Özet:

The studies on social media as a communication and marketing tool typically focus on attitudes towards social media. However, there are limited studies that focused on variables such as influencer credibility (IC), brand credibility (BC), and the attitude towards social media marketing activities (SMMA). The trust badge or the blue tick icon given by the relevant platforms owned by the influencers can affect the behavior of the customers. Brands can carry out promotional activities directly from their accounts on social media platforms or indirectly via influencer accounts. BC and IC can be decisive to customers’ attitude. In this study, within the framework of four different scenarios, IC (low/high), BC (low/high) and the effects of these two variables on brand awareness, attitude towards the brand, perceived brand value and brand purchase intention where the customers’ attitude towards SMMA is a control variable examined. Research data collected from 308 participants by simple random sampling method and analyzed by two-way MANCOVA. Results show that BC and IC levels in social media content affect brand awareness, attitude towards the brand, perceived brand value, brand purchase intention. It concluded that customers’ attitudes towards SMMA also play an important role in their attitude towards the brand.

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