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Journals / Uluslararası Ekonomi İşletme ve Politika Dergisi / 2026 / Cilt: 10 Sayı: 1

Trust Perception and The Halo Effect in Shaping Purchase Intention and Brand Advocacy: A Parasocial Interaction Perspective

Satın Alma Niyeti ve Marka Savunuculuğunun Şekillenmesinde Güven Algısı ve Halo Etkisi: Parasosyal Etkileşim Perspektifi

Fatih Yörükoğlu(KARABÜK ÜNİVERSİTESİ)0000-0002-7610-2375
Mehmet Gökerik(KARABÜK ÜNİVERSİTESİ, İŞLETME FAKÜLTESİ)0000-0002-0827-5805
Pages
37–58
Publication Date
2026-04-10
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AI Summary & Key Takeaways

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

The results contribute to the influencer marketing literature by revealing that consumer behavior is shaped by social dimensions beyond individual benefit.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Consumer behavior in the digital marketing ecosystem is shaped by psychological processes such as trust perception, the halo effect, and parasocial interaction.
📊
Key Findings & Data:The findings show that trust perception and the halo effect significantly increase parasocial interaction, which in turn strengthens purchase intention and brand advocacy.
💡
Conclusion & Impact:The results contribute to the influencer marketing literature by revealing that consumer behavior is shaped by social dimensions beyond individual benefit.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Parasosyal Etkileşim · Halo Etkisi · Tüketici Güveni

Abstract

Consumer behavior in the digital marketing ecosystem is shaped by psychological processes such as trust perception, the halo effect, and parasocial interaction. One-way yet emotionally intense relationships established through influencers on social media transform consumers' attitudes toward brands and exert powerful effects on both purchase intent and brand advocacy. This study examines the effect of trust perception and the halo effect on consumer behavior through parasocial interaction. Survey data were analyzed using structural equation modeling, and all hypotheses were supported. The findings show that trust perception and the halo effect significantly increase parasocial interaction, which in turn strengthens purchase intention and brand advocacy. Furthermore, purchase intention was found to have a direct positive effect on brand advocacy. The results contribute to the influencer marketing literature by revealing that consumer behavior is shaped by social dimensions beyond individual benefit.

Özet

Dijital pazarlama ekosisteminde tüketici davranışları, güven algısı, halo etkisi ve parasosyal etkileşim gibi psikolojik süreçlerle şekillenmektedir. Sosyal medyada influencer’lar aracılığıyla kurulan tek yönlü ancak duygusal yoğunluğu yüksek ilişkiler, tüketicilerin markalara yönelik tutumlarını dönüştürmekte ve hem satın alma niyeti hem de marka savunuculuğu üzerinde güçlü etkiler yaratmaktadır. Bu çalışmada, güven algısı ve halo etkisinin parasosyal etkileşim aracılığıyla tüketici davranışlarına etkisi incelenmiştir. Anket verileri yapısal eşitlik modellemesiyle analiz edilmiş ve tüm hipotezler desteklenmiştir. Bulgular, güven algısı ve halo etkisinin parasosyal etkileşimi anlamlı biçimde artırdığını; bu etkileşimin ise satın alma niyetini ve marka savunuculuğunu güçlendirdiğini göstermektedir. Ayrıca satın alma niyetinin marka savunuculuğu üzerinde doğrudan pozitif bir etkisi bulunmuştur. Sonuçlar, tüketici davranışlarının bireysel faydanın ötesinde sosyal boyutlarla da şekillendiğini ortaya koyarak influencer pazarlaması literatürüne katkı sağlamaktadır.

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Cite This Article

Yörükoğlu, F., Gökerik, M. (2026). Trust Perception and The Halo Effect in Shaping Purchase Intention and Brand Advocacy: A Parasocial Interaction Perspective. Uluslararası Ekonomi İşletme ve Politika Dergisi, Cilt: 10 Sayı: 1, 37–58. https://doi.org/10.29216/ueip.1790480

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