Determining the mediating role of attitudes towards marketing activities of social media phenomenons in the effect of brand trust on real estate price perceptions

This study investigates the effect of brand trust on consumers' price perceptions in the real estate sector and the mediating role of social media influencers' attitudes towards marketing activities in this process. Today, digitalization and the widespread use of social media have created new dynamics affecting consumers' purchasing decisions. Social media influencers have become an important tool that directly affects consumers' emotional ties with brands and their perception of trust. In the study, the relationships between consumers' attitudes towards social media influencers, brand trust and price perceptions were examined with quantitative methods. As a result of the findings, it is aimed to determine how social media influencers' marketing activities shape price perceptions by increasing the effect of consumers' brand trust on consumers' brand trust. In order to determine the brand and social media influencer status of consumers who transact in the real estate sector in the determined province of Istanbul within the scope of the study, data were collected by applying surveys prepared via Google Form. The obtained data were analyzed with the SPSS statistical program. Our hypotheses determined after the Anova and t tests were analyzed. As a result of these analyzes, important results were reached on the strategic role of social media influencers in the real estate sector and the effectiveness of marketing activities. The study provides a guiding perspective for businesses in the sector in the field of social media marketing and brand management.