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Journals / Uluslararası İktisadi ve İdari Bilimler Dergisi / 2025 / Cilt: 11 Sayı: 2

The Impact Of Influencer Marketing On Brand Awareness And Purchase Intention: Analyzing the Moderating Effects of Trustworthiness and Expertise

Influencer Pazarlamasının Marka Farkındalığı ve Satın Alma Niyetine Etkisi: Güvenilirlik ve Uzmanlığın Moderatör Etkisi Analizi

Abdul Qaher Amiri(ANTALYA BİLİM ÜNİVERSİTESİ)0009-0008-2808-1531
Cem Karayalçın(ANTALYA BILIM UNIVERSITY)0000-0002-0847-8020
Pages
151–167
Publication Date
2025-12-26
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AI Summary & Key Takeaways

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

Using a quantitative approach and data from young consumers in Turkey, the findings indicate that influencer marketing significantly impacts both brand awareness and purchase intention.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study examines the effect of influencer marketing on brand awareness and purchase intention; with a focus on the moderating role of influencer trustworthiness and expertise.
📊
Key Findings & Data:Using a quantitative approach and data from young consumers in Turkey, the findings indicate that influencer marketing significantly impacts both brand awareness and purchase intention.
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Conclusion & Impact:Overall, the results highlight the central importance of trustworthiness in shaping consumer responses and underline the role of influencer marketing in building and maintaining brand awareness and encouraging purchase intentions.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:Influencer pazarlaması · marka farkındalığı · satın alma niyeti

Abstract

This study examines the effect of influencer marketing on brand awareness and purchase intention; with a focus on the moderating role of influencer trustworthiness and expertise. Using a quantitative approach and data from young consumers in Turkey, the findings indicate that influencer marketing significantly impacts both brand awareness and purchase intention. Moderation analysis shows that influencer trustworthiness strengthens the effects of influencer marketing on the related variables, whereas influencer expertise does not exert a moderating influence. Overall, the results highlight the central importance of trustworthiness in shaping consumer responses and underline the role of influencer marketing in building and maintaining brand awareness and encouraging purchase intentions.

Özet

Bu çalışma, influencer pazarlamasının marka farkındalığı ve satın alma niyeti üzerindeki etkisini; influencer güvenilirliğinin ve uzmanlığının moderatör rolüne odaklanarak incelemektedir. Nicel bir yaklaşım ile Türkiye'deki genç tüketicilerden toplanan veriler doğrultusunda elde edilen bulgular, influencer pazarlamasının hem marka farkındalığını hem de satın alma niyetini önemli ölçüde etkilediğini göstermektedir. Moderatör analiz sonucu, influencer güvenilirliğinin influencer pazarlamasının ilgili değişkenler üzerindeki etkilerini güçlendirdiğini, ancak influencer uzmanlığının moderatör bir etkiye sahip olmadığını göstermektedir. Genel olarak, sonuçlar tüketici tepkilerini şekillendirmede güvenilirliğin merkezi önemini vurgulamakta ve influencer pazarlamasının marka farkındalığı oluşturma ve sürdürme ile satın alma niyetini teşvik etmedeki rolünün altını çizmektedir.

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Cite This Article

Amiri, A. Q., Karayalçın, C. (2025). The Impact Of Influencer Marketing On Brand Awareness And Purchase Intention: Analyzing the Moderating Effects of Trustworthiness and Expertise. Uluslararası İktisadi ve İdari Bilimler Dergisi, Cilt: 11 Sayı: 2, 151–167. https://doi.org/10.29131/uiibd.1826144

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