The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram

Umut KEMEÇ, (Afyon Kocatepe Üniversitesi, Sosyal Bilimler Enstitüsü)
Hale Fulya YÜKSEL (Afyon Kocatepe Üniversitesi, İktisadi ve İdari Bilimler Fakültesi)
Tüketici ve Tüketim Araştırmaları Dergisi
26 3
Yıl: 2021 Cilt: 13 Sayı: 1 Sayfa Aralığı: 159 - 193 Metin Dili: İngilizce İndeks Tarihi: 25-06-2022

The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram

Öz:
Instagram is a social media platform which includes many influencer accounts that can affect the purchasing decisions of others. This study investigated the effect of influencer credibility on brand trust and purchase intention and the mediating role of brand trust between influencer credibility and purchase intention. Also, the difference in purchase intention according to the product category promoted by the influencer was examined. A structural equation model was tested using data from 408 participants. The results revealed a significant and positive effect of influencers’ credibility on brand trust and purchase intention. Moreover, the mediation role of brand trust was confirmed. Lastly, it was determined that purchase intention changed according to product categories.
Anahtar Kelime:

Etkileyici Kişi Güvenilirliği, Marka Güveni ve Satın Alma Niyeti Arasındaki İlişki: Instagram Örneği

Öz:
Instagram, başkalarının satın alma kararlarını etkileyebilen birçok etkileyici kişi (influencer) hesabını barındıran bir sosyal medya platformudur. Bu çalışma, etkileyici kişilerin güvenilirliğinin marka güveni ve satın alma niyeti üzerindeki etkisi ile marka güveninin etkileyici kişi güvenilirliğiyle satın alma niyeti arasındaki aracılık rolünü araştırmıştır. Ayrıca, etkileyici kişi tarafından tanıtımı yapılan ürün kategorisine göre satın alma niyetindeki farklılık incelenmiştir. 408 katılımcının verisi ile yapısal eşitlik modeli test edilmiştir. Sonuçlar etkileyici kişi güvenilirliğinin marka güveni ve satın alma niyeti üzerinde anlamlı ve pozitif bir etkisi olduğunu göstermiştir. Ayrıca, marka güveninin aracılık etkisi de doğrulanmıştır. Son olarak, ürün kategorisine göre satın alma niyetinin değiştiği tespit edilmiştir
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA KEMEC U, YÜKSEL H (2021). The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram. , 159 - 193.
Chicago KEMEC Umut,YÜKSEL HALE FULYA The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram. (2021): 159 - 193.
MLA KEMEC Umut,YÜKSEL HALE FULYA The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram. , 2021, ss.159 - 193.
AMA KEMEC U,YÜKSEL H The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram. . 2021; 159 - 193.
Vancouver KEMEC U,YÜKSEL H The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram. . 2021; 159 - 193.
IEEE KEMEC U,YÜKSEL H "The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram." , ss.159 - 193, 2021.
ISNAD KEMEC, Umut - YÜKSEL, HALE FULYA. "The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram". (2021), 159-193.
APA KEMEC U, YÜKSEL H (2021). The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram. Tüketici ve Tüketim Araştırmaları Dergisi, 13(1), 159 - 193.
Chicago KEMEC Umut,YÜKSEL HALE FULYA The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram. Tüketici ve Tüketim Araştırmaları Dergisi 13, no.1 (2021): 159 - 193.
MLA KEMEC Umut,YÜKSEL HALE FULYA The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram. Tüketici ve Tüketim Araştırmaları Dergisi, vol.13, no.1, 2021, ss.159 - 193.
AMA KEMEC U,YÜKSEL H The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram. Tüketici ve Tüketim Araştırmaları Dergisi. 2021; 13(1): 159 - 193.
Vancouver KEMEC U,YÜKSEL H The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram. Tüketici ve Tüketim Araştırmaları Dergisi. 2021; 13(1): 159 - 193.
IEEE KEMEC U,YÜKSEL H "The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram." Tüketici ve Tüketim Araştırmaları Dergisi, 13, ss.159 - 193, 2021.
ISNAD KEMEC, Umut - YÜKSEL, HALE FULYA. "The Relationships among Influencer Credibility, Brand Trust, and Purchase Intention: The Case of Instagram". Tüketici ve Tüketim Araştırmaları Dergisi 13/1 (2021), 159-193.
Sayfa Oluşturulma Tarihi
23-04-2024 23:33

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