Effect of influencer marketing on purchase intention: Study on generations Y and Z

In parallel with the developing internet technology, social media platforms have rapidly spread all over the world. It is seen that the impact of social media on societies is increasing day by day. Active users who have a high number of followers on social media platforms, influence the opinions of their followers and make suggestions are called "Influencers". By using the power of influencers on social media, brands create a marketing channel where they can deliver their products to large masses. Thus, brands have started to prefer new methods in their marketing strategies. Social media influencers can influence the consumer's purchase intention by producing content. These collaborations are called "Influencer Marketing". Significance of the concept of influencer marketing has increased with popularity of digital applications. Nowadays, a successful marketing process is realised by influencing consumers through influencers with many followers, aiming brand's promotional message to reach large audiences. Influencer marketing practices are intensively carried out through influencers on digital marketing. This study aims to reveal the purchase intention of influencer credibility of digitalising consumer Y and Z generations. The research population consists of a total of 392 people who are Y and Z generations that follow influencers in the province of Istanbul, Turkey. The data obtained by applying a questionnaire to the participants were analysed. As a result of the analysis, it is seen that the effect of social media influencer credibility on the "Purchase Intention" of Generation Y and Generation Z is statistically significant.