The Rise of Micro-Social Media Influencers: Exploring Their Impact on University Students' Purchasing Intentions

Yıl 2025, Cilt: 9 Sayı: 3, 690 - 705, 29.09.2025

Sevil Beylergil , Mehmet Özer Demir

https://doi.org/10.29023/alanyaakademik.1557415

Öz

Social media influencers (SMIs) have emerged as important entities in the digital marketing landscape, profoundly shaping consumer behavior, particularly among younger demographics such as university students. This study investigates the impact of SMIs on the purchasing intentions of university students, exploring the influence of key attributes such as perceived attractiveness, trustworthiness, and the strength of parasocial interactions. Through a comprehensive online survey conducted with 358 university students, the paper identifies significant relationships between these SMI attributes and the students' purchasing decisions. The findings reveal that SMIs' perceived attractiveness and trustworthiness directly enhance their persuasive power, while parasocial interactions serve as a crucial mediator, further solidifying the emotional bonds between SMIs and their followers. Moreover, the paper underscores the long-term effects of influencer marketing, showing that strong purchasing intentions fostered by SMIs can lead to sustained consumer loyalty. These insights emphasize the strategic value of leveraging SMI marketingfor brands aiming to engage with young, digitally savvy consumers, highlighting the importance of selecting the right SMIs who can build authentic and meaningful connections with their audience.

Anahtar Kelimeler

Social Media Influencers , Purchasing Intentions , University Students , Influencer Marketing , Parasocial Interactions , Consumer Loyalty

Mikro-Fenomenlerin Yükselişi: Üniversite Öğrencilerinin Satın Alma Niyetleri Üzerindeki Etkilerinin Araştırılması

Öz

Sosyal medya fenomenleri (SMF’ler), dijital pazarlama alanında önemli bir rol oynamakta ve özellikle üniversite öğrencileri gibi gençler arasında tüketici davranışlarını derinden etkilemektedir. Bu çalışmanın amacı, SMF'lerin üniversite öğrencilerinin satın alma niyetleri üzerindeki etkisini ve algılanan çekicilik, güvenilirlik ile parasosyal etkileşimler gibi faktörlerle ilişkisini incelemektir. Araştırma, 358 üniversite öğrencisi ile gerçekleştirilen çevrimiçi bir anket aracılığıyla verilerin toplanması ile gerçekleştirilmiştir. Elde edilen bulgular, SMF'lerin özellikleri ile öğrencilerin satın alma kararları arasında önemli ilişkilerin bulunduğunu göstermektedir. Özellikle, SMF'lerin algılanan çekiciliği ve güvenilirliği, ikna edici güçlerini artırmakta; parasosyal etkileşimler ise, fenomenler ile takipçileri arasındaki bağı güçlendiren önemli bir aracı işlevi üstlenmektedir. Ayrıca, bu çalışma fenomen pazarlamanın uzun vadeli etkilerini vurgulayarak, SMF'ler tarafından oluşturulan güçlü satın alma niyetlerinin sürdürülebilir tüketici sadakatine yol açabileceğini ortaya koymaktadır. Bu bulgular, genç ve dijital okuryazar tüketicilerle etkileşim kurmayı hedefleyen markalar için fenomen pazarlamanın stratejik değerini vurgulamakta ve doğru fenomenlerin seçilmesinin önemini öne çıkarmaktadır; bu fenomenler, izleyicileriyle otantik ve anlamlı bağlantılar kurabilmektedir.

Anahtar Kelimeler

Sosyal Medya İnfluencerları , Satın Alma Niyetleri , Üniversite Öğrencileri , İnfluencer Pazarlama , Parasosyal Etkileşimler , Tüketici Sadakati

Kaynakça

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