Interaction of online influencers source credibility and the Theory of Planned Behavior: A research in the furniture industry

In recent years, developments in information technology, easier access to the internet and very high internet speeds have led to the evolution of product marketing strategies. At the present time, businesses have started to prefer digital marketing because it is more economical and reaches larger audiences than other traditional marketing methods. Finally, the introduction of internet Technologies and digital marketing has brought mass marketing to a very advanced level. Consumers make their purchasing decisions for specific products or services by consulting with people they consider close to them. As a result of advances in digital marketing, consumers now seek advice and influence from online influencers as a source of product approval for their purchases. Online influencers reach audiences through social media channels and share status and information. Here, the degree to which viewers are influenced by online influencers is also related to the online influencer trustworthiness, expertise and attractiveness they perceive from the source credibility dimensions. The main purpose of this study is to determine the effect of online influencer source credibility dimensions perceived by consumers who follow online influencers on online social media channels, on consumer's furniture purchasing intention and behavior, within the scope of Planned Behavior Theory. Quantitative research methods and online survey technique were used in the study. The research sample consisted of 410 consumers over the age of 18 living in Turkey who follow online influencers on socialmedia. In online surveys, 34 questions were asked using source credibility, Planned Behavior Theory, purchase intention and purchasing behavior scales. 25 hypotheses regarding the model established within the scope of there search were developed and analyzed with Structural Equation Model. SPSS statistical package program was used to analyze the data obtained. Research findings are examined, it can be seen that expertise and trustworthiness, which are among the online influencer (source) credibility sub-dimensions perceived by consumers, have an impact on the furniture purchasing intention of consumers who follow online influencers. However, it was determined that the attractiveness sub-dimension had no impact. Trustworthiness, attractiveness and expertise sub-dimensions, which are among the online impressive credibility dimensions perceived by consumers, it was determined that it had no impact on the consumer's perceived behavioral control. It was determined that the trustworthiness sub-dimension had an impacton the consumer's attitude, but attractiveness and expertise had no impact on the consumer's attitude. It was concluded that the trustworthiness, attractiveness and expertise sub-dimensions have an impacton the consumer's subjective norm. It was concluded that perceived behavioral control, attitude and subjective norm, which are dimensions of the Theory of Planned Behavior, have an impact on the furniture purchasing intention of consumers who follow the online influencer. It has also been concluded that the furniture purchasing intention of consumers who follow online influencers has an impact on purchasing behavior. Research results are thought that it will be a resource for professionals working related in furniture industry marketing field to develop strategies and contribute to researchers in this field. Keywords: Influencer Marketing, Source Credibility, Theory of Planned Behavior, Furniture.