- Yönetim Bilimleri Dergisi
- Cilt: 21 Sayı: Cumhuriyetin 100. Yılı Özel Sayısı
- MEDIATING ROLE OF CONSUMER PURCHASE INTENTION ON THE RELATIONSHIP BETWEEN INFLUENCER’S PERCEIVED CHA...
MEDIATING ROLE OF CONSUMER PURCHASE INTENTION ON THE RELATIONSHIP BETWEEN INFLUENCER’S PERCEIVED CHARACTERISTICS AND CONSUMER PURCHASE BEHAVIOR
Authors : Mert Inal, Erkan Bil
Pages : 807-834
Doi:10.35408/comuybd.1359816
View : 120 | Download : 245
Publication Date : 2023-10-18
Article Type : Research
Abstract :This paper aims to explore the mediating role of purchase intention in the relationship between two selected characteristics of influencers and purchase behavior in the context of influencer marketing. In addition, the aim of this paper to examine these selected characteristics’ (trust and similarity, as defined by Parasocial Interaction Theory and Planned Behavior Theory) impact on both purchase intention and purchase behavior. The main population of this paper comprises social media users who actively use social media platforms and follow at least one influencer. Descriptive statistical analysis was performed in IBM SPSS 20 program, and confirmatory factor analysis and structural equation modeling analysis were performed using the SmartPLS 4 package program. The results showed that purchase intention has a mediating effect on the purchase behavior\'s relationships between trust and similarity. In addition, it was revealed that trust and similarity have positive and significant effects on purchase intention and purchase behavior. The main contribution of that paper to the literature is not only to reveal the mediating role of purchase intention in the purchase behavior’s relationship between trust and similarity but also to show the effects of trust and similarity on purchase intention and to determine the effects of these variables on purchase behavior in the context of influencer marketing.Keywords : Influencer Pazarlama, Sosyal Medya, Satın Alma Niyeti, Satın Alma Davranışı, Aracılık Etkisi