Investigating consumer trust perception regarding the sharing of advertising content by influencers on social media

In recent years, spending on Social Media and Influencer marketing has increased exponentially. This study includes preliminary research and proposes an integrated model to understand the mechanism of influencing consumers through social media and influencer. This Social Media Influencer Value Model takes into account the roles of advertising message value and source credibility factors. To test this model, an online survey was conducted with users following at least one influencer among social media users. The effects of users' trust, brand awareness and purchase intention on the advertised content shared by the Influencer were examined. It is aimed to provide insights on Influencer communication preferences to companies and academia, to provide resources for successful communication campaigns, and discussions will be made for the theoretical and practical implications. Keywords: Digital Marketing, Social Media, Influencer, Source Credibility, Message Value