An Investigation into the Impact of Influencers Producing Technological Content on Instagram on Customers' Purchasing Decisions

Abstract

Nowadays, social media influencers play a significant role in the world of marketing. Social media influencers reach large audiences by producing content on social media platforms, and they exert considerable impact on these audiences. The literature suggests that social media users form parasocial relationships, and these relationships develop based on the influencer's characteristics, such as attractiveness, expertise, credibility, and similarity. It has also been proven in various studies that social media influencers have a strong effect on increasing the purchasing intentions of their followers. In this study, the effects of social media influencers on parasocial relationships and the purchasing intentions of their followers were examined. The research was conducted among Instagram users in Turkey, and the data were collected using a survey method. The survey included statements aimed at measuring elements such as parasocial relationships, attractiveness, expertise, credibility, and similarity. Because of the data analysis, it was found that characteristics such as influencers' attractiveness and expertise strengthen parasocial relationships, and these relationships positively influence followers' purchasing intentions. Additionally, the perception of fairness also had a significant impact on these relationships. These findings suggest that social media influencers can be an effective tool in marketing strategies.