Proof before promise: How could a Hungarian automotive influencer maximize the value add to his audience with respect to used car purchases?

Keszler Márton (2025) Proof before promise: How could a Hungarian automotive influencer maximize the value add to his audience with respect to used car purchases? ['eprint_fieldopt_faculty_mük' not defined].

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Absztrakt (kivonat)

This thesis investigates how a Hungarian automotive influencer can maximize value creation for audiences engaged in the used-car purchase process. Building on literature covering influencer marketing, the used-car customer journey, segmentation, content value, and socio-economic moderators, the study develops an integrated framework that links content usefulness, authenticity, trust, engagement, and risk reduction to consumer behavior. A quantitative online survey of 153 respondents was conducted to measure perceived value, behavioral patterns, and decision-related pain points across different journey stages. Using standardized indices and K-Means clustering, two actionable audience segments were identified:Action-Oriented Evaluators, who actively rely on structured evidence, andRisk-Cautious Explorers, who require simplified guidance and small early wins. The analysis demonstrates that influencer content is most effective when it reduces uncertainty through credible, functional, and interactive formats, and when tailored to segment-specific needs. The study concludes with strategic content recommendations—including structured verification guides, live Q&A formats, platform-specific adaptations, and evidence-first messaging—and highlights the central design principle of“proof before promise”as the foundation for value creation in this high-risk decision context.

Intézmény

Budapesti Gazdasági Egyetem

Kar

['eprint_fieldopt_faculty_mük' not defined]

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Content Creator, Customer Journey, Social media, Used Car, Value Creation
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:48
Utolsó módosítás:	2026. Júl. 09. 11:48

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