The Effect of Influencers on Purchase Intent in Social Media Marketing

Abstract

Purpose – The primary objective of this study is to examine the impact of influencer use in social media marketing—an increasingly prominent tool in recent marketing strategies—on consumers' purchase intentions
Design/methodology/approach – For this purpose, a survey was conducted on a sample of 389 people living in Turkey who actively use social media. . Following the determination of the factors, Structural Equation Modelling (SEM) analysis was performed to determine the effects of the factors in line with the conceptual model created. Firstly, confirmatory factor analysis (CFA) was applied to test the fit of Influencers' expertise, reliability, attractiveness and purchase intention scales with the sample. Then, the reliability analyses of the tests were examined by Cronbach's Alpha analysis. Regression, T-test and ANOVA analyses were used to test the hypotheses.
Findings- An examination of the empirical findings suggests that positive perceptions of influencers in terms of expertise, attractiveness, similarity, and trustworthiness were anticipated to have a significant influence on consumers' purchase intentions. The results of the multiple regression analysis indicated that the statistically significant dimensions collectively explained 48.57% of the variance in purchase intention. Furthermore, simple regression analyses revealed that expertise alone accounted for 32.7% of the variance in purchase intention. Trustworthiness independently explained 31.3% of the variance, while attractiveness demonstrated an identical explanatory power, also accounting for 31.3%.
Discussion-The advancement of digital technologies and the increasing sophistication of social media algorithms have significantly enhanced the ability of brands and influencers to reach their target audiences in a more strategic and effective manner. The conceptual model developed within the scope of this study not only aims to enrich the existing body of literature on influencer marketing but also seeks to identify the key determinants influencing consumers’ purchase intentions. Accordingly, the findings offer practical implications for businesses, particularly in informing their influencer selection strategies.