Abstract:

The fact that social media has become a part of our lives has made it inevitable for marketing to take an active part in these platforms. In social applications such as Instagram, Facebook and Twitter, it has led to an increase in the number of influencer (internet phenomenon) in areas such as make-up and personal care, clothing, personal development, and healthy products. This study was conducted on the influencers who are promoting healthy baby products in the mother-baby category on Instagram. The aim of the study is to examine the mediating role of brand trust in the effect of source credibility of influencer on purchasing intention in the mother-baby category. The questionnaire form prepared for this purpose was applied to 650 mothers with children between the ages of 0 -7. In the research, the effects of the dimensions included in the influencer's source credibility scale on the purchase intention are measured separately. The research model was analyzed using structural equation modeling (SEM), LISREL and SPSS programs. Regarding the results of the research, it has been determined that there is moderator role of brand trust in the effect of source reliability of influencer on purchasing intention. Also, it has been found that resource credibility has an effect on brand trust.

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