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An Investigation into the Impact of Influencers Producing Technological Content on Instagram on Customers’ Purchasing Decisions

Year 2025, Volume: 9 Issue: 1, 167 - 182, 30.06.2025

Kamil Çelik , Ahmet Taş

https://doi.org/10.26650/acin.1566305

Abstract

Nowadays, social media influencers play a significant role in the world of marketing. Social media influencers reach large audiences by producing content on social media platforms, and they exert considerable impact on these audiences. The literature suggests that social media users form parasocial relationships, and these relationships develop based on the influencer’s characteristics, such as attractiveness, expertise, credibility, and similarity. It has also been proven in various studies that social media influencers have a strong effect on increasing the purchasing intentions of their followers. In this study, the effects of social media influencers on parasocial relationships and the purchasing intentions of their followers were examined. The research was conducted among Instagram users in Turkey, and the data were collected using a survey method. The survey included statements aimed at measuring elements such as parasocial relationships, attractiveness, expertise, credibility, and similarity. Because of the data analysis, it was found that characteristics such as influencers’ attractiveness and expertise strengthen parasocial relationships, and these relationships positively influence followers’ purchasing intentions. Additionally, the perception of fairness also had a significant impact on these relationships. These findings suggest that social media influencers can be an effective tool in marketing strategies.

Keywords

Social Media Influencers Purchase Intention Social Media Communication

References

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  • Brockner, J., de Cremer, D., van Dijke, M., de Schutter, L., Holtz, B., & van Hiel, A. (2021). Factors affecting supervisors’ enactment of interpersonal fairness: The interactive relationship between managers’ informational fairness and supervisors’ sense of power. Journal of Organizational Behavior, 42(6), 800-813. google scholar
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  • Cabeza-Ramîrez, L. J., Sânchez-Canizares, S. M., Santos-Roldân, L. M., & Fuentes-Garcîa, F. J. (2022). Impact of the perceived risk in influencers' product recommendations on their followers' purchase attitudes and intention. Technological Forecasting and Social Change, 184, 121997. google scholar
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Year 2025, Volume: 9 Issue: 1, 167 - 182, 30.06.2025

Kamil Çelik , Ahmet Taş

https://doi.org/10.26650/acin.1566305

Abstract

References

  • Akdeniz, P. C., & Uyar, K. (2021). Tüketicilerin satın alma niyetlerinde sosyal medya fenomenleri ile kurulan parasosyal etkileşimin rolü. Erciyes Akademi, 35(4), 1669-1688. google scholar
  • Aw, E. C.-X., & Chuah, S. H.-W. (2021). “Stop the unattainable ideal for an ordinary me!” This study fosters parasocial relationships with social media influencers: The role of self-discrepancy. Journal of Business Research, 132, 146-157. google scholar
  • Aytulun, G., & Sunal, A. B. (2020). Medya karakterleriyle kurulan parasosyal etkileşim. Psikiyatride Güncel Yaklaşımlar, 12(4), 494-506. google scholar
  • Bastrygina, T., & Lim, W. M. (2023). Foundations of consumer engagement with social media influencers. International Journal of Web Based Communities, 19(2-3), 222-242. google scholar
  • Batıgün, A. D., & Sunal, Y. (2017). Parasocial interaction with media characters. Current Approaches in Psychiatry, 12(4), 444-456. https:// www.cappsy.org/archives/vol12/no4/cap_12_04_05_en.pdf google scholar
  • Brislin, R. (1976). Comparative research methodology: Cross-cultural studies. International Journal of Psychology, 11(3), 215-229. google scholar
  • Brockner, J., de Cremer, D., van Dijke, M., de Schutter, L., Holtz, B., & van Hiel, A. (2021). Factors affecting supervisors’ enactment of interpersonal fairness: The interactive relationship between managers’ informational fairness and supervisors’ sense of power. Journal of Organizational Behavior, 42(6), 800-813. google scholar
  • Brown, S. (2019). Parasocial interaction and influencer marketing: Examining the influence of media personas on consumer behavior. Journal of Marketing Research, 56(4), 145-159. google scholar
  • Cabeza-Ramîrez, L. J., Sânchez-Canizares, S. M., Santos-Roldân, L. M., & Fuentes-Garcîa, F. J. (2022). Impact of the perceived risk in influencers' product recommendations on their followers' purchase attitudes and intention. Technological Forecasting and Social Change, 184, 121997. google scholar
  • Casalo, L. V., Flaviân, C., & Ibânez-Sânchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510-519. google scholar
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  • Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495. https://doi.org/10.1002/mar.21001 google scholar
  • Çelik, K. (2021). The effects of information, entertainment, and relationship maintaining motivations on social media use. Jomelips-Journal of Management Economics Literature Islamic and Political Sciences, 6(2), 28-45. https://doi.org/10.24013/jomelips.1020599 google scholar
  • Çelik, K., & Bora, C. (2021). Investigation of Instagram postings of hotel businesses using a content analysis method. Journal of Tourism and Gastronomy Studies, 9(4), 2813-2836. https://doi.org/10.21325/jotags.2021.921 google scholar
  • Çelik, K., & Taş, A. (2021). Investigation of factors affecting consumer behaviors before purchase: A research on Instagram shoppers. Journal of Business Research-Turk, 13(4), 3821-3834. google scholar
  • Çelik, K., Özköse, H., & Güleryüz, S. (2018). Structural equation modeling with R. Eurasian Journal of Researches in Social and Economics (EJRSE), 5(10), 38-48. google scholar
  • Dahanayake, P., Rajendran, D., Selvarajah, C., & Ballantyne, G. (2018). Justice and fairness in the workplace: A trajectory for managing diversity. Equality, Diversity and Inclusion: An International Journal, 37(5), 470-490. google scholar
  • De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828. google scholar
  • Delbaere, M., Michael, B., & Phillips, B. J. (2021). Social media influencers: A route to brand engagement for their followers. Psychology & Marketing, 38(1), 101-112. google scholar
  • Dhandra, T. K. (2019). Achieving triple dividend through mindfulness: More sustainable consumption, less unsustainable consumption and more life satisfaction. Ecological Economics, 161, 83-90. google scholar
  • Ecker, U. K. H., & Antonio, L. M. (2021). Can you believe it? An investigation into the impact of retraction source credibility on the continued influence effect. Memory & Cognition, 49(4), 631-644. google scholar
  • Farivar, S., Wang, F. & the Yuan, Y. (2021). Opinion leadership vs. para-social relationships: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371. google scholar
  • Fornell C. & Larcker D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312. google scholar
  • Freberg, K., Graham, K., McGaughey, K. & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92. google scholar
  • Gil de Zûniga, H., Jung, N., & Valenzuela, S. (2018). Social media use for news and individuals' social Capital, civic engagement, and political participation. Journal of Computer-Mediated Communication, 17(3), 319-336. google scholar
  • Hair J.F., Black W.C., Babin B.J., & Anderson R.E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Pearson Education. google scholar
  • Hernândez Soto, R., Gutierrez Ortega, M., & Rubia Avi, B. (2021). Key Factors in Knowledge-Sharing Behavior in Virtual Communities of Practice: A systematic review. Education in the Knowledge Society, 22(2), 215-227. google scholar
  • Horton, D., & Wohl, R. R. (1956). Mass communication and parasocial interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229. google scholar
  • Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of MarKeting, 83(5), 78-96. google scholar
  • lacobucci, D., & Duhachek, A. (2003). Advancing alpha: Measuring reliability with confidence. Journal of Consumer Psychology, 13(4), 478-487. https://doi.org/10.1207/s15327663jcp1304_14 google scholar
  • Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of characteristics of source credibility on consumer behavior: A meta-analysis. Journal of Retailing and Consumer Services, 53(3), 1-9. google scholar
  • Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. MarKeting Intelligence and Planning, 37(5), 567-579. google scholar
  • Joshi, Y., & Rahman, Z. (2019). Consumers' sustainable purchase behaviour: Modeling the impact of psychological factors. Ecological Economics, 159, 235-243. google scholar
  • Keskin, A. (2020). Parasosyal etkileşim açısından K-Pop fanlığı: Army hayran kültürü üzerinde bir inceleme. İnönü Üniversitesi İletişim FaKültesi EleKtroniK Dergisi (İNİF E-Dergi), 5(1), 25-38. google scholar
  • Keskin, S. (2020). The social anxiety scale for e-learning environments (SASE). Interactive Learning Environments, 28(7), 1-15. https:// www.tandfonline.com/doi/abs/10.1080/10494820.2020.1769681 google scholar
  • Ki, C.-W. C., & Kim, Y.-K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & MarKeting, 36(10), 905-922. https://doi.org/10.1002/mar.21244. google scholar
  • Kim, D. Y., & Kim, H. Y. (2021). Influencer Advertising on Social Media: The Multiple Inference Model on Influencer-Product Congruence and Sponsorship Disclosure. Journal of Business Research, 130, 405-415. https://doi.org/10.1016/j.jbusres.2020.02.020 google scholar
  • Kim, J., & Song, H. (2016). Celebrity’s self-disclosure on Twitter and parasocial relationships: A mediating role of social presence. Computers in Human Behavior, 62, 570-577. https://doi.org/10.1016/j.chb.2016.03.083 google scholar
  • Koay, K. Y., Lim, W. M., Kaur, S., Soh, K., & Poon, W. C. (2023). How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships. MarKeting Intelligence & Planning, 41(6), 790-809. google scholar
  • Koh, J., Kim, Y. G., & Kim, Y. G. (2003). Sense of virtual community: A conceptual framework and empirical validation. International Journal of Electronic Commerce, 8(2), 75-94. google scholar
  • Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760. https://doi.org/10.1016/j.jbusres.2016.04.171 google scholar
  • Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760. google scholar
  • Leite, F. P., & Baptista, P. d. P. (2021). The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust. Journal of MarKeting Theory and Practice, 30(3), 295-311. google scholar
  • Liu, M. T., & Brock, J. L. (2011). Selecting a female athlete endorser in China: The effect of attractiveness, match-up, and consumer gender difference. European Journal of MarKeting, 45(7), 1214-1235. https://doi.org/10.1108/03090561111137688. google scholar
  • Liu, M. T., Liu, Y., & Lin, C. P. (2019). Vlog and brand evaluations: The influence of parasocial interaction. Asia Pacific Journal of MarKeting and Logistics, 31(1), 1-17. google scholar
  • Lou, C. (2022). Social media influencers and followers: Theorization of a trans-parasocial relation and explication of its implications for influencer advertising. Journal of Advertising, 51(1), 4-21. google scholar
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There are 69 citations in total.

Details

Primary Language English
Subjects Business Information Systems, Business Information Management
Journal Section Research Article
Authors

Kamil Çelik 0000-0002-4530-1048

Ahmet Taş 0000-0002-1444-6068

Publication Date June 30, 2025
Submission Date October 13, 2024
Acceptance Date May 7, 2025
Published in Issue Year 2025 Volume: 9 Issue: 1

Cite

APA Çelik, K., & Taş, A. (2025). An Investigation into the Impact of Influencers Producing Technological Content on Instagram on Customers’ Purchasing Decisions. Acta Infologica, 9(1), 167-182. https://doi.org/10.26650/acin.1566305
AMA Çelik K, Taş A. An Investigation into the Impact of Influencers Producing Technological Content on Instagram on Customers’ Purchasing Decisions. ACIN. June 2025;9(1):167-182. doi:10.26650/acin.1566305
Chicago Çelik, Kamil, and Ahmet Taş. “An Investigation into the Impact of Influencers Producing Technological Content on Instagram on Customers’ Purchasing Decisions”. Acta Infologica 9, no. 1 (June 2025): 167-82. https://doi.org/10.26650/acin.1566305.
EndNote Çelik K, Taş A (June 1, 2025) An Investigation into the Impact of Influencers Producing Technological Content on Instagram on Customers’ Purchasing Decisions. Acta Infologica 9 1 167–182.
IEEE K. Çelik and A. Taş, “An Investigation into the Impact of Influencers Producing Technological Content on Instagram on Customers’ Purchasing Decisions”, ACIN, vol. 9, no. 1, pp. 167–182, 2025, doi: 10.26650/acin.1566305.
ISNAD Çelik, Kamil - Taş, Ahmet. “An Investigation into the Impact of Influencers Producing Technological Content on Instagram on Customers’ Purchasing Decisions”. Acta Infologica 9/1 (June 2025), 167-182. https://doi.org/10.26650/acin.1566305.
JAMA Çelik K, Taş A. An Investigation into the Impact of Influencers Producing Technological Content on Instagram on Customers’ Purchasing Decisions. ACIN. 2025;9:167–182.
MLA Çelik, Kamil and Ahmet Taş. “An Investigation into the Impact of Influencers Producing Technological Content on Instagram on Customers’ Purchasing Decisions”. Acta Infologica, vol. 9, no. 1, 2025, pp. 167-82, doi:10.26650/acin.1566305.
Vancouver Çelik K, Taş A. An Investigation into the Impact of Influencers Producing Technological Content on Instagram on Customers’ Purchasing Decisions. ACIN. 2025;9(1):167-82.
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