The impact of influencer marketing on female consumers' online impulse buying intentions

With the development of technology, there have been significant changes in the purchasing habits of consumers. The increase in the use of social media and internet by consumers shows that the new marketing channels are e-commerce and social media. Digital media makes it possible to reach a wide range of information by providing easy access to various information sources. However, it has become quite difficult to measure the reliability of digital media sources and the quality of the information they provide. In particular, the issues of source reliability and information quality are important in terms of issues such as providing consumer trust and influencing purchasing decisions. It is seen that the importance of phenomena, which means "online influencers" appealing to the new generation of digital consumers, is increasing day by day, while the effect of traditional marketing tools is decreasing. Brands collaborate with influencers with high influence and number of followers on social media to influence consumers' purchase decisions. In this study, the effect of influencer marketing on female consumers' online impulse purchase intention is analysed. The research was conducted on 381 female consumers who use social media or purchase products online. The data obtained were analysed with SPSS 20.0 statistical package programme. It was concluded that the source credibility of the phenomenon and brand-phenomenon compatibility have effects on the attitude towards phenomenon advertisements, and the attitude towards phenomenon advertisements has a positive effect on online impulse purchase intention.