000			02429nam a22002657a 4500
003			KOHA
005			20250108103340.0
008			240927d2024 cy d|||| |||| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 3475 _bH36 2024
100	1		_aHamada, Abdelmalek
245	1	4	_aTHE ROLE OF SOCIAL MEDIA INFLUENCERS IN BRAND SUCCESS, CUSTOMER ENGAGEMENT, AND LOYALTY / _cABDELMALEK HAMADA ; SUPERVISOR, ASSOC. PROF. DR. DAMLA KARAGÖZLÜ
264			_c2024
300			_a52 sheets ; _c30 cm _e+1 CD ROM
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Management Information Systems
520			_aThis study investigates the role of social media influencers (SMIs) in affecting brand success, customer loyalty, and engagement. Using a quantitative methodology, data was collected through online questionnaire and analyzed through SmartPLS. The results highlight the remarkable impact of influencer relationships on brand outcomes. Design Quality (DQ) was found to have a strong influence on Relationship with Social Media Influencers (RSMI), which in the same time strongly affects trust and brand success. Path coefficients show a strong direct effect of RSMI on brand and social media influencer success (B&SMI) with a coefficient of 0.798. Furthermore, indirect effects such as DQ -> RSMI -> B&SMI (0.459) further highlight the mediated pathways through which influencers commit to the brand selling performance. Construct reliability and validity results confirm the resilience of the model, with high values across Cronbach's alpha, composite reliability, and average variance extracted (AVE). The research suggests that brands should focus on high-quality content creation and strategic influencer partnerships to strengthen trust and customer loyalty. Future research is suggested to explore differences across different platforms and demographic segments to adapt to the dynamic digital marketing landscape. These points provide valuable guidance for customers aiming to strengthen the power of social media influencers effectively.
650		0	_aManagement Information Systems _vDissertations, Academic
700	1		_aKaragözlü, Damla _esupervısor
942			_2ddc _cTS
999			_c292971 _d292971