The impact of influencer marketing and online behavioral marketing on brand advocacy and purchase intention

With the acceleration of digitalization, consumer behaviors have constantly been changing; brands have been looking for ways to interact more strongly with digital consumers to create brand loyalty and brand advocacy, and increase their purchasing rates. By online behavioral marketing and influencer marketing from online marketing and advertising applications shaped by technological innovations, brands can adapt advertisements according to the interests of consumers; view consumer response rates; measure the success rates of ads in real-time. Based on these two independent strategies, this study evaluates the perceived benefit, privacy concern and perceived intrusiveness all together towards online ads; merges social attractiveness and homophily, physical attractiveness, and storytelling under influencer marketing features. The research in this context aims to determine how influencer marketing and online behavioral marketing affect brand loyalty and brand advocacy; how this effect results in purchase intention while examining consumer attitudes and behaviors that have changed with digitalization. The conceptual model presented in the study was tested with a survey conducted with the participation of 619 young digital consumers. As a result of the analysis, influencer marketing on brand loyalty and brand advocacy; perceived benefit on attitude; attitude on brand loyalty; brand loyalty and brand advocacy on purchase intention had positive impacts, as well as partial mediation role of brand advocacy, were determined. In addition, it was found that privacy concerns and perceived intrusiveness did not affect attitude.