LEE- İşletme Mühendisliği-Yüksek Lisans

Bu koleksiyon için kalıcı URI

http://hdl.handle.net/11527/19310

Gözat

Yazar "Belemir Demir, Saliha" ile LEE- İşletme Mühendisliği-Yüksek Lisans'a göz atma
  • Öge
    The effects of influencer marketing on sustainable fashion consumption
    (ITU Graduate School, 2025-06-25) Belemir Demir, Saliha ; Karaosmanoğlu, Elif ; 507231065 ; Management Engineering
    Sustainability has become a multidimensional concept that has attracted increasing attention both in the academic literature and in the business world in recent years. As problems such as global warming, environmental pollution, overconsumption, resource depletion and social injustice become more visible day by day, responsibility-based transformations occur in the production-consumption behaviors of individuals and institutions. One of the areas where this transformation is felt the most is the fashion industry. In addition to many environmental damages such as water use, carbon emissions and waste generation, the fashion industry is also subjected to intense criticism due to unethical practices based on cheap labor. For this reason, the concept of sustainable fashion is gaining more and more importance and creating an area of awareness among consumers. In this context, the acceleration of digitalization and the proliferation of social media has become an important tool in both the promotion and adoption of sustainable fashion. Especially social media influencers are effective in directing consumer attitudes and behaviors through their interactions with their followers. The purpose of this study is to examine the impact of influencers' source attributes (para-social interaction, reliability, expertise, attractiveness and similarity) on individuals' sustainable fashion consumption and purchase intentions. The research model is structured on five independent variables: para-social interaction, reliability, expertise, attractiveness and similarity, and one dependent variable: sustainable fashion consumption and purchase intention. The hypotheses developed in this context were tested through regression analysis. The research was conducted using quantitative method and the data was collected through an online survey. The sample consists of individuals aged 18 and over who follow sustainable fashion content on social media. The scales in the questionnaire form were adapted from previously validated scales in the literature and translated into Turkish. In the analysis of the data, exploratory and confirmatory factor analyses were conducted, followed by hypothesis tests using regression analysis. The findings revealed that perceived similarity, reliability, expertise and attractiveness of influencers significantly affect para-social interaction. In addition, para-social interaction has a significant and positive effect on both sustainable fashion consumption and purchase intention. These results suggest that the emotional and one-way relationships that social media users have with the influencers they follow play an important role in shaping their consumption and purchasing behavior towards sustainability. The findings of the study reveal that social media influencers can be used as an effective communication tool for digital marketing strategies and that these actors can play an important role in achieving sustainability goals. In addition, this study makes a theoretical contribution to the literature as it is an original research that examines the impact of social interaction dynamics, especially para-social relationships, on consumer behavior in the context of sustainability. In practical terms, it provides guidance for brands and marketing professionals on effective influencer selection and strategic communication management in sustainable product communication. In conclusion, it is understood that the qualities of social media influencers not only provide visibility but also have the power to influence consumers' awareness of environmental and ethical issues. Therefore, in order to increase sustainable consumption behaviors, digital communication tools and especially influencer marketing should be evaluated within the framework of ethical responsibility. This study offers an important effort to understand how sustainability gains meaning in digital culture and how individuals' consumption practices are transformed through social media.