The Impact of Digital Influencers on Consumer Trust and Decision-Making Processes in Online Shopping: Evidence from Istanbul, Turkey

This study investigates the critical role of digital influencers in shaping consumer trust and influencing purchasing decisions in online shopping environments, with a specific focus on Istanbul, Turkey. Utilizing a mixed-methods approach, the research combines quantitative survey data and qualitative interviews to explore how key influencer characteristics—authenticity, expertise, and relatability—affect consumer behavior. The findings reveal that these characteristics significantly enhance consumer trust, which in turn drives purchasing decisions. Structural Equation Modeling (SEM) confirms that trust mediates the relationship between influencer attributes and consumer behavior, emphasizing the importance of authenticity and cultural alignment in influencer marketing. The study also highlights the effectiveness of micro- and nano-influencers in building deeper, more personal connections with consumers. These insights provide valuable implications for brands seeking to leverage influencer marketing in culturally diverse markets like Istanbul.

کلیدواژه ها:

Digital Influencers ، Consumer Trust ، Online Shopping ، Decision-Making ، Structural Equation Modeling (SEM) ، Influencer Marketing ، Authenticity ، Expertise ، Relatability ، Cultural Alignment ، Istanbul