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Journals / Toplumsal Politika Dergisi / 2026 / Sayı: 2

Evaluation of Trust in Instagram Content Creators in the Context of Decision-Making and Purchasing Behaviors

Instagramdaki İçerik Üreticilerine Duyulan Güvenin Karar Verme ve Satın Alma Davranışları Bağlamında Değerlendirilmesi

İlknur Paksoy(İSTANBUL SABAHATTİN ZAİM ÜNİVERSİTESİ)0009-0005-2108-0091
Pages
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Publication Date
2026-09-18
DOI
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AI Summary & Key Takeaways

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

As a result, it is concluded that trust in content creators plays a determining role in consumers’ decision-making and purchasing processes.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:With the widespread use of social media platforms, content creators (influencers) have come to play an important role in consumers’ information-seeking, decision-making, and purchasing processes.
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Key Findings & Data:Instagram, in particular, enables content creators to establish close relationships with their followers due to its visual and interaction-oriented structure.
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Conclusion & Impact:As a result, it is concluded that trust in content creators plays a determining role in consumers’ decision-making and purchasing processes.
🔬Design:Review & Systematic Survey
📍Scope:Comprehensive Sample
⚙️Variables:Instagram · İçerik üreticisi · Influencer pazarlaması

Abstract

With the widespread use of social media platforms, content creators (influencers) have come to play an important role in consumers’ information-seeking, decision-making, and purchasing processes. Instagram, in particular, enables content creators to establish close relationships with their followers due to its visual and interaction-oriented structure. The aim of this study is to examine, within the framework of the literature, the effect of trust in content creators on Instagram on consumers’ decision-making and purchasing behaviors. In the study, Instagram and influencer marketing are first discussed, followed by an evaluation of the factors affecting trust in content creators. Finally, the effects of trust on purchase intention, purchase decision, and post-purchase behaviors are discussed. The studies reviewed indicate that trust is a key factor that enhances the influence of content creators on consumer behavior. As a result, it is concluded that trust in content creators plays a determining role in consumers’ decision-making and purchasing processes.

Özet

Sosyal medya platformlarının yaygınlaşmasıyla birlikte içerik üreticileri (influencerlar), tüketicilerin bilgi edinme, karar verme ve satın alma süreçlerinde önemli bir role sahip olmuştur. Özellikle Instagram, görsel ve etkileşim odaklı yapısı sayesinde içerik üreticilerinin takipçileriyle yakın ilişkiler kurmasına olanak sağlamaktadır. Bu çalışmanın amacı, Instagram’daki içerik üreticilere duyulan güvenin tüketicilerin karar verme ve satın alma davranışları üzerindeki etkisini literatür çerçevesinde incelemektir. Çalışmada öncelikle Instagram ve influencer pazarlaması ele alınmış, ardından içerik üreticilerine duyulan güveni etkileyen faktörler değerlendirilmiştir. Son olarak güvenin satın alma niyeti, satın alma kararı ve satın alma sonrası davranışlar üzerindeki etkileri tartışılmıştır. İncelenen çalışmalar, güvenin içerik üreticilerinin tüketici davranışları üzerindeki etkisini artıran temel unsur olduğunu göstermektedir. Sonuç olarak içerik üreticilerine duyulan güvenin, tüketicilerin karar verme ve satın alma süreçlerinde belirleyici bir rol oynadığı görülmüştür.

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Cite This Article

Paksoy, İ. (2026). Evaluation of Trust in Instagram Content Creators in the Context of Decision-Making and Purchasing Behaviors. Toplumsal Politika Dergisi, Sayı: 2. https://ajindex.com/articles/1553441

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