Instagram Influencer Algısının Marka Denkliği ve Satın Alma Niyeti Üzerindeki Etkisinde Fiyat Algısının Rolü
The Role of Price Perception in the Effect of Instagram Influencer Perception on Brand Equity and Purchase Intent

Summary/Abstract: Purpose - The purpose of this study is to investigate the effects of influencer perception on Instagram on consumer-based brand equity and purchase intention, and to examine the moderating roles of price perception and brand equity dimensions in these relationships. Design/ methodology/approach - A quantitative research design was adopted. Data were collected from 487 Instagram users using a survey method. Validity and reliability analyses, correlation analysis, and hypothesis testing were conducted using SPSS and SmartPLS, employing partial least squares structural equation modeling (PLS-SEM). Findings - Among the dimensions of influencer perception, trustworthiness was found to have a positive and significant effect on purchase intention (β = 0,099), whereas attractiveness exerted a significant negative effect (β = −0,181), and the effect of expertise was not statistically significant. All dimensions of influencer perception positively and significantly influenced all sub-dimensions of consumer-based brand equity. In turn, all brand equity dimensions significantly and positively increased purchase intention. Furthermore, price perception played a significant moderating role in the relationship between trustworthiness and purchase intention, as well as in the effects of influencer perception on brand equity Discussion - The results indicate that brand equity constitutes the primary direct driver of purchase intention. Influencer trustworthiness both strengthens brand equity and increases purchase intention, with this effect becoming more pronounced under conditions of high price perception. The negative direct effect of attractiveness suggests that overt visual appeal may trigger persuasion resistance or raise concerns regarding authenticity. Nevertheless, the same dimension contributes indirectly through its positive effects on brand equity. From a managerial perspective, these findings highlight the importance of emphasizing trustworthiness, clearly articulating value–price propositions, and designing content strategies that enhance brand awareness and brand associations.

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