Özet:

The research aims to reveal the relationship between the perceived popularity, specialty, and reliability of social media influencers and the homophily attitude of the followers, their money-social interaction, and the intention to buy a product. A descriptive survey model, one of the quantitative research methods, was used in the research. A research model was developed to show the relationship between variables within the framework of the literature review. Data were collected from 390 people by online survey method with a convenience sampling method. Possible cause and effect relationships among all variables were tested using structural equation modeling. As a result of the analysis, first of all; It has been determined that homophobia between influencers and followers positively affects the purchase intention of the followers. Second, hemophilia between influencers and followers was found to positively influence perceived popularity by followers. Third, influencers' reliability has been found to positively influence followers' perceived credibility. All these findings were discussed with similar studies in the literature. Finally, the research ended with suggestions for practitioners and suggestions for future research.

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