Sosyal medya etkileyicilerinin ve çevrimiçi pazarlamanın Filistin'in Batı Şeria'nın kuzeyindeki tüketici alışveriş davranışı üzerindeki etkisi

The main aim of this study is to investigate the impact of social media influencers and online marketing on consumer purchasing behavior in the northern part of the West Bank in Palestine. Social media influencers have been important individuals for shaping consumer preferences and purchasing decisions, given the wide increase of digital platforms use as TikTok, Facebook, YouTube and many among others. They also understand the consumer-behavior shaping dynamics, which are necessary for businesses. This study mainly focused on acknowledging the factors for consumer engagement with the content of online marketing, the role of social media influencers in shaping trust of brands, as well as the influence of their reviews and recommendations on the decision of purchasing. This study has applied the quantitative approach, where the study tool was the questionnaire for the collection of quantitative data from West Bank participants. The study sample consists of "384" respondents. The SPSS program was also used in this study for the data analysis, using regression, correlation analysis, in addition to descriptive statistics. The main findings revealed that there is an impact of online marketing and social media influencers on consumer purchasing decisions. The findings related to the correlation analysis revealed that most closely related to consumer behavior are "customer loyalty" and "influencer credibility", while the credibility is being the most powerful factor in this regard. Conversely, it was found that there is no significant effect of the attractiveness of influencers, and it was also concluded that there is a clear role of the clear communication in shaping and maintaining between brands and their target audience.