Credibilty, Quality, and Aesthetics on Social Media: The Impact of Influencer Posts on Brand Reputation and Purchase Intention

Yıl 2025, Cilt: 14 Sayı: 3, 1211 - 1231, 30.09.2025

Ebubekir Işık

https://doi.org/10.15869/itobiad.1606259

Öz

This study examines the effects of the reliability, quality, and aesthetic aspects of social media influencers' product and brand posts on brand reputation and consumer purchase intention. The research is based on the analysis of data collected from a sample of 300 individuals aged 18-25 using Structural Equation Modeling (SEM). The findings reveal that the reliability and quality of influencer posts positively influence both brand reputation and purchase intention. However, the aesthetic aspect has a positive effect only on brand reputation and does not exhibit a significant impact on purchase intention. Furthermore, the strong influence of brand reputation on consumer purchase intention has been confirmed. These results underscore the importance of considering reliability, quality, and aesthetic factors collectively in influencer posts. Specifically, it is recommended to prioritize reliable and high-quality content in influencer collaborations. While aesthetic elements play a role in building brand reputation, the findings suggest they may not directly drive purchase behavior. This study makes a theoretical contribution to the influencer marketing literature while also offering strategic recommendations for marketing practices. It provides a deeper understanding of the use of influencer posts as an effective tool in brand communication, delivering significant insights at both academic and practical levels. Particularly for young consumers, where influencer impact is prevalent, the study offers valuable guidance on how marketing practices can be optimized. In this context, the research serves as a reference point for academics and practitioners aiming to comprehend the dynamics of social media marketing and develop effective strategies.

Anahtar Kelimeler

Influncer Marketing , Social Media , Brand Reputation , Purchase Intention , Credibility , Quality , Aesthetics

Sosyal Medyada Güven, Kalite ve Estetik: Influencer Paylaşımlarının Marka İtibarı ve Satın Alma Niyeti Üzerindeki Etkileri

Öz

Bu çalışma, sosyal medya influencerlarının ürün ve marka paylaşımlarının güvenilirlik, kalite ve estetik yönlerinin marka itibarı ve tüketici satın alma niyeti üzerindeki etkilerini incelemektedir. Araştırma, 18-25 yaş aralığındaki 300 kişilik bir örneklemden elde edilen verilerin Yapısal Eşitlik Modellemesi (YEM) ile analizine dayanmaktadır. Bulgular, influencer paylaşımlarının güvenilirliğinin ve kalitesinin hem marka itibarı hem de satın alma niyetini olumlu yönde etkilediğini, estetik yönün ise yalnızca marka itibarı üzerinde olumlu bir etki yarattığını ancak satın alma niyeti üzerinde anlamlı bir etkisinin olmadığını göstermiştir. Ayrıca, marka itibarının tüketici satın alma niyeti üzerindeki güçlü etkisi doğrulanmıştır. Bu sonuçlar, influencer paylaşımlarında güvenilirlik, kalite ve estetik faktörlerinin bir arada ele alınmasının önemini vurgulamaktadır. Özellikle güvenilir ve kaliteli içeriklerin influencer iş birliklerinde önceliklendirilmesi gerektiği önerilmektedir. Estetik unsurların ise marka itibarı oluşturmadaki rolü göz önünde bulundurulmalı, ancak bu çalışmadan elde edilen sonuçlara göre satın alma davranışını doğrudan tetiklemeyeceği de göz önünde bulundurulmalıdır. Bu çalışma, influencer pazarlaması literatürüne teorik katkı sunarken, pazarlama uygulamaları için de stratejik öneriler geliştirmektedir. Influencer paylaşımlarının marka iletişiminde etkin bir araç olarak kullanımına dair derinlemesine bir anlayış sunarak hem akademik hem de pratik düzeyde önemli faydalar sağlamaktadır. Özellikle genç tüketiciler arasında yaygın olan influencer etkisinin, pazarlama uygulamaları konusunda nasıl optimize edilebileceği konusunda değerli ipuçları sunmaktadır. Bu bağlamda, çalışma, sosyal medya pazarlamasının dinamiklerini anlamak ve etkili stratejiler geliştirmek isteyen akademisyenler ve profesyoneller için rehber niteliğindedir.

Anahtar Kelimeler

Influencer Pazarlaması , Sosyal Medya , Marka İtibarı , Güvenilirlik , Kalite , Estetik

Kaynakça

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