equinox Ekinoks Ekonomi İşletme ve Siyasal Çalışmalar Dergisi 2687-4695 Siirt University 10.48064/equinox.1039577 Business Administration İşletme Investigation of the Effect of Influencer's Attractiveness on Brand Loyalty, Brand Image, Brand Awareness and Word of Mouth on Instagram Instagram’da Nüfuzlunun İlgi Çekiciliğinin Marka Sadakati, Marka İmajı, Marka Farkındalığı ve Ağızdan Ağıza İletişim Üzerindeki Etkisinin Araştırılması https://orcid.org/0000-0002-0720-364X Aydın İbrahim YÜZÜNCÜ YIL ÜNİVERSİTESİ 03 21 2022 9 1 38 68 12 21 2021 02 22 2022 Copyright © 2019, Equinox Journal of Economics Business and Political Studies 2019 Equinox Journal of Economics Business and Political Studies

The aim of this study is to investigate the effect of influencer's attractiveness on brand loyalty, brand image, brand awareness and word of mouth communication on Instagram. The universe of the research consists of those who see the posts of an Instagram influencer with more than 1 million followers. 336 people who participated in the survey conducted on the Internet constitute the sample of the study. In the study, the direct effect of influencer attractiveness on word of mouth, brand loyalty, brand image and brand awareness was investigated. In addition, indirect and moderating effects were also investigated. In the study, simple linear regression analysis was used for direct effects, and process macro was used for indirect and moderating effects. According to the results, the attractiveness of the Instagram influencer has a direct positive effect on word of mouth, brand loyalty, brand image and brand awareness. All the indirect and moderating effects investigated in the study were also positive. The results show that influencer's attractiveness is an important factor in achieving marketing communication goals.

Bu çalışmanın amacı Instagram’da nüfuzlunun ilgi çekiciliğinin marka sadakati, marka imajı, marka farkındalığı ve ağızdan ağıza iletişim üzerinde meydan getirdiği etkinin araştırılmasıdır. Araştırmanın evreni 1 milyondan fazla takipçisi olan bir Instagram nüfuzlusunu tanıyanlar ve paylaşımlarını görenlerdir. İnternette gerçekleştirilen anket çalışmasına katılan 336 kişi çalışmanın örneklemini oluşturmaktadır. Çalışmada nüfuzlunun ilgi çekiciliğinin ağızdan ağıza iletişim, marka sadakati, marka imajı ve marka farkındalığı üzerine olan doğrudan etkileriyle birlikte dolaylı ve ılımlaştırıcı etkiler de araştırılmıştır. Çalışmada doğrudan etkiler için basit linear regresyon analizi, dolaylı ve ılımlaştırıcı etkiler için process macro kullanılmıştır. Elde edilen sonuçlara göre, Instagram nüfuzlusunun ilgi çekiciliğinin ağızdan ağıza iletişim, marka sadakati, marka imajı ve marka farkındalığı üzerinde doğrudan olumlu etkisi vardır. Çalışmada araştırılan dolaylı ve ılımlaştırıcı tüm etkilerin de olumlu olduğu görülmüştür. Elde edilen sonuçlar nüfuzlunun ilgi çekiciliğinin pazarlama iletişimi amaçlarına ulaşmada önemli bir faktör olduğunu göstermektedir.

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