Influencer Pazarlamasının Marka Farkındalığı ve Satın Alma Niyetine Etkisi: Güvenilirlik ve Uzmanlığın Moderatör Etkisi Analizi

Öz

Bu çalışma, influencer pazarlamasının marka farkındalığı ve satın alma niyeti üzerindeki etkisini; influencer güvenilirliğinin ve uzmanlığının moderatör rolüne odaklanarak incelemektedir. Nicel bir yaklaşım ile Türkiye'deki genç tüketicilerden toplanan veriler doğrultusunda elde edilen bulgular, influencer pazarlamasının hem marka farkındalığını hem de satın alma niyetini önemli ölçüde etkilediğini göstermektedir. Moderatör analiz sonucu, influencer güvenilirliğinin influencer pazarlamasının ilgili değişkenler üzerindeki etkilerini güçlendirdiğini, ancak influencer uzmanlığının moderatör bir etkiye sahip olmadığını göstermektedir. Genel olarak, sonuçlar tüketici tepkilerini şekillendirmede güvenilirliğin merkezi önemini vurgulamakta ve influencer pazarlamasının marka farkındalığı oluşturma ve sürdürme ile satın alma niyetini teşvik etmedeki rolünün altını çizmektedir.

Anahtar Kelimeler

• Influencer pazarlaması
• marka farkındalığı
• satın alma niyeti
• güvenilirlik
• uzmanlık

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

Öz

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.

Anahtar Kelimeler

• Influencer marketing
• brand awareness
• purchase intention
• trustworthiness
• expertise

Kaynakça

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