A study on the relationship between influencer marketing and consumer purchasing behavior

This study examines the impact of the source in influencer marketing on consumer purchasing behavior. The research was conducted in 2023 on a sample group consisting of individuals aged 18 and above who follow influencers and report being influenced by them in their purchasing decisions. Data were collected through a survey method and subsequently analyzed. The findings reveal that the source in influencer marketing has a significant effect on consumers' purchasing decisions. In particular, characteristics such as influencers' competence and attractiveness were found to significantly influence consumers' perceptions and purchasing tendencies. These results provide valuable insights for businesses and marketing professionals in developing effective influencer marketing strategies. Keywords: Influencer Marketing, Consumer Purchasing Behavior, Source Attractiveness, Source Credibility, Source Expertise