Influencers and impulse buying: A pilot study

The development of the internet in today's world has led to significant changes in various sectors, including a substantial transformation in the field of marketing. This profound change has particularly manifested through social media platforms and the rise of influencers. Influencers are individuals who have a large following on social media and exert influence over their audience. The growing popularity of this concept is driven by the fact that today's consumers prefer digital marketing channels for their shopping activities, and they increasingly consider the recommendations of social media influencers when making purchasing decisions. Based on these points, the study examines the relationship between fomo (fear of missing out), social media addiction, impulse buying, and post-purchase regret. The research data was obtained from individuals aged 18 and above through an online survey, and a total of 428 people were included in the study. Confirmatory factor analysis and structural equation modeling were used to analyze the data collected from the participants. The results of the study indicate that Fomo has a positive impact on impulse buying, social media addiction has a positive impact on impulse buying, and impulse buying has a positive impact on post-purchase regret. The findings of this study underscore the significant role that influencers play in shaping consumers' purchasing decisions through social media. At the conclusion of the research, recommendations are provided for businesses seeking to collaborate with influencers and for future studies.