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Journals / Acta Infologica / 2026 / Volume: 9 Issue: 1

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

Kamil Çelik(Bartın University, Faculty of Economics and Administrative Sciences, Department of Management Information Systems)0000-0002-4530-1048
Ahmet Taş(Gümüşhane University, Siran Dursun Keleş Health Services Vocational School, Department of Pharmacy Services)0000-0002-1444-6068
Pages
—
Publication Date
2025-06-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

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.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Nowadays, social media influencers play a significant role in the world of marketing.
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Key Findings & Data:Additionally, the perception of fairness also had a significant impact on these relationships.
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Conclusion & Impact: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.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Social Media Influencers · Purchase Intention · Social Media Communication

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.

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Cite This Article

Çelik, K., Taş, A. (2025). An Investigation into the Impact of Influencers Producing Technological Content on Instagram on Customers’ Purchasing Decisions. Acta Infologica, Volume: 9 Issue: 1. https://doi.org/10.26650/acin.1566305

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