Özet:

This research aims to understand and explain how Instagram user mothers benefit from influencer mot-hers, who are an e-word of mouth marketing resource, in their consumption decisions. In this research, which was designed with a qualitative research methodology, a case study was used. Criterion sampling, which is one of the purposeful sampling types, was used to determine the participants. Accordingly, the participants; It consists of 20 women with children aged 0-3, using Instagram actively and following at least one phenomenon mother. Data were collected through semi-structured interviews with the participants. Content analysis approach was used in the analysis of the data. According to the results of the research; It is revealed that mothers benefit from heuristic and systematic cues in their consumption decisions, alt-hough heuristic cues predominate. Accordingly, the heuristic cues that Instagram users use in their consumption decisions are; trust in the sharing of the source, perceived level of expertise, similarity with the mother's lifestyle and likability. Heuristic cues play a role in mothers' adoption of knowledge obtained through e-WOM and their purchase intentions. The argument quality of the message presented by the source, on the other hand, shapes the consumption decisions of mothers as a systematic cue. It is understood that involvement and level of knowledge also lead mothers to seek systematic cues.

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