Satın Alma Niyeti ve Marka Savunuculuğunun Şekillenmesinde Güven Algısı ve Halo Etkisi: Parasosyal Etkileşim Perspektifi

Öz

Dijital pazarlama ekosisteminde tüketici davranışları, güven algısı, halo etkisi ve parasosyal etkileşim gibi psikolojik süreçlerle şekillenmektedir. Sosyal medyada influencer’lar aracılığıyla kurulan tek yönlü ancak duygusal yoğunluğu yüksek ilişkiler, tüketicilerin markalara yönelik tutumlarını dönüştürmekte ve hem satın alma niyeti hem de marka savunuculuğu üzerinde güçlü etkiler yaratmaktadır. Bu çalışmada, güven algısı ve halo etkisinin parasosyal etkileşim aracılığıyla tüketici davranışlarına etkisi incelenmiştir. Anket verileri yapısal eşitlik modellemesiyle analiz edilmiş ve tüm hipotezler desteklenmiştir. Bulgular, güven algısı ve halo etkisinin parasosyal etkileşimi anlamlı biçimde artırdığını; bu etkileşimin ise satın alma niyetini ve marka savunuculuğunu güçlendirdiğini göstermektedir. Ayrıca satın alma niyetinin marka savunuculuğu üzerinde doğrudan pozitif bir etkisi bulunmuştur. Sonuçlar, tüketici davranışlarının bireysel faydanın ötesinde sosyal boyutlarla da şekillendiğini ortaya koyarak influencer pazarlaması literatürüne katkı sağlamaktadır.

Anahtar Kelimeler

• Parasosyal Etkileşim
• Halo Etkisi
• Tüketici Güveni
• Marka Savunuculuğu
• Satın Alma Niyeti

Trust Perception and The Halo Effect in Shaping Purchase Intention and Brand Advocacy: A Parasocial Interaction Perspective

Abstract

Consumer behavior in the digital marketing ecosystem is shaped by psychological processes such as trust perception, the halo effect, and parasocial interaction. One-way yet emotionally intense relationships established through influencers on social media transform consumers' attitudes toward brands and exert powerful effects on both purchase intent and brand advocacy. This study examines the effect of trust perception and the halo effect on consumer behavior through parasocial interaction. Survey data were analyzed using structural equation modeling, and all hypotheses were supported. The findings show that trust perception and the halo effect significantly increase parasocial interaction, which in turn strengthens purchase intention and brand advocacy. Furthermore, purchase intention was found to have a direct positive effect on brand advocacy. The results contribute to the influencer marketing literature by revealing that consumer behavior is shaped by social dimensions beyond individual benefit.

Keywords

• Parasocial Interaction
• Halo Effect
• Consumer Trust
• Brand Advocacy
• Purchase Intention

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