A The Effect of Instagram Influencers on Young Adults' Intention to Purchase Clothes
DOI:
https://doi.org/10.5281/zenodo.14356689Keywords:
Clothing purchase intention, Parasocial interaction, Trust, Instagram influencers, PLS- SEMAbstract
Social media (SM) platforms have become a platform where both young people and companies spend most of their time in purchasing processes. Especially in the last 10 years, with SM influencers playing an active role in purchasing, companies have started to prefer using SM instead of traditional media, and consumers have turned to online platforms to make purchases. The contribution of influencers to the purchasing process through platforms is quite high, especially among young consumers. The aim of the study is to determine the effect of SM influencers on the clothing purchase intentions of young adults of various age ranges living in Turkey. The data were collected through an online questionnaire designed with the Google form tool, and the hypotheses were tested with partial least squares structural equation modelling (PLS-SEM). According to the results obtained from the study, clothes advertised by influencers increase the purchase intentions of their followers. Trust is an important factor in purchasing products through SM. In this study, trust in the influencer affects the intention to purchase clothes. In the study, it was also found that the physical attractiveness of the influencers did not have any effect on product purchase intention. The influence of Instagram influencers on the purchase process has an indirect effect between parasocial interaction and purchase intention. In the study, it was also concluded that consumers are also affected by the advertisements on Instagram in the process of purchasing clothes. For this reason, the study also includes findings that will be of interest to researchers working on marketing research.
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