KAYNAK GÜVENİLİRLİĞİNİN SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİNDE PARASOSYAL ETKİLEŞİMİN ARACILIK ROLÜ

Yıl 2025, Cilt: 5 Sayı: 2, 126 - 146, 28.10.2025

Sultan Çetinkaya Örs , Vural Çağlıyan , Hasan Kürşat Güleş

Öz

Günümüz dijital çağında sosyal medya platformları tüketicilerin satın alma kararlarını etkileyen başlıca araçlardan biri haline gelmiştir. Özellikle Influencer’lar takipçileriyle kurdukları etkileşimler sayesinde işletmeler ile sosyal medya kullanıcıları arasında önemli bir köprü görevi görmektedir. Bu çalışma, kaynak güvenilirliğinin satın alma niyeti üzerindeki etkisinde parasosyal etkileşimin aracılık rolünün irdelenmesi amacıyla gerçekleştirilmiştir. Araştırma Mart-Mayıs 2025 tarihleri arasında çevrim içi anket yöntemiyle toplanan 453 geçerli yanıt üzerinden yürütülerek analizlerde yapısal eşitlik modellemesi (SEM) kullanılmıştır. Elde edilen bulgular kaynak güvenilirliği boyutlarının (etkileşimlilik, bilgilendiricilik, uzmanlık, prestij, görsel çekimcilik) hem doğrudan hem de parasosyal etkileşim aracılığıyla dolaylı olarak satın alma niyeti üzerinde anlamlı ve pozitif etkileri ortaya koymuştur. Kaynak güvenilirliğinin parasosyal etkileşim üzerinde güçlü bir etkiye sahip olduğu, ayrıca kaynak güvenilirliği boyutlarından özellikle uzmanlık ve prestij boyutlarının satın alma niyeti üzerinde belirleyici etkiler gösterdiği elde edilmiştir. Çalışma kapsamında ortaya koyulan bulgular Influencer pazarlamasının gelecekte daha da önemli bir pazarlama aracı haline geleceğini ve bu doğrultuda işletmelere etkili stratejiler geliştirmeleri için yol gösterici öneriler sunmaktadır. Pazarlama stratejilerinde yalnızca takipçi sayısı değil, bilgilendiricilik, prestij, etkileşimlilik, uzmanlık ve görsel çekicilik gibi çok boyutlu güvenilirlik unsurlarının da dikkate alınması gerekmektedir. Bu bağlamda elde edilen bulgular, dijital çağda Influencer-takipçi ilişkilerinin tüketici davranışları üzerindeki etkisini hem teorik olarak desteklemekte hem de uygulayıcılar için stratejik yönelimler sunmaktadır.

Anahtar Kelimeler

Kaynak Güvenilirliği , Satın Alma Niyeti , Parasosyal Etkileşim , Yapısal Eşitlik Modellemesi , Aracılık İlişkisi

Investigating the Mediating Effect of Parasocial Interaction on the Relationship Between Source Credibility and Purchase Intention

Öz

In today's digital age, social media platforms have become one of the primary tools influencing consumers' purchasing decisions. In particular, Influencers serve as a significant bridge between businesses and social media users through the interactions they establish with their followers. This study aims to examine the mediating role of parasocial interaction in the effect of source credibility on purchase intention. The research was conducted based on 453 valid responses collected via an online survey between March and May 2025, and the data were analyzed using Structural Equation Modeling (SEM). The findings reveal that the dimensions of source credibility (interactivity, informativeness, expertise, prestige, and visual appeal) have significant and positive effects on purchase intention both directly and indirectly through parasocial interaction. It was also found that source credibility has a strong influence on parasocial interaction, and among its dimensions, expertise and prestige in particular exhibit a decisive effect on purchase intention. The results of the study indicate that Influencer marketing is expected to become an even more critical marketing tool in the future and offer strategic guidance for businesses aiming to enhance their effectiveness in this area. In this context, marketing strategies should consider not only the number of followers but also multidimensional credibility factors such as informativeness, prestige, interactivity, expertise, and visual appeal. Overall, the findings support the theoretical impact of Influencer-follower relationships on consumer behavior in the digital age and offer strategic insights for practitioners.

Anahtar Kelimeler

Source Credibility , Purchase Intention , Parasocial Interaction , Structural Equation Modeling , Mediating Relationship

Kaynakça

• Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
• Akdeniz, P. C. ve Uyar, K. (2021). Tüketicilerin satın alma niyetlerinde sosyal medya fenomenleri ile kurulan parasosyal etkileşimin rolü. Erciyes Akademi, 35(4), 1669-1688.
• Al-Ahmad, R., Rudeloff, C. ve Brünink, L. A. (2024). The interplay of parasocial interaction, source credibility and trust in social commerce. Journal of Retailing and Consumer Services, 78,34-44. 103448.
• AlFarraj,O. Alalwan,A.A. Obeidat,Z.M. Baabdullah,A. Aldmour, R. ve Al-Haddad, S.(2021).Examining the impact of influencers’credibility dimensions:attractiveness,trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy,31(3),355-374.
• Appel, G., Grewal, L., Hadi, R. ve Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48, 79–95. https://doi.org/10.1007/s11747-019-00695-1.
• Ashare, M. A. (2021). The impact of source credibility dimensions in influencer marketing: The role of attractiveness, trustworthiness and expertise on purchase intention. [Master’s thesis, Dublin Business School]. ProQuest Dissertations Publishing adrsinden alınmıştır.
• Avcı, İ. ve Yıldız, E. (2019). Fenomenlerin Güvenilirlik, Çekicilik Ve Uzmanlık Özelliklerinin Marka Tutumu, Satın Alma Niyeti Ve Elektronik Kulaktan Kulağa Pazarlama Üzerindeki Etkileri: Instagram Örneği. Kocaeli Üniversitesi Sosyal Bilimler Dergisi, 2(38), 85-107.
• Aw, E.C.X. ve Labrecque, L.I. (2020). Celebrity Endorsement İn Social Media Contexts: Understanding The Role Of Parasocial İnteractions And The Need To Belong. J. Consum. Mark. 37, 895–908.
• Babu, B. N.,Joseph, N.M. ve Aboobaker, N. (2024). Unveiling the impact of influencer attributes on purchase intention of Gen Z: The Moderating Role of Parasocial Interaction. Global Business Review.
• Baumgartner, H. ve Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13(2), 139-161.
• Bentler, P.M. (1990), Fit indexes, Lagrange multiples, constraint changes, and incomplete data in structural models. Multivariate Behavioral Research, Vol. 25 No. 2, 163-172.
• Bilben, R. ve Demirelli, A.E.(2024). Sağlık Çalışanlarında İş Stresi Ve Tükenmişliğin İşten Ayrılma Niyeti Üzerindeki Etkisinin Yapısal EşitlikModellemesi İleİncelenmesi,Yönetim Bilimleri Dergisi,23(55),143-174.
• Brown, W. J. ve Bocarnea, M. (2006). Celebrity-persona parasocial interaction scale. In L. A. Wenner (Ed.), Encyclopedia of celebrity culture . IGI Global , 309-312.
• Browne, M. W., ve Cudeck, R. (1992). Alternative Ways of Assessing Model Fit. Sociological Methods & Research, 21(2), 230–258.
• Byrne, B. M. (2010). Structural equation modeling with AMOS: Basic concepts, applications, and programming (2nd ed.). Routledge.
• Canoğlu, M., Öz, B. ve Yenilmez, G.(2021). Para-Sosyal Etkileşim, Markaya Yönelik Tutum Ve Satın Alma Niyeti: Video Bloggerlar Üzerine Bir İnceleme, Gençlik Araştırmaları Dergisi, Sayı 9,24, s. 138-167.
• Casaló, L. V., Flavián, C. ve Ibáñez-Sánchez, S. (2018). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519.
• Casaló, L. V., Flavián, C. ve Ibáñez-Sánchez, S. (2020). How to enhance user engagement through Instagram influencers. International Journal of Information Management, 54, 102155.
• Chaudhry, M., Mahmood, S., Aboalsamh, H. M. ve Khalil, T. (2023). Disclosing Instagram influencers’ advertising: The effect of source credibility cues on millennials’ behavioral intentions. IBIMA Business Review. https://doi.org/10.5171/2023.919062.
• Childers, C. ve Boatwright, B.C. (2020). Do Digital Natives Recognize Digital Influence? Generational Differences and Understanding of Social Media Influencers. Journal of Current Issues ve Research in Advertising, 42, 425–442.
• Colliander, J. ve Dahlén, M. (2011). Following the fashionable friend: The power of social media–Weighing publicity effectiveness of blogs versus online magazines. Journal of Advertising Research, 51(1), 313–320.
• Çağlıyan,V., Attar, M. ve Abdul-Kareem,A. (2020). Assessing the mediating effect of sustainable competitive advantage on the relationship between organisational innovativeness and firm performance. International Business Journal, 32, 618-639.
• Danacı, E. (2023). Sosyal Medyada Parasosyal Etkileşim Ve Algılanan Güvenilirliğin Tüketicilerin Satın Alma Niyetine Etkisinde Homofilinin Rolü. Pazarlama ve Pazarlama Araştırmaları Dergisi, (17),1, 39-76.
• De Veirman, M., Cauberghe, V. ve Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035.
• Djafarova, E. ve Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
• Doll, W. J., Xia, W. ve Torkzadeh, G. (1994). A confirmatory factor analysis of the end-user computing satisfaction ınstrument. MIS Quarterly, 18(4), 453–461.
• Dwiphala, G. A. ve Astuti, R. (2024). The role of source credibility and fairness on the effectiveness of influencer endorsement. International Journal of Business and Society. https://doi.org/10.33736/ijbs.6176.2024.
• Erdoğan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314. https://doi.org/10.1362/026725799784870379.
• Eskiler, E. ve Altunışık, R. (2021). The moderating effect of involvement in the relationship between customer behavioral intentions and its antecedents. 11(2), 1-12, 21582440211014495.
• Forbes Communications Council. (2017). What is influencer marketing and how can marketers use iteffectively?Forbes.ErişimAdresi.https://www.forbes.com/sites/forbescommunicationscouncil/2017/11/14/what-is-influencer-marketing-and-how-can-marketers-use-it-effectively/ adresinden alınmıştır.
• Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
• Freberg, K., Graham, K., McGaughey, K. ve Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92.
• Gefen, D. (2000). E-commerce: the role of familiarity and trust. The International Journal of Management Science, 28(6), 725-737.
• Gong, W., Zhang, L., Zhao, Y. ve Jiang, S. (2017). Tweeting to feel connected: A model for parasocial interaction on Twitter. Journal of Consumer Behaviour, 16(6), 707–719. https://doi.org/10.1002/cb.1661.
• Grafström, J. (2018).Influencer marketing and its effectiveness on social media (Yüksek lisans tezi,Umeå University). https://www.diva-portal.org/smash/record.jsf?pid=diva2%3A1216920 adresinden alınmıştır.
• Gunawan, D. D. ve K. H. Huarng. (2015). Viral effects of social network and media on consumers’ purchase intention. Journal of Business Research. 68,2237–2241.
• Gürbüz, S. ve Şahin, F. (2018). Sosyal bilimlerde araştırma yöntemleri felsefe yöntem analiz, 5.Baskı. Ankara: Seçkin Yayıncılık.
• Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2014). Multivariate data analysis (7th ed.). Pearson Education Limited.
• Hair, N., Clark, M. ve Shapiro, M. (2010). Toward a Classification System of Relational Activity in Consumer Electronic Communities: The Moderators’ Tale. Journal of Relationship Marketing, 9(1), 54–65.
• Hair Jr., J. F., Black,W.C., Babin, B.J ve Anderson, R.E. (1998). Multivariate Data Analysis. Englewood Cliffs, NJ: Prentice-Hall (2010).
• Hayes, A.F. (2018). Introduction to Mediation, Moderation, and Conditional Process Analysis, The Guılford Press, Second Edition, New York.
• Horton, D. ve Wohl, R. R. (1956). Mass communication and parasocial interaction. Psychiatry, 19(3), 215–229.
• Hooper, D., Coughlan, J. ve Mullen, M. R. (2008). Structural Equation Modelling: Guidelines for Determining Model Fit. The Electronic Journal of Business Research Methods, 6 (1), 53 - 60.
• Hovland, C. I. ve Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635–650. https://doi.org/10.1086/266350.
• Sheng, J. (2024). An exploration of the influence of online parasocial interaction and parasocial relationship on consumer behaviour. PhD thesis. https://theses.gla.ac.uk/84401/ adresinden alınmıştır.
• Hwang, K. ve Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155-173. https://doi.org/10.1016/j.chb.2018.05.029.
• Ki C‐W‘C’ ve Kim Y‐K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychol Mark. 1–18. https://doi.org/10.1002/mar.21244.
• Kim, H., Ko, E. ve Kim,J. (2015). SNS users' para-socialrelationships with celebrities: social media effects on purchase intentions, Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 25-3, 279-294.
• Kirmani, A., Hamilton, R. W., Thompson, D. V. ve Lantzy, S. (2017). Doing Well Versus Doing Good: The Differential Effect Of Underdog Positioning On Moral And Competent Service Providers. Journal Of Marketing, 81,103–117.
• Kline, R. B. (2016). Principles and practice of structural equation modeling (4th ed.). The Guilford Press. Canadian Studies in Population 45, no. 3–4 (Fall/Winter 2018), 188-195.
• Labrecque, LI (2014). Fostering consumer–brand relationships in social media environments: the role of parasocial interaction. Journal of Interactive Marketing 28(2): 134–148.
• Lee, J., Kim, H. ve Kim, M. (2013). Why do people share their context on social network sites? A qualitative study and the implications for social media marketing. International Journal of Human-Computer Studies, 71(9), 862-877.
• Lee, M. ve Lee, H. H. (2021). Social Media Photo Activity, İnternalization, Appearance Comparison, And Body Satisfaction: The Moderating Role Of Photo-Editing Behavior. Computers İn Human Behavior, 114.
• Lee, M. ve Lee, H.H.(2022).Do parasocial interactions and vicarious experiences in the beauty YouTube channels promote consumer purchase intention?.International Journal of Consumer Studies, 46(1),235-248.
• Lee, J. E. ve Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760.
• Leite, F. P. ve Baptista, P. de P. (2021). The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust. Journal of Marketing Theory and Practice, 29(3), 295–311. https://doi.org/10.1080/10696679.2021.1935275.
• Levy, M. R. (1979). Watching TV news as para‐social interaction. Journal of Broadcasting, 23(1), 69–80.
• Liu, M. T. ve Brock, J. L. (2011). Selecting a female athlete endorser in China: The effect of attractiveness, match-up, and consumer gender difference. European Journal of Marketing, 45(7/8), 1214–1235.
• Liu, M. T., Liu, Y. ve Zhang, L. L. (2019). Vlog and brand evaluations: The influence of parasocial interaction. Asia Pacific Journal of Marketing and Logistics, 31(2), 419–436.
• Lou, C. ve Kim, H. K. (2019). Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parasocial relationship in promoting purchase intentions on Instagram. Journal of Interactive Advertising, 19(1), 13–27.
• MacCallum, R. C., Browne, M. W. ve Sugawara, H. M. (1996). Power analysis and determination of sample size for covariance structure modeling. Psychological Methods, 1(2), 130–149.
• Maisyaroh, U. ve Soepatini (2024). The Effect of Celebrity-Product Congruence on Purchase Intention with Source Credibility and Para Social Relationship. The Effect of Celebrity-Product Congruence. 12(1), 511-521.
• Masuda, H., Han, S. H. ve Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social mediainfluencer marketing: Mediating roles of characterizations. Technological Forecasting ve Social Change, 174, 121246, 1-12.
• Meydan, C. H. ve Şeşen, H. (2011). Yapısal eşitlik modellemesi AMOS uygulamaları. Ankara: Detay Yayıncılık.
• Mishra, P. ve Datta, B. (2011). Perpetual asset management of customer-based brand equity-The PAM evaluator. Current Research Journal of Social Sciences, 3(1), 34-43.
• Munnukka, J., Uusitalo, O. ve Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182–192. https://doi.org/10.1108/JCM-11-2014-1221.
• Nafees, L., Stoddard, J. E., Nikolov, A. N. ve Cook, C. M. (2021). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2), 1-10.
• Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
• Olfat, M., Shokouhyar, S., Ahmadi, S. ve Ghaderi, S. M. M. (2023). Organizational members’ use of online social networks and their job satisfaction: A social cognitive perspective. Kybernetes, 52(1), 1–23.
• Osei-Frimpong, K., Donkor, G. ve Owusu-Frimpong, N. (2019). The impact of celebrity endorsement on consumer purchase intention: An emerging market perspective. Journal of Marketing Theory and Practice, 27(1), 103–121. https://doi.org/10.1080/10696679.2018.1534070.
• Önem, Ş. ve Selvi, M. S. (2024). Scale development on the effect of social media influencers on purchase intention. Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, 11(2), 819-836. Özer, M. (2022). Ünlü Güvenilirliği Modelinin Ünlülerle Kurulan Para-Sosya İlişki ve Ünlü-Benlik Bağlantısı Üzerindeki Rolü. Üçüncü Sektör Sosyal Ekonomi Dergisi, 57(2), 1153-1175.
• Park, G. ve Lee, B. (2021). Parasocial interactions with real and virtual influencers: The roles of congruence and credibility in influencer marketing. Computers in Human Behavior, 124, 106899.
• Phua, J., Jin, S.V. ve Kim, J. (2017). Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention. Telematics Informatics, 34, 412-424. https://doi.org/10.1016/j.tele.2016.06.004.
• Preacher, K. J. ve Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879–891.
• Qian, W. ve Mao, J. (2023). Exploring the Influential Factors of Personal Media Bloggers on Followers’ Continuous Following Intention Based on Relationship Marketing Theory.Behavioral Sciences, 13(5), 416.
• Maulidiyah, R., Salam, M., Jamil,M.H., Tenriawaru,A.N., Rahmadanih, Heliawaty, Ahmad Imam Muslim, Hamed Noralla Bakheet Ali, Ridwan, M. (2025). Determinants of potato farming productivity and success: Factors and findings from the application of structural equation modeling, Heliyon 11, e43026.
• Ross, C. (2025). Global influencer marketing value 2015 - 2025. Statista https://www.statista.com/statistics/1092819/global-influencer-market-size/ adresinden alınmıştır.
• Rubin, A.M., Perse, E.M. ve Powell, R.A. (1985). Loneliness, parasocial interaction, and local television viewing. Human Communication Research,12 (2), 155-180.
• Rubin, R. B. ve McHugh, M. P. (1987). Development of parasocial interaction relationships. Journal of Broadcasting ve Electronic Media, 31(3), 279–292. https://doi.org/10.1080/08838158709386664.
• Ryu, E. A. ve Han, E. (2021). Social Media Influencer’s Reputation: Developing and Validating a Multidimensional Scale. Sustainability, 13(2), 631, 1-18.
• Sarıoğlu, C. İ. (2023). Influencer Kaynak Güvenilirliği ve Marka Tutumunun Satın Alma Niyeti Üzerindeki Etkisi. İnsan ve Toplum Bilimleri Araştırmaları Dergisi,12(2),912-937.
• Sakib, M. N., Zolfagharian, M. ve Yazdanparast, A. (2020). Does parasocial interaction with weight loss vloggers affect compliance? The role of vlogger characteristics, consumer readiness, and health consciousness. Journal of Retailing and Consumer Services, 52, 101733. https://doi.org/10.1016/j.jretconser.2019.01.002.
• Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
• Segars, A. H. ve Grover, V. (1993). Re-examining perceived ease of use and usefulness: A confirmatory factor analysis. MIS Quarterly, 517-525.
• Sharma, M. ve Jha, S. (2024). The relevance of source credibility theory on purchase intention: A systematic review. Asia Pacific Journal of Marketing and Logistics. 1-25. www.ijfmr.com adresinden alınmıştır.
• Sokolova, K. ve Kefi.H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011.
• Stein, J. P., Linda Breves, P. ve Anders, N. (2022). Parasocial İnteractions With Real And Virtual İnfluencers: The Role Of Perceived Similarity And Human-Likeness. New Media ve Society. 26(6):3433-3453.
• Su, B.-C.; Wu, L.-W.; Chang, Y.-Y.-C.; Hong, R.-H. (2021). Influencers on Social Media as References: Understanding the Importance of Parasocial Relationships. Sustainability, 13, 10919.
• Subramaniam, M., Taylor, N. G., Jean, B., Follman, R., Kodama, C. ve Casciotti, D. (2015). As Simple as That? Tween Credibility Assessement in a Complex Online World. Journal of Documentation, 71(3), 550-571.
• Till, B. D. ve M. Busler. (2000). The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs. Journal of Advertising 29, 3, 1-13.
• Van den Bulte, C. ve Joshi, Y. V. (2007). New-product diffusion with influentials and imitators. Marketing Science, 00(0), 1–23. https://doi.org/10.1287/mksc.1060.0224.
• Verma, D. ve Dewani, P. P. (2021). eWOM Credibility: a Comprehensive Framework and Literature Review. Online Information Review, 45(3), 481-500.
• Wang, C. L. (2021). New Frontiers and Future Directions in Interactive Marketing: Inaugural Editorial. Journal of Research in Interactive Marketing, 15, 1-9. https://doi.org/10.1108/JRIM-03-2021-270.
• Wang, C.L. (2024). Editorial– What is an interactive marketing perspective and what are emerging research areas?. Journal of Research in Interactive Marketing, 18 (2), 161-165.
• Weismüller, J., Harrigan, P., Wang, S. ve Soutar, G. N. (2020). Influencer endorsements: How source credibility and social media sponsorship disclosure affect consumer purchase intention. Journal of Retailing and Consumer Services, 54, 102035. https://doi.org/10.1016/j.jretconser.2019.102035.
• Yılmaz, V. ve Dalbudak, İ.Z. (2018). Aracı değişken etkisinin incelenmesi: Yüksek hızlı tren işletmeciliği üzerine bir uygulama. Uluslararası Yönetim İktisat ve İşletme Dergisi, 14(2), 458–471.
• Yılmazdoğan, O. C., Doğan, R. Ş. ve Altıntaş, E. (2021). The impact of the source credibility of Instagram influencers on travel intention: The mediating role of parasocial interaction. Journal of Vacation Marketing, 27(3), 299-313.
• Yi, J. (2023). Influencer marketing and parasocial relationships. University of California, Santa Barbara Undergraduate Research and Creative Activities Journal, 4. https://escholarship.org/uc/item/2fc2v1tr.
• Yuan, S. ve Lou, C. (2020). How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest. Journal of Interactive Advertising, 20, 133-147.