Özet:

In this study, it is aimed to determine the effects of the visual and verbal contents of the Instagram influencers in relation to any brand, on brand switching, brand attitude and the intention of electronic word of mouth marketing. The research sample was identified as Instagram users between the ages of 18 and 38, known as the Y Generation. An online questionnaire form was applied to 520 participants between 15.11.2018 and 22.11.2018. However, 484 questionnaires were included in the analysis because some participants did not use Instagram and some questionnaires were incomplete and incorrect. The obtained data were analyzed with SPSS 21 and Structural Equation Model (AMOS 24) and it was concluded that the visual content sharing of Instagram influencers had positive effect on brand attitude, brand switching and electronic word of mouth marketing. Vverbal contents had a positive effect on brand attitude and electronic word of mouth marketing but had no significant effect on brand switching.