The mediating role of word-0f-mouth in the effect of influencer's attractiveness on purchasing intention

The purpose of this study is to investigate the mediating role of word of mouth in the effect of influencer attractiveness on purchase intention. The survey form was shared on social media platforms and data was collected from 215 people. The study specifically aimed to determine whether the attractiveness of influencers has an effect on the intention to purchase a brand and to address the mediating role of word of mouth. The hypotheses of this study are designed to serve the research to reach a correct conclusion. In my opinion, four hypotheses were determined, the data were analyzed and the hypotheses in the study were confirmed. According to the findings, consumers' purchase intentions are directly affected by the attractiveness of influencers and indirectly through word of mouth communication. In order to benefit from the findings of this study, businesses should prioritize cooperation with attractive influencers who are compatible with their target audiences. Increasing the attractiveness of influencers can significantly increase word of mouth marketing and ultimately encourage higher purchase intentions. In addition, developing positive relationships between influencers and their followers can increase the effectiveness of word of mouth communication.