The effect of micro-celebrity on brand choice

The aim of this study is to determine the role of emotional involvement, source reliability, perceived fit with personal interests, ıdentification with micro-celebrity and acceptance of information factors in the effect of micro-celebrity producing Instagram content on brand preference. Structural equation model analysis was used to confirm the relationships in the model and investigate hypotheses. The data were obtained by conduction on online of micro-celebrity. A total of 622 micro-celebrities followers contributed to the study by filling out the quastionnaire. According to the results obtained, it has been determined that the strongest path estimation for the structural model is emotional involvementsource reliabilitiy, source reliabilitiyfit with personal interests, fit with personal ınterestsidentification with the micro-celebrity, identification with the micro-celebrityacceptance of information ve acceptance of information purchase intention. The research introduces the factors that effect brand preference at different levels and expands previous research on this subject. It is thougth that the findings of the research will help marketing managers and brands in choosing the micro-celebrity to collaborate on the Instagram.