The Effect of Sense of Belonging to an Influencer’s Account on Purchase Intention: The Mediating Roles of Well-Being and Problematic Engagement

Abstract

This study examines the impact of followers' sense of belonging to a social media influencer’s account on purchase intention through hedonic well-being, eudaimonic well-being, and problematic engagement. In addition, the study tests whether the frequency of interaction with the influencer moderates these mediating relationships. Survey data were collected from 409 active social media users who follow influencers across multiple platforms. Hypotheses were analyzed using Structural Equation Modeling and the Hayes PROCESS Macro (Model 4 and Model 7). The findings show that the sense of belonging has a significant direct effect on purchase intention and significant indirect effects through hedonic well-being, eudaimonic well-being, and problematic engagement. However, the frequency of interaction with the influencer does not significantly affect either the direct effects or the conditional indirect effects. In conclusion, the study highlights belonging as a central psychological mechanism in influencer marketing and suggests that fundamental psychological processes can operate largely independently of follower interaction frequency. Furthermore, by addressing both hedonic and eudaimonic well-being dimensions together, it fills an important gap that has been limited in the literature. Additionally, including problematic engagement in the model provides an empirical response to the increasingly emphasized “dark side” discussions in influencer research.

Keywords

• Sense of Belonging
• Hedonic Well-Being
• Eudaimonic Well-Being
• Problematic Engagement
• Purchase Intention

Bir Etkileyici Hesabına Ait Olma Duygusunun Satın Alma Niyeti Üzerindeki Etkisi: İyi Oluş ve Sorunlu Etkileşimin Aracı Rolleri

Abstract

Bu çalışma, takipçilerin bir sosyal medya etkileyici hesabına olan aidiyet duygusunun, hedonik iyi oluş, eudaimonik iyi oluş ve sorunlu etkileşim aracılığıyla satın alma niyeti üzerindeki etkisini incelemektedir. Ek olarak çalışma, etkileyiciyle etkileşim sıklığının bu aracı ilişkileri düzenleyip düzenlemediğini test etmektedir. Anket verileri, birden fazla platformda etkileyicileri takip eden 409 aktif sosyal medya kullanıcısından toplanmıştır. Hipotezler, Yapısal Eşitlik Modeli ve Hayes PROCESS Makro (Model 4 ve Model 7) kullanılarak analiz edilmiştir. Bulgular, ait olma duygusunun satın alma niyeti üzerinde anlamlı bir doğrudan etkisi olduğunu ve hedonik iyi oluş, eudaimonik iyi oluş ve sorunlu etkileşim yoluyla anlamlı dolaylı etkileri olduğunu göstermektedir. Bununla birlikte, etkileyiciyle etkileşim sıklığının ne doğrudan etkiler ne de koşullu dolaylı etkiler üzerinde anlamlı bir etkisi bulunmamaktadır. Sonuç olarak, çalışma aidiyet duygusunu etkileyici pazarlamasında merkezi bir psikolojik mekanizma olarak vurgulamakta ve temel psikolojik süreçlerin takipçi etkileşim sıklığından büyük ölçüde bağımsız olarak işleyebileceğini öne sürmektedir. Ayrıca hem hedonik hem de eudaimonik iyi oluş boyutlarını birlikte ele alarak, literatürdeki önemli bir boşluğu doldurmaktadır. Bunun yanı sıra, modele sorunlu etkileşimi dahil ederek, etkileyici araştırmalarında giderek daha fazla vurgulanan "karanlık taraf" tartışmalarına ampirik bir katkı sunmaktadır.

Keywords

• Aidiyet Duygusu
• Hedonic İyi Oluş
• Eudaimonik İyi Oluş
• Problemli Etkileşim
• Satın Alma Niyeti

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