The Role of Online Resource Reliability of Social Media Influencers on Purchasing Behavior

Authors : Ayşe Yavuz, Mehmet Nejat Özüpek

Pages : 29-51

Doi:10.17680/erciyesiletisim.1526479

View : 112 | Download : 49

Publication Date : 2025-01-30

Article Type : Research Paper

Abstract :Technological developments have paved the way for social media platforms to offer new opportunities to their users and to be used in various areas of social life. The opportunities provided by these platforms have led certain individuals to gain fame. These individuals, known as social media influencers, increase their follower count by producing diverse content and use their fame to engage in advertising and marketing activities. At the same time, they collaborate with brands, influencing their followers\\\' purchasing decisions. This field research, conducted with 923 participants over the age of 18 from across the country who actively use social media, examined the role of social media influencers\\\' online source reliability in shaping individuals\\\' purchasing behavior. The research was designed in the quantitative research model. Data were collected through online questionnaires, to analyze data T-Test, one-way ANOVA, Pearson correlation and multiple regression analysis are used. The study found that individuals follow between 2 and 5 influencers. Participants consider the product recommendations of influencers, primarily due to price advantages, because they share entertaining videos and useful information. Moreover, the sub-dimensions of Online Source Reliability—Attractiveness, Trustworthiness, and Online Self-Presentation—were found to influence individuals\\\' purchasing behavior, while Expertise had no effect.
Keywords : Sosyal Medya Fenomeni, Fenomen Pazarlama, Online Kaynak Güvenilirliği, Satın Alma Davranışı, Çevrim İçi Benlik Sunumu

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