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

Yıl 2026, Cilt: 27 Sayı: 1, 172 - 192, 26.01.2026

İsmail Gökhan Cintamür

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

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

Influencer Güvenilirliği Influencer Pazarlaması Z Kuşağı Marka Tutumu WOM ve Satın Alma Niyeti

Kaynakça

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

Yıl 2026, Cilt: 27 Sayı: 1, 172 - 192, 26.01.2026

İsmail Gökhan Cintamür

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

Öz

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.

Anahtar Kelimeler

Influencer Credibility Influencer Marketing Generation Z Brand Attitude WOM and Purchase Intention

Kaynakça

  • Alfarraj, O., Alalwan, A. A., & Aldmour, R. (2021). Examining the impact of influencers’ credibility dimensions: Attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355–374. https://doi.org/10.1108/RIBS-07-2020-0089
  • Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5–17. https://doi.org/10.1177/109467059800100102
  • Arndt, J. (1967) Role of product- related conversations in the diffusion of a new product. Journal of Marketing Research, 4, 291–295.
  • Avcı, İ., & Yıldız, E. (2019). Fenomenlerin güvenilirlik, çekicilik ve zzmanlık özelliklerinin marka tutumu, satın alma niyeti ve elektronik kulaktan kulağa pazarlama üzerindeki etkileri: İnstagram örneği. Kocaeli Üniversitesi Sosyal Bilimler Dergisi, 2(38), 85–107. https://doi.org/10.35343/kosbed.569351
  • Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. https://doi.org/10.1007/BF02723327
  • Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Building influencers’ credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services, 61. https://doi.org/10.1016/j.jretconser.2021.102585
  • Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4), 586–607. https://doi.org/10.1016/j.jcps.2014.05.002
  • Bi, N. C., & Zhang, R. (2023). “I will buy what my ‘friend’ recommends”: The effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions. Journal of Research in Interactive Marketing, 17(2), 157–175. https://doi.org/10.1108/JRIM-08-2021-0214
  • Bratina, D. (2024). An investigation of celebrities’ and influencers’ credibility dimensions in different generations. Market-Tržište, 36(2), 191–211. https://doi.org/10.22598/mt/2024.36.2.191
  • Buttle, F. A. (1998). Word of mouth: Understanding and managing referral marketing. Journal of Strategic Marketing, 6(3), 241–254. https://doi.org/10.1080/096525498346658
  • Byrne, B. M. (2016). Structural equation modeling with Amos: Basic concepts, applications, and programming. Routledge, Taylor & Francis Group.
  • Caraka, R. E., Noh, M., Lee, Y., Toharudin, T., Yusra, Tyasti, A. E., Royanow, A. F., Dewata, D. P., Gio, P. U., Basyuni, M., & Pardamean, B. (2022). The impact of social media influencers Raffi Ahmad and Nagita Slavina on tourism visit intentions across millennials and zoomers using a hierarchical likelihood structural equation model. Sustainability (Switzerland), 14(1), 1–28. https://doi.org/10.3390/su14010524
  • Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. Service Industries Journal, 29(12), 1687–1706. https://doi.org/10.1080/02642060902793557
  • Chen, C. C., Lai, C. H., Guo, N. R., & Wu, S. M. (2024). Exploring the consumer acceptance of circular housing from the perspective of SOR theory. Sustainability, 16(8). https://doi.org/10.3390/su16083268
  • Chen, Y., Qin, Z., & Yan, Y. (2024). The power of influencers: How does influencer marketing shape consumers’ purchase intentions?. Sustainability, 16(13). https://doi.org/10.3390/su16135471
  • Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology and Marketing, 34(4), 481–495. https://doi.org/10.1002/mar.21001
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  • Kareem, S. A., & Venugopal, P. (2023). Social media influencers’ traits and purchase intention: A moderated mediation effect of attitude towards brand credibility and brand familiarity. FIIB Business Review, 1–17. https://doi.org/10.1177/23197145231162257
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
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  • Kline, R. B. (2005). Principles and practice of structural equation modeling. Guilford Press.
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  • Lau, M. M., Ng, P. M. L., Chan, E. A. H., & Cheung, C. T. Y. (2023). Examining purchase intention for luxury fashion: Integrating theory of reasoned action, with affect-behavior-cognition (ABC) model, identity and social identity theories. Young Consumers, 24(1), 114–131.
  • Lim, X. J., Mohd Radzol, A. R. bt, Cheah, J.-H. (Jacky), & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 18–36. https://doi.org/10.14707/ajbr.170035
  • Lin, C. A., Crowe, J., Pierre, L., & Lee, Y. (2021). Effects of parasocial interaction. The Journal of Social Media in Society, 10(1), 8–24. https://thejsms.org/index.php/JSMS/article/view/811/435
  • Mabkhot, H., & Isa, N. (2022). The influence of the credibility of social media influencers SMIs on the consumers’ purchase intentions: Evidence from Saudi Arabia. Sustainability, 14(19), https://doi.org/10.3390/su141912323
  • Malhotra, N. K. (2010). Marketing research an applied orientation (6 ed.). Pearson Prentice Hall.
  • Malhotra, N. K., Agarwal, J., Peterson, M., & Agarwal, J. (2006). Methodological issues in cross-cultural marketing: A state-of-the-art review. International Marketing Review, 13(5), 7–43. https://doi.org/10.1108/02651339610131379
  • Marklen, D. R., Tan, P. L., & Hassim, N. (2025). Instagram influencers’ source credibility on gadget product purchase intention among Indonesian Generation Z: The mediating role of parasocial interaction. Jurnal Komunikasi: Malaysian Journal of Communication, 41(1), 125–145. https://doi.org/10.17576/JKMJC-2025-4101-08
  • McCrindle, M. (2014). The ABC of XYZ: Understanding the global generations. (3 ed.). McCrindle Research Pty Ltd.
  • Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
  • Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318-332. https://doi.org/10.2307/3150973
  • Mohd Suki, N. (2016). Green product purchase intention: Impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893–2910.
  • Mummalaneni, V. (2005). An empirical investigation of web site characteristics, consumer emotional states and on-line shopping behaviors. Journal of Business Research, 58(4), 526–532. https://doi.org/10.1016/S0148-2963(03)00143-7
  • Ng, S., David, M. E., & Dagger, T. S. (2011). Generating positive word-of-mouth in the service experience. Managing Service Quality, 21(2), 133–151.
  • Nuseir, M. T. (2019). The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE). Journal of Islamic Marketing, 10(3), 759–767. https://doi.org/10.1108/JIMA-03-2018-0059
  • Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
  • Onurlu, Ö., Bilgiseven, B., & Suluk, S. B. (2022). The mediator role of brand trust in the effect of influencer’s source credibility on the intent to purchase (Research on baby care products for mothers). Trends in Business and Economics, 36(2), 165–174. https://doi.org/10.54614/TBE.2022.951054
  • Onurlubaş, E. (2023). Hazır Giyim Sektöründe influencerların marka imajı ve satın alma niyeti üzerindeki etkisi: Z kuşağı örneği. Tekstil ve Mühendis, 30(130), 148–157. https://doi.org/10.7216/teksmuh.1320585
  • Panggati, I. E., Sasmoko, Simatupang, B., & Abdinagoro, S. B. (2023). Does digital influencer endorsement contribute to building consumers’ attitude toward digital advertising during COVID-19 pandemic? Mediating role of brand attitude. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2220204
  • Park, J., Hyun, H., & Thavisay, T. (2021). A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention. Journal of Retailing and Consumer Services, 58, 102272. https://doi.org/10.1016/j.jretconser.2020.102272
  • Peng, C., & Kim, Y. G. (2014). Application of the Stimuli-Organism-Response (S-O-R) framework to online shopping behavior. Journal of Internet Commerce, 13(3–4), 159–176. https://doi.org/10.1080/15332861.2014.944437
  • Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). ‘You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3–4), 279–298. https://doi.org/10.1080/0267257X.2019.1708781
  • Reza Jalilvand, M., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention. Marketing Intelligence & Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
  • Ringle, C. M., Sarstedt, M., Sinkovics, N., & Sinkovics, R. R. (2023). A perspective on using partial least squares structural equation modelling in data articles. Data in Brief, 48. https://doi.org/10.1016/j.dib.2023.109074
  • Rizomyliotis, I., Konstantoulaki, K., & Giovanis, A. (2024). Social media influencers’ credibility and purchase intention: The moderating role of green consumption values. American Behavioral Scientist. https://doi.org/10.1177/00027642241236172
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  • Ruvio, A., Bagozzi, R. P., Hult, G. T. M., & Spreng, R. (2020). Consumer arrogance and word-of-mouth. Journal of the Academy of Marketing Science, 48(6), 1116–1137. https://doi.org/10.1007/s11747-020-00725-3
  • Sallam, M. A., & Algammash, F. A. (2016). The effect of attitude toward advertisement on attitude toward brand and purchase intention. International Journal of Economics, Commerce and Management United Kingdom, 4(2), 509–520.
  • Shahid, T., & Ikram, M. (2024). Navigating the digital landscape: Impact of Instagram influencers’ credibility on consumer behaviour among Gen Z and Millennials. Media Literacy and Academic Research, 7(1), 95–113. https://doi.org/10.34135/mlar-24-01-05
  • Sinha, M., & Srivastava, M. (2025). Driving customer brand engagement through augmented reality-induced influencer content among Gen Z : The moderating role of credibility Driving customer brand engagement through augmented moderating role of credibility. Journal of Global Fashion Marketing, 16(3), 386–403. https://doi.org/10.1080/20932685.2024.2441768
  • Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164
  • Wako, A., Fatima, J. K., & Johns, R. (2025). Changing nature of consumer values toward negative word of mouth: Voice and risk avoidance as moderators. Journal of Consumer Behaviour, 24(1), 455–469. https://doi.org/10.1002/cb.2429
  • Wangenheim, F. V. (2005). Postswitching negative word of mouth. Journal of Service Research, 8(1), 67–78. https://doi.org/10.1177/1094670505276684
  • Yavuz, D., & Sağlam, M. (2023). Fenomen özelliklerinin tekrar satın alma, ağızdan ağıza iletişim ve daha fazla ödeme niyetine etkisinin incelenmesi. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 14(37), 296–313. https://doi.org/10.21076/vizyoner.1133964
  • Yusuf, A. S., Che Hussin, A. R., & Busalim, A. H. (2018). Influence of e-WOM engagement on consumer purchase intention in social commerce. Journal of Services Marketing, 32(4), 493–504. https://doi.org/10.1108/JSM-01-2017-0031
  • Zhang, R., Mercado, T., & Bi, N. C. (2024). “Unintended” marketing through influencer vlogs: impacts of interactions, parasocial relationships and perceived influencer credibility on purchase behaviors. Journal of Research in Interactive Marketing, 19(1), 5–18.
  • Zhao, X., Xu, Z., Ding, F., & Li, Z. (2024). The influencers’ attributes and customer purchase intention: The mediating role of customer attitude toward brand. Sage Open, 14(2), 1–13. https://doi.org/10.1177/21582440241250122
Toplam 76 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme , İş Sistemleri (Diğer)
Bölüm Araştırma Makalesi
Yazarlar

İsmail Gökhan Cintamür 0000-0002-9371-0188

Gönderilme Tarihi 31 Ekim 2025
Kabul Tarihi 20 Aralık 2025
Yayımlanma Tarihi 26 Ocak 2026
Yayımlandığı Sayı Yıl 2026 Cilt: 27 Sayı: 1

Kaynak Göster

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

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