The impact of modest fashion social media phenomenes on the purchase intention of customers

The technological developments and the increase in the usage of social media in recent years have not only provided consumers with the opportunity to make their voices heard in the media, but also made them the producer of content shared on social media platforms. However, the declining effect of traditional media advertising on today's consumer has led marketers and businesses to seek new strategies by directing them to social media. Businesses and marketers have started to benefit from these masses in marketing activities by communicating with the phenomenon that has attracted attention in social media platforms especially in recent years. This new generation of opinion leaders, who are expanding their sphere of influence, can guide the behavior of their followers. In this context, it is aimed to determine the effect of modest fashion phenomena on social media platforms on consumers' purchase intention. In the study, first of all, literature review was conducted and similar studies were examined. Then, social media, phenomenon marketing, fashion and consumer behavior are tried to be explained and explained. In the last part of the study, the data obtained from the participants who followed at least one conservative fashion phenomenon by the survey method were analyzed with factor analysis and structural equation modeling methods with IBM SPSS and Amos 24 packages. According to the results of the analysis, it was found that the factors of expertise, proximity and sharing characteristics in the research model had a positive effect on resource reliability and resource reliability had a positive effect on purchasing intention.