The effect of emotional intelligence on online buying behavior: An invenstigation of the instrument role of influencer marketing

The importance of emotional intelligence has started to increase day by day, after the researches realized that the concept of IQ is not sufficient on its own in measuring intelligence criteria and making decisions. When people buy a product, they decide not only with their IQ, but also with their emotions. In addition, the rapid development of technology and the events that have developed in recent years have led to an increase in online shopping. In this context, it has been tried to examine that how consumers are effected by emotional intelligence in their online impulse buying behavior and the effect of influencer marketing, which is considered as an intermediary variable, on emotional intelligence and online impulse buying behavior. The purpose of this research is to determine the effect of emotional intelligence on online impulse buying behavior and the intermediary role of influencer marketing, and to reveal the relationship between these factors. For this purpose, a questionnaire was applied to 517 people and the data obtained were analyzed with the help of SPSS 24. The data obtained in the study were tested with mean and standard deviation, T-test, ANOVA test and regression analysis. According to the results of the analysis, it was seen that emotional intelligence has a statistically significant effect on online impulse buying behavior. In addition, it was seen that emotional intelligence has a statistically significant effect on influencer marketing and both on online impulse buying behavior. Keywords: Emotıonal Intellıgence, Online Instant Purchase Behavıor, Influencer Marketing.