Credibilty, Quality, and Aesthetics on Social Media: The Impact of Influencer Posts on Brand Reputation and Purchase Intention

This study examines the effects of the reliability, quality, and aesthetic aspects of social media influencers' product and brand posts on brand reputation and consumer purchase intention. The research is based on the analysis of data collected from a sample of 300 individuals aged 18-25 using Structural Equation Modeling (SEM). The findings reveal that the reliability and quality of influencer posts positively influence both brand reputation and purchase intention. However, the aesthetic aspect has a positive effect only on brand reputation and does not exhibit a significant impact on purchase intention. Furthermore, the strong influence of brand reputation on consumer purchase intention has been confirmed. These results underscore the importance of considering reliability, quality, and aesthetic factors collectively in influencer posts. Specifically, it is recommended to prioritize reliable and high-quality content in influencer collaborations. While aesthetic elements play a role in building brand reputation, the findings suggest they may not directly drive purchase behavior. This study makes a theoretical contribution to the influencer marketing literature while also offering strategic recommendations for marketing practices. It provides a deeper understanding of the use of influencer posts as an effective tool in brand communication, delivering significant insights at both academic and practical levels. Particularly for young consumers, where influencer impact is prevalent, the study offers valuable guidance on how marketing practices can be optimized. In this context, the research serves as a reference point for academics and practitioners aiming to comprehend the dynamics of social media marketing and develop effective strategies.