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Are Social Media Influencers' Posts or Consumer Reviews More Trustworthy? Examining Consumers' Purchase Behaviour

Year 2025, Volume: 26 Issue: 3, 495 - 515, 25.07.2025

İlknur Saral

https://doi.org/10.37880/cumuiibf.1673391

Abstract

Consumer reviews shared about a product on the internet or posts by social media influencers can have an impact on consumer purchasing behaviours. In today's competitive environment, with the advancement of technology, consumers may have doubts about whether consumer reviews are being manipulated by businesses. Similarly, distrust of social media influencers can be perceived by consumers as a commercial collaboration and brand advocacy that does not reflect reality. In this context, the study aimed to determine the effects of trust in social media influencers and consumer reviews on consumers' purchasing behaviours, and the effects of the commercial orientation of social media influencers' posts and suspicion of manipulation about consumer reviews on the internet on trust. A quantitative approach was adopted in the research and relational and descriptive analysis methods were applied in the research design. An online structured survey form was prepared within the scope of the survey method. 443 consumers who had previously shopped online were reached online and data was obtained. In the SmartPLS program, the reliability and validity of the data and the hypothesis tests of the study were evaluated within the scope of partial least squares structural equation. According to the results of the study, it was determined that as the commercial orientation of social media influencers' posts increases, trust in social media influencers decreases. In addition, it was determined in the study that as consumers' trust in social media influencers increases, their purchasing behaviours towards the posts of these influencers also increase. As the suspicion of manipulation towards consumer reviews increases, it is understood that trust in consumer reviews decreases. However, as trust in consumer reviews increases, purchasing behaviour towards consumer reviews also increases. Consumers find consumer reviews more trustworthy than social media influencers and are more influenced by consumer reviews in their purchasing behaviour. This study extends the influencer marketing literature by examining consumers’ trust and purchasing behaviour in terms of the commercial orientation of social media influencers’ posts and suspicion of manipulation in consumer reviews.

Keywords

Social Media Influencers Consumer Reviews Trust Suspicion of Manipulation Commercial Orientation

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Sosyal Medya Etkileyicilerinin Paylaşımları mı Yoksa Tüketici Yorumları mı Daha Güvenilir? Tüketicilerin Satın Alma Davranışlarının İncelenmesi

Year 2025, Volume: 26 Issue: 3, 495 - 515, 25.07.2025

İlknur Saral

https://doi.org/10.37880/cumuiibf.1673391

Abstract

İnternet ortamında bir ürünle ilgili paylaşılan tüketici yorumları ya da sosyal medya etkileyicilerin paylaşımları tüketici satın alma davranışları üzerinde etkili olabilmektedir. Günümüz rekabet ortamında teknolojinin de ilerlemesi ile birlikte işletmeler tarafından tüketici yorumlarına manipülasyon yapıldığı hakkında tüketiciler şüphe duyabilmektedir. Aynı şekilde, sosyal medya etkileyicilerine olan güvensizlik tüketiciler tarafından ticari bir iş birliği ve gerçeği yansıtmayan bir marka savunuculuğu olarak algılanabilmektedir. Bu doğrultuda, çalışmada tüketicilerin satın alma davranışlarında sosyal medya etkileyicilerine ve tüketici yorumlarına olan güvenin, güven üzerinde ise sosyal medya etkileyicilerin paylaşımlarının ticari yöneliminin ve internetteki tüketici yorumları hakkındaki manipülasyon şüphesinin etkilerini tespit etmek amaçlanmıştır. Araştırmada nicel bir yaklaşım benimsenmiş ve araştırma tasarımında ilişkisel ve tanımlayıcı analiz yöntemleri uygulanmıştır. Gözatım yöntemi kapsamında çevrimiçi yapılandırılmış bir anket formu hazırlanmıştır. Daha önce çevrimiçi alışveriş yapmış 443 tüketiciye çevrimiçi ortamda ulaşılmış ve veriler elde edilmiştir. SmartPLS programında verilerin güvenilirliği, geçerliliği ve çalışmanın hipotez testleri kısmi en küçük kareler yapısal eşitlik kapsamından değerlendirilmiştir. Çalışmanın sonucuna göre, sosyal medya etkileyicilerin paylaşımlarının ticari yönelimi arttıkça sosyal medya etkileyicisine güvenin de azaldığı tespit edilmiştir. Bununla birlikte çalışmada tüketicilerin sosyal medya etkileyicisine güvenleri arttıkça bu etkileyicilerin paylaşımına yönelik satın alma davranışlarının da arttığı belirlenmiştir. Tüketici yorumlarına yönelik manipülasyon şüphesi arttıkça tüketici yorumuna güvenin azaldığı anlaşılmaktadır. Fakat tüketici yorumlarına güven arttıkça tüketici yorumuna yönelik satın alma davranışı da artmaktadır. Tüketiciler sosyal medya etkileyicilerine göre tüketici yorumlarını daha güvenilir bulmakta ve satın alma davranışlarında tüketici yorumlarından daha fazla etkilenmektedirler. Bu çalışma, tüketicilerin güvenlerini ve satın alma davranışlarını, sosyal medya etkileyicilerin paylaşımlarının ticari yönelimi ve tüketici yorumlarındaki manipülasyon şüphesi açısından inceleyerek etkileyici pazarlama literatürünü genişletmektedir.

Keywords

Sosyal Medya Etkileyicileri Tüketici Yorumları Güven Manipülasyon Şüphesi Ticari Yönelim

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Details

Primary Language Turkish
Subjects Business Administration
Journal Section Makaleler
Authors

İlknur Saral 0000-0002-9099-9633

Early Pub Date July 19, 2025
Publication Date July 25, 2025
Submission Date April 10, 2025
Acceptance Date June 28, 2025
Published in Issue Year 2025 Volume: 26 Issue: 3

Cite

APA Saral, İ. (2025). Sosyal Medya Etkileyicilerinin Paylaşımları mı Yoksa Tüketici Yorumları mı Daha Güvenilir? Tüketicilerin Satın Alma Davranışlarının İncelenmesi. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 26(3), 495-515. https://doi.org/10.37880/cumuiibf.1673391
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