DOES GENERATION Z TRUST INFLUENCERS? EXAMINING THE RELATIONSHIP BETWEEN INFLUENCER CREDIBILITY, ATTITUDE TOWARDS BRAND, WORD-OF-MOUTH AND PURCHASE INTENTION

İsmail Gökhan Cintamür

doi:10.37880/cumuiibf.1814519

TR EN

Z Kuşağı Influencerlara Güveniyor Mu? Influencer Güvenilirliği, Markaya Yönelik Tutum, Ağızdan Ağıza İletişim ve Satın Alma Niyeti Arasındaki İlişkinin İncelenmesi

Öz

Bu çalışmanın amacı, Z kuşağı bağlamında, influencer güvenilirliği, influencer tarafından desteklenen markaya yönelik tutum, bu marka hakkındaki WOM ve satın alma niyetleri arasındaki ilişkilerin incelenmesidir. Bu amaçla, sosyal medyada takip ettiği influencer ile etkileşimde bulunan ve bu influencerın markalar ile iş birliklerine maruz kaldığını ifade eden spesifik bir Z kuşağı tüketici popülasyonuna kolayda örnekleme yoluyla ulaşılmış ve çevrim içi anket yöntemi ile 290 adet geçerli anket formu elde edilmiştir. Doğrulayıcı faktör analizi ile çalışmada kullanılan ölçeklerin geçerlilik ve güvenilirlikleri, yapısal eşitlik modellemesi ile de çalışmanın hipotezleri test edilmiştir. Çalışmanın bulgularına göre, influencer güvenilirliğinin, influencer tarafından desteklenen markaya yönelik tutum üzerinde doğrudan pozitif bir etkiye sahip olduğu, ancak aynı etkiyi WOM ve satın alma niyetleri üzerinde göstermediği tespit edilmiştir. Diğer taraftan, influencer güvenilirliği, desteklenen markaya yönelik tutum aracılığı ile WOM ve satın alma niyetlerini arttırmaktadır. Bununla birlikte, desteklenen markaya yönelik tutum, WOM ve satın alma niyetlerini olumlu yönde etkilerken; WOM niyeti de satın alma niyetini arttırmaktadır. Bu çalışma hem günümüzde hem de gelecekte önemli bir tüketici segmenti olan ve olmaya devam edecek olan Z kuşağı tüketicilerinin, influencer güvenilirliğine yönelik değerlendirmesinin, marka tutumu ve çeşitli davranışsal tüketici niyetleri üzerindeki etkilerini bütüncül bir model ile ortaya koyarak akademik yazına katkı sağlamaktadır. Ayrıca bu çalışma, Z kuşağı tüketicilerine yönelik influencer pazarlaması iletişim stratejileri konusunda pazarlama yöneticilerine pratik öneriler sunarak iş dünyasına katkı sağlamaktadır.

Anahtar Kelimeler

DOES GENERATION Z TRUST INFLUENCERS? EXAMINING THE RELATIONSHIP BETWEEN INFLUENCER CREDIBILITY, ATTITUDE TOWARDS BRAND, WORD-OF-MOUTH AND PURCHASE INTENTION

Abstract

The objective of the present study is to investigate the interconnections among influencer credibility, consumer attitudes towards brands endorsed by influencers, word-of-mouth intention (WOMI) regarding these brands, and purchase intention (PI) within the demographic context of Generation Z. To this end, a specific Generation Z consumer population that interacts with the influencers they follow on social media (SM) and states that they are exposed to these influencers' collaborations with brands was reached through convenience sampling, and 290 valid survey forms were obtained using an online survey method. The rigor and consistency of the measurement scales employed in the study were evaluated utilizing confirmatory factor analysis (CFA), while the hypotheses posited in the study were examined via structural equation modelling (SEM). According to the study, influencer credibility was found to have a direct positive effect on attitudes towards the endorsed brand by the influencer. However, it did not show the same effect on WOMI and PI. On the other hand, influencer credibility increases WOMI and PI through the attitude towards the endorsed brand. Furthermore, while the attitude towards the endorsed brand positively affects WOMI and PI, the WOMI also increases PI. This study contributes to academic literature by presenting the effects of Generation Z consumers' assessment of influencer credibility on brand attitude and various behavioural consumer intentions through a comprehensive model, as Generation Z consumers are and will continue to be an important consumer segment today and in the future. Furthermore, this study contributes to the business world by offering practical recommendations to marketing managers regarding influencer marketing communication strategies targeting Generation Z consumers.

Keywords

References

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Details

Primary Language

English

Subjects

Business Administration , Business Systems in Context (Other)

Journal Section

Research Article

Authors

İsmail Gökhan Cintamür ^*
0000-0002-9371-0188
Türkiye

Publication Date

January 26, 2026

Submission Date

October 31, 2025

Acceptance Date

December 20, 2025

Published in Issue

Year 2026 Volume: 27 Number: 1

DOI

https://doi.org/10.37880/cumuiibf.1814519

IZ

https://izlik.org/JA67MJ57WP

Cite

RIS / Bibtex

APA

Cintamür, İ. G. (2026). DOES GENERATION Z TRUST INFLUENCERS? EXAMINING THE RELATIONSHIP BETWEEN INFLUENCER CREDIBILITY, ATTITUDE TOWARDS BRAND, WORD-OF-MOUTH AND PURCHASE INTENTION. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 27(1), 172-192. https://doi.org/10.37880/cumuiibf.1814519