The effect of influencer marketing on the purchase intention of consumers: A research on Instagram phenomena

It is clear that rapid changes in the internet and internet-connected information technologies have led to the penetration of these technologies into our lives, resulting in significant changes in consumers ' understanding of shopping in today's world. Moreover, one of these modifiers is social media, a technology connected to the internet. Social media offers users a virtual friendship environment where they can freely express themselves and interact with each other for free. In addition, the increase in the number of social media users has caused businesses to actively participate in social media tools and environments by changing the way they do business. Social media gives businesses a competitive advantage by offering them access to more consumers at a lower cost. In this way, businesses can easily reach the markets they cannot reach and gain new customers. The inclusion of businesses in social media has also led to the emergence of new advertising insights or to adapt existing advertising insights to the social media environment. One of the adapted advertising insights is its famous use in advertising, which is one of the traditional advertising insights. Businesses have a considerable following, called a social media celebrity or phenomenon (influencer), and use highly influential popular users in their ads. It is to say that the impact of Instagram phenomena on consumers ' intention to buy has been studied in this primary objective. In study, a model with six- variables was established based on the models in the literature. As a result of the study, it was seen that the source trustworthiness did not affect the attitude towards advertising but the purchase intention. Source attractiveness was found to affect attitude towards advertising but not to purchase intention. Celebrity-product fit was found to affect both the attitude towards advertising and purchasing intention. Argument quality has vi been shown to affect both attitude towards advertising and purchase intention. Attitude towards advertisements affects purchase intention. According to the data obtained, it was found that the attitudes towards advertising did not show mediation effect.