cards, receiving
checks and deposits, Cash Checks.
Skills
⚫ Marketing Strategies & Campaigns ⚫ Development of Training Materials
⚫ Corporate Communications ⚫ Sales Support
⚫ Creative Team Leadership ⚫ Merchandising
⚫ Sale technics ⚫ Customer relationship
management
Education
- 2016 2019 - MBA “Master Business Administration” in English. Istanbul
Aydin.
university. -Rabat- Morocco
- 2011 2013 - specialized technician in business management at Higher
Institute of Applied Genies. – Rabat - Morocco
- 2007 2011 - Highschool diploma (Economic sciences) Ibn Alkhatib. -Rabat -
Morocco
Technology
Software: MS Office (Word, Access, Excel, PowerPoint)
Languages
Arabic: Fluent English: Fluent French: Fluent Turkish:
Intermediate
85

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T.C.

ISTANBUL AYDIN UNIVERSITY

THE EFFECTS OF SOCIAL MEDIA INFLUENCERS ON CONSUMER

Thesis Advisor: Assoc. Prof. Dr. ILKAY KARADUMAN

THE EFFECTS OF SOCIAL MEDIA INFLUENCERS ON CONSUMER

Thesis Advisor: Assoc. Prof. Dr. ILKAY KARADUMAN

June ,2019 Ibtissam ELYOUSFI

MPP : Mean of Perceived Persuasion

Table 4.1 : Respondent’s gender status .................................................................... 42

Keywords: Social media marketing, Influencers, Customer decision making, the

Anahtar Kelimeler: Sosyal medya pazarlaması, Etkileyenler, Müşteri karar verme

1.2 Problem Statement

Nowadays, social media plays a significant role in the customer decision-making

1.3 Study Objective

1.3.1 General objective

• To ascertain the significant difference between male and female in term of

1.4 Research Questions

2.2 Web 2.0

2.2.1 Web 0.2 definition

2.2.2 Revolution of web 2.0

2.2.3 Advantages of web 2.0

These are the advantages taken from (UKEssays, 2018).

• Acceleration: It does affect positively the speed of application

• Low-cost advertisement: Using old fashioned advertising tool through

• Great use of publicizing things: combining social media and networks,

• High User Interaction: Le Web 2.0 provides excellent interaction, offering

• Variety is problem solutions: Web 2.0 provides a huge large platform

• Variety is problem solutions: Web 2.0 provides a huge large platform

2.2.4 Disadvantages of web 2.0

According to (Garcia, n.d.). Social media is not limited to sharing contents, it is

According to (Kamili-agency.puzl, 2008), here are the numbers of some social

• Instagram: 700 million

• Tumblr: 555 million

• Twitter: 330 million

• Snapchat: 166 million (per day)

• Pinterest: 150 million

• LinkedIn: 106 million

The fashion industry is no exception, it is one of the most affected industry

2.3.2 Social media indispensable in business marketing

• The messages broadcast are aimed at a larger audience, with almost

• Social networks are a place of communication apart, another type of

• They allow prospecting and acquisition of new clients.

• The commercial prospection certainly found on Facebook, LinkedIn, and

• Businesses benefit from a powerful and targeted soliciting tool.

• A new sales area for products and services.

• Optimized Public Relations.

• • Social networks go beyond geographic boundaries and offer a public that

• Restricted costs: Finally, a benefit and not least, no communication

2.3.3 Social media influencers

According to (Bour, L. 2017) An influencer refers to anyone who has a reputation

According to In an ever more connected world, it seems difficult to escape the

• Increased brand visibility Scope: Social media can erase geographic

• Branding: Companies need to take advantage of networks to create a

• Distribution channel of contents and news of the company: (Traffic to the

• Customer loyalty and contact with potential customers: Loyalty:

• Sharing content: (Quality Content): Sharing is fashionable. Creating a

• Critical Management and Suggestions: Criticism or management of a

• Social networks offer the opportunity to analyze the competition

2.3.5 Social media disadvantages

2.4 Fashion Industry Bloggers

A blogger according to (Alexander, 2018), is mainly a person who is known for

Within the blogosphere, there is a category of bloggers who can be considered

2.4.1 Bloggers influence marketing strategies

Consumers expectations have evolved. Under the influence of social networks,