The effect of the online source credibility of the influencer on the brand equity and consumer purchase intention in social media marketing

With the advancing technology, the use of internet has become widespread. Due to the widespread use of internet business use various marketing channels and communication methods.One of these marketing channels is social media platform. By cooparating with the influencers, business undertake brand and produet publicity activities through social meda devices. Consumers who use social media marketing devices, via influencers , are able to get information, generate contents and share their ideas with other users about products and services . Spreading of using influencers rapidly shapes the brand equity and purcasing intentions significantly. The main aim of this resarch to analyze whether there is on ifluence of the online source crdibility term of the influencer. He consmer-based brend equity and to search whether brand equity has the influence on purchasing intention.Survey method has been used fort his research. The universe of this research includes social media usersat 18 years old and above. Surveys were sent to 900 participents by hand on online for sampling. 812 participants have answerd the survey. Dates collected have been analzed by using structural equation model. At the and of the research, ıt has been reached that attraction, credibility and self presentation have positive influence on brand equity from the point of onlne source credibility and that from the point of qualification , it hasn't any positive influence on brand equity. Another result of thisis that brand equity has positive influence on purchasing intention.