The efect of influencer mothers on purchase intention from the heuristic systematic model perspective: A research on influencer mothers' followers on Instagram

This research aims to reveal in the effect of influencer mothers on Instagram on their followers' informaton adoption and purchase intention in the e-word of mouth communication resource. In the research, the effect of the influencer is discussed from the perspective of the heuristic systematic model. In this research, which was designed with a mixed method perspective, a qualitative research was conducted in the first stage and a quantitative research was carried out in the second stage by using the exploratory sequential design method. Using the criterion sampling technique, semi-structured interviews were conducted with 20 mothers with children between the ages of 0 and 3 who follow at least one influencer mother on Instagram. Data were analyzed with the content analysis approach. As a result of the analysis, heuristic (trust, expertise, likeability, similarity) and systematic (argument quality and involvement) clues that play role in the e-word of mouth interactions were revealed. It has been understood that these clues play role in the knowledge acquisition and purchasing processes of follower mothers. The quantitative research process, which is the second stage of the research, was designed by using of the results obtained as a result of the qualitative research. At this stage, the causal research design was used. The data were collected from 346 mothers who have children aged 0 to 3 years and follow at least one influencer mother on Instagram using the questionnaire technique. Judgmental sampling technique was used to determine the participants. In the analysis of the data, descriptive statistics, explanatory and confirmatory factor analysis and path analysis were used. Two structural models were developed to reveal the weight of heuristic and systematic clues. In the first model, trust, likability and homophily clues among the heuristic clues have a positive effect on the attitude towards information. In the second model, besides heuristic clues, systematic clues are also included in the model. In the first model, except for expertise, other heuristic clues positively affect the attitude towards information. In the second model, besides heuristic clues, systematic clues are also included in the model. According to the results, trust, likability, similarity, argument quality and involvement affect the attitude towards information positively. However, the inclusion of systematic clues in the model led to a decrease in the effect of heuristic clues. The most effective clues on attitude towards information are trust, argument quality, likability, involvement and similarity. In both models, the effect of attitude towards information on information adoption and information adoption on purchase intention is positive.