Abstract:

Companies collaborate to reach their target audience by focusing on influencer people who will affect consumers through the influencer marketing approach, the rate of which is rapidly increasing with social media platforms. In the study, it is aimed to examine the effects of attractiveness, trustworthiness and expertise characteristics of influencer on behavioral intention dimensions on repurchase, word of mouth and willingness to pay more. The population of the research is determined as people using social media platforms and convenience sampling method is used. Data analysis is performed on a sample of 356 people. The research hypotheses are evaluated with the structural equation model. SPSS 22 and LISREL 8.7 programs are used in data analysis. In the hypothesis test results, it is determined that attractiveness has a positive effect on repurchase, word of mouth and willingness to pay more, while trustworthiness only has an effect on word of mouth. The effect of expertise on behavioral intentions is not statistically significant.

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