The Impact Of Influencer Marketing On Brand Awareness And Purchase Intention: Analyzing the Moderating Effects of Trustworthiness and Expertise

Authors : Abdul Qaher Amiri, Cem Karayalçın

Pages : 151-167

Doi:10.29131/uiibd.1826144

View : 158 | Download : 411

Publication Date : 2025-12-26

Article Type : Research Paper

Abstract :This study examines the effect of influencer marketing on brand awareness and purchase intention; with a focus on the moderating role of influencer trustworthiness and expertise. Using a quantitative approach and data from young consumers in Turkey, the findings indicate that influencer marketing significantly impacts both brand awareness and purchase intention. Moderation analysis shows that influencer trustworthiness strengthens the effects of influencer marketing on the related variables, whereas influencer expertise does not exert a moderating influence. Overall, the results highlight the central importance of trustworthiness in shaping consumer responses and underline the role of influencer marketing in building and maintaining brand awareness and encouraging purchase intentions.
Keywords : Influencer pazarlaması, marka farkındalığı, satın alma niyeti, güvenilirlik, uzmanlık

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