The Mediating Role of Brand Trust between Influencer Credibility and Purchase Intention of Mother Consumers: A Path Analysis

Sena Altın

Makale detayları

The Mediating Role of Brand Trust between Influencer Credibility and Purchase Intention of Mother Consumers: A Path Analysis

Yazarlar:

Sena Altın

Yayıncı:

Ahmet Arif EREN

Ana Başlıklar:

İşletme

Dergi:

Fiscaoeconomia Vol.8 Issue 2, pp.441-458

Belge Tipi:

Makale

Yayın Tarihi:

5/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001317931

pISSN:

2564-7504

Anahtar kelimeler:

Özet:

 In the rapidly evolving dynamics of the digital age, social media platforms have a profound and decisive influence on consumer behavior. Accordingly, the main objective of the study is to understand the factors affecting the purchasing decisions of mothers. In this context, we focus on the mediating role of brand trust in the relationship between influencer credibility and purchase intention. Based on a theoretical framework, the study seeks to answer the question, Does brand trust play a mediating role in the relationship between influencer credibility and purchase intention? Within the scope of the research, data were collected by the questionnaire method, and the research group was determined by criterion sampling method and consisted of 453 female consumers aged 24-45 with certain criteria in the 0-3 age range. Descriptive statistics were used to evaluate the data and path analysis of structural equation modelling was used to test the hypotheses. The findings showed that there is a significant and positive relationship between influencer credibility and brand trust. It has been determined that each point increase has a significant relationship between the increase in influencer credibility and brand trust with a 95 confidence interval of 0.596 p0.05. In addition to being related to brand trust, influencer credibility was also found to have a significant relationship with consumers purchase intention at a 99 confidence interval of 0.171 p0.01. The results reveal that mothers trust in influencers and trust in the brands promoted by influencers are important when purchasing baby and childrens products. In addition, it has been observed that womens trust in influencers increases product purchase intention through trust in the brand.

 In the rapidly evolving dynamics of the digital age, social media platforms have a profound and decisive influence on consumer behavior. Accordingly, the main objective of the study is to understand the factors affecting the purchasing decisions of mothers. In this context, we focus on the mediating role of brand trust in the relationship between influencer credibility and purchase intention. Based on a theoretical framework, the study seeks to answer the question, Does brand trust play a mediating role in the relationship between influencer credibility and purchase intention? Within the scope of the research, data were collected by the questionnaire method, and the research group was determined by criterion sampling method and consisted of 453 female consumers aged 24-45 with certain criteria in the 0-3 age range. Descriptive statistics were used to evaluate the data and path analysis of structural equation modelling was used to test the hypotheses. The findings showed that there is a significant and positive relationship between influencer credibility and brand trust. It has been determined that each point increase has a significant relationship between the increase in influencer credibility and brand trust with a 95 confidence interval of 0.596 p0.05. In addition to being related to brand trust, influencer credibility was also found to have a significant relationship with consumers purchase intention at a 99 confidence interval of 0.171 p0.01. The results reveal that mothers trust in influencers and trust in the brands promoted by influencers are important when purchasing baby and childrens products. In addition, it has been observed that womens trust in influencers increases product purchase intention through trust in the brand.

 In the rapidly evolving dynamics of the digital age, social media platforms have a profound and decisive influence on consumer behavior. Accordingly, the main objective of the study is to understand the factors affecting the purchasing decisions of mothers. In this context, we focus on the mediating role of brand trust in the relationship between influencer credibility and purchase intention. Based on a theoretical framework, the study seeks to answer the question, Does brand trust play a mediating role in the relationship between influencer credibility and purchase intention? Within the scope of the research, data were collected by the questionnaire method, and the research group was determined by criterion sampling method and consisted of 453 female consumers aged 24-45 with certain criteria in the 0-3 age range. Descriptive statistics were used to evaluate the data and path analysis of structural equation modelling was used to test the hypotheses. The findings showed that there is a significant and positive relationship between influencer credibility and brand trust. It has been determined that each point increase has a significant relationship between the increase in influencer credibility and brand trust with a 95 confidence interval of 0.596 p0.05. In addition to being related to brand trust, influencer credibility was also found to have a significant relationship with consumers purchase intention at a 99 confidence interval of 0.171 p0.01. The results reveal that mothers trust in influencers and trust in the brands promoted by influencers are important when purchasing baby and childrens products. In addition, it has been observed that womens trust in influencers increases product purchase intention through trust in the brand.

 Dijital çağın hızla evrilen dinamiklerinde, sosyal medya platformları tüketici davranışları üzerinde derin ve belirleyici bir etkiye sahiptir. Buna bağlı olarak çalışmanın ana hedefi, annelerin satın alma kararlarını etkileyen unsurları anlamaktır. Bu kapsamda, influencer güvenilirliği ile satın alma niyeti arasındaki ilişkide marka güveninin aracı rolünü odak noktasına alınmıştır. Teorik bir çerçeve üzerine kurulu olarak, influencer güvenilirliği ile satın alma niyeti arasındaki ilişkide marka güveni aracı bir rol mü oynuyor? sorusuna yanıt aramıştır. Araştırma kapsamında anket yöntemiyle veri toplanmış olup, araştırma grubu ölçüt örnekleme yöntemiyle belirlenmiş olup 0-3 yaş aralığında belirli ölçütlere sahip 24-45 yaş aralığında 453 kadın tüketiciden oluşmaktadır. Verilerin değerlendirilmesinde betimsel istatistiklerden ve hipotezlerin test edilmesinde ise yapısal eşitlik modellemesinin yol analizinden faydalanılmıştır. Bulgular, influencer güvenilirliği ile marka güveni arasında belirgin ve olumlu bir ilişki olduğunu göstermiştir. Her bir puanlık artışın, influencer güvenilirliğinde 95 güven aralığında 0,596 p0,05 artışla marka güveni arasında anlamlı bir ilişki taşıdığı tespit edilmiştir. Ayrıca, influencer güvenilirliğinin marka güveniyle ilişkili olmasının yanı sıra, tüketicilerin satın alma niyetiyle de 99 güven aralığında 0,171 p0,01 anlamlı bir ilişki taşıdığı görülmüştür. Sonuçlar, annelerin bebek-çocuk ürünlerini satın alırken influencerlara duydukları güvenin ve influencerlerin tanıttığı markalara olan güvenin önemli olduğunu ortaya koymaktadır. Ayrıca, kadınların influencerlara güvenmelerinin markaya duyulan güven aracılığıyla ürün satın alma niyetini artırdığı gözlemlenmiştir.

Makale detayları

The Mediating Role of Brand Trust between Influencer Credibility and Purchase Intention of Mother Consumers: A Path Analysis

Yazarlar:

Sena Altın

Yayıncı:

Ahmet Arif EREN

Ana Başlıklar:

İşletme

Dergi:

Fiscaoeconomia Vol.8 Issue 2, pp.441-458

Belge Tipi:

Makale

Yayın Tarihi:

5/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001317931

pISSN:

2564-7504

Brand Trust

Influencer Marketing

Purchase Intention

Influencer Credibility

Mother ConsumersMarka Güveni

Influencer Pazarlama

Satın Alma Niyeti

Influencer Güvenilirliği

Anne Tüketiciler

Sayı

Makale detayları

Yazarlar: Sena Altın

Yayıncı: Ahmet Arif EREN

Ana Başlıklar: İşletme

Dergi: Fiscaoeconomia Vol.8 Issue 2, pp.441-458

Belge Tipi: Makale

Yayın Tarihi: 5/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001317931

pISSN: 2564-7504

Sayı

Yazarlar:

Sena Altın

Yayıncı:

Ahmet Arif EREN

Ana Başlıklar:

İşletme

Dergi:

Fiscaoeconomia Vol.8 Issue 2, pp.441-458

Belge Tipi:

Makale

Yayın Tarihi:

5/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001317931

pISSN:

2564-7504