Abstract:

The field of marketing is undergoing major changes with the proliferation of social media usage in all areas of life. Influencer marketing has become a very popular marketing field as a result of the interactions and recommendations made by social media influencers. Influencer marketing has gained new momentum with the introduction of the metaverse concept into our lives, and in addition to classic influencers, "avatar" influencers have emerged. The aim of this study is to investigate the effects of avatar influencers on purchase intention in Turkey for the present and future periods. The field of marketing is undergoing major changes with the proliferation of social media usage in all areas of life. Influencer marketing has become a very popular marketing field as a result of the interactions and recommendations made by social media influencers. Influencer marketing has gained new momentum with the introduction of the metaverse concept into our lives, and in addition to classic influencers, "avatar" influencers have emerged. The aim of this study is to investigate the effects of avatar influencers on purchase intention in Turkey for the present and future periods. Within the scope of the study, an online survey was prepared including the concepts in research model and a video link introducing avatar influencers specially prepared for this study. In this direction, data were collected from 644 consumers via social media platforms (Telegram, Instagram, LinkedIn) and face-to-face questionnaires. The data of 390 participants who actively follow influencers were included in the analyses. The findings showed that none of the characteristics (expertise, similarity and attractiveness) of avatar influencers had a significant effect on purchase intention. However, it was determined that attitude towards influencer significantly and positively affected purchase intention and purchase intention positively affected WOM through loyalty.

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