Investigation of the Effect of Influencer's Trust on Brand Equity, Brand Love and Purchase Intention in Influencer Marketing

Yıl 2021, Cilt: 6 Sayı: 2, 213 - 225, 30.12.2021

İbrahim Aydın

Öz

The purpose of this study is to investigate the effect of influencer's trust on brand equity, brand love and purchase intention in influencer marketing. The universe of the research consists of those who see the posts of a social media influencer with more than 1 million followers. The sample of the study consists of 411 people who were reached online and reached by convenience sampling method. In the study, a luxury ready-to-wear brand worn by the influencer was used. In the study, the direct effects of influencer's trust on purchase intention, brand love and brand equity, indirect effect on purchase intention through brand love and brand equity, and indirect effect on brand equity through brand love were investigated. Structural equation modeling was used to analyze the obtained data. According to the results, influencer's trust in influencer marketing in social media has a direct positive effect on brand love and brand equity. Influencer's trust has an indirect and positive effect on purchase intention through brand love and brand equity. According to another result, influencer's trust has an indirect and positive effect on brand equity through brand love. According to the results obtained, it is seen that influencer's trust is very important for influencer marketing in social media.

Anahtar Kelimeler

Influencer Marketing, Brand Love, Brand Equity, Purchase Intention, Influencer

Nüfuz Pazarlamasında (Influencer Marketing) Nüfuzluya Güvenin Marka Değeri, Marka Aşkı ve Satın Alma Niyeti Üzerindeki Etkisinin Araştırılması

Öz

Bu çalışmanın amacı nüfuz pazarlamasında nüfuzluya olan güvenin marka değeri, marka aşkı ve satın alma niyeti üzerindeki etkisinin araştırılmasıdır. Araştırmanın evrenini 1 milyondan fazla takipçisi olan bir sosyal medya nüfuzlusunun paylaşımlarını görenler oluşturmaktadır. Online olarak gerçekleştirilen ve kolayda örnekleme yöntemiyle ulaşılan 411 kişi çalışmanın örneklemini oluşturmaktadır. Çalışmada nüfuzlunun giydiği lüks bir hazır giyim markası kullanılmıştır. Çalışmada nüfuzluya olan güvenin satın alma niyetine, marka aşkına ve marka değerine olan doğrudan etkileri ayrıca marka aşkı ve marka değeri aracılığı ile satın alma niyetine dolaylı etkisi ve marka aşkı aracılığı ile marka değerine dolaylı etkisi araştırılmıştır. Elde edilen verilerin çözümlenmesinde yapısal eşitlik modellemesi kullanılmıştır. Elde edilen sonuçlara göre, sosyal medyada nüfuz pazarlamasında nüfuzluya olan güvenin marka aşkı ve marka değeri üzerinde doğrudan olumlu etkisi vardır. Nüfuzluya olan güvenin satın alma niyetinde marka aşkı ve marka değeri aracılıkları ile dolaylı ve olumlu etkisi bulunmaktadır. Diğer bir sonuca göre, nüfuzluya olan güvenin marka değeri üzerinde marka aşkı aracılığıyla dolaylı ve olumlu etkisi vardır. Elde edilen sonuçlar çerçevesinde, sosyal medyada nüfuz pazarlaması için kullanılacak nüfuzlunun güvenilir olmasının oldukça önemli olduğu görülmektedir.

Anahtar Kelimeler

Nüfuz Pazarlaması, Nüfuzluya Güven, Marka Aşkı, Marka Değeri, Satın Alma Niyeti

Kaynakça

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