The effect of instagram influencers on consumer buying behavior in the digital marketing age

With the development of technology, the number of internet users and information sharing have also increased. Marketing methods have revised themselves in the field of new media thanks to the developing technology. Digital marketing, which brings a new breath to the marketing world, is widely preferred among businesses. Today, mobile devices have become an integral part and accessory of people. Manufacturer brands, who are aware of the situation, reach their target customers faster and easier by using digital marketing applications thanks to these devices. Thanks to the digital world, the concept of shopping has also changed and online shopping has begun to be used very often. Nowadays, where social networks are used frequently, access to people through these areas has become very easy. Social media marketing has managed to have a great importance among marketing dynamics in digital marketing. The greatest success in this marketing strategy belongs to social media influencers. The aim of the research is to investigate the effect of product/goods/service advertisements made by Instagram phenomena within the scope of social media marketing on consumers' intention to purchase through the Instagram application. It is aimed to investigate the effect of resource attractiveness, reliability and expertise on attitudes towards advertising and purchase intention, and to investigate the effects of attitudes towards advertising against purchase intention. This thesis is a quantitative research conducted from the perspective of Instagram users within the scope of influencer marketing. As a result of the research, it was concluded that resource attractiveness has a mediating effect with attitude towards advertising and affects purchase intention. It has been observed that source reliability does not have a mediating effect with attitude towards advertising, but it has an effect on purchase intention. It has been concluded that sourcing expertise affects attitude towards advertising and purchase intention. It has been determined that the attitude towards the advertisement, which is the mediating variable, has a positive effect on the purchase intention. Resource attractiveness and expertise were found to be more associated with purchase intention than reliability. Keywords: Digital Marketing, Influencer, Social Media, Infulencar Marketing, Instagram.