Influencer marketing increases brand awareness by generating appropriate content to attract the attention of consumers in a virtual environment in accordance with the brand texture. This chapter explores research to determine ...

It is important for marketers to understand the individuals' buying decisions in a competitive environment. The concept of decision making style is one of the key determinants of consumers' behavioral patterns. This study ...

In this paper, we try to determine whether loyalty cards issued by stores have an impact on customer loyalty and how loyalty cards compare with other factors companies can use to increase loyalty in general. Based on the ...