(The Effect of Influencer Marketing on the Purchase Intention of Consumers: A Research on Instagram Influencers)

Abstract

Purpose – In this study aims to examine on Instagram, the effect of Instagram influencers’ product or service advertisement on the purchasing intention of consumers. Design/methodology/approach – The study was carried out with 642 participants through a survey. The data were collected by face-to-face and online survey using convenience sampling method. The first part of the research consists of filter and descriptive questions. As a result of filter questions of the survey 272 participants was eleminated. The study was conducted with 370 participants of the survey. The second part of the study is consists of scales adapted from (Keillor and Schaefer, 1997; Ohanian, 1990; Teng et al., 2014). The third part of the study is consists of scales adapted from (Bruner and Kumar, 2000; Evans et al., 2017). The data obtained from a total of 370 survey forms were analyzed by validity and reliability analysis, t-test for gender groups, exploratory factor analysis, linear and hierarchical regression analysis. Findings – According to data obtained, it was seen that the source trustworthiness did not affect the attitude towards advertising but the purchase intention. Source attractiveness was found to affect attitude towards advertising but not to purchase intention. Celebrity-product fit was found to affect both attitude towards advertising and purchasing intention. Argument quality was found to affect both attitude towards advertising and purchase intention. Attitude towards advertisements did not have mediating effect in all variables, but affect the purchase intention. Finally there was no significant difference between male and female genders that could affect the study. Discussion – The study has been conducted on the attitude towards advertisements and purchase intention of the product or service advertisement made by Instagram influencers. Similar research can be conducted to influencers on other social media websites. Similar research, data can be obtained by working with influencers. By comparing influencers with specific number of followers their influence power can be measured. Another similar research is can be conducted in categories such as eatingdrinking, cinema-series etc. by influencers, business, advertisers and various socio-economic consumer groups. In this context, different variables can be added to the research or the study can be repeated with different methods.