Abstract:

The aim of this study is to determine the role of emotional ınvolvement and source reliability factors in the effect of micro-celebrities that produce Instagram content on brand preference. An online survey of consumers watching Instagram content of micro-celebrities is used to investigate hypotheses. A total of 366 micro-celebrity followers were reached for analysis. Structural equation modeling approach was used to explore the relationships in the model. The findings reveal that the role of emotional ınvolvement and source reliability factors in the effect of micro-celebrities producing Instagram content on brand preference is important. The research introduces the factors that affect brand preference at different levels and expands previous research on this subject. The findings of the research will help marketing managers and brands in choosing the micro-celebrities to collaborate with brands on the Instagram platform.

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