Research Information System
İşletme Bilimi ve Uygulamaları Dergisi, vol.6, no.1, pp.11-21, 2026 (Peer-Reviewed Journal)
This study aims to investigate the effect of influencer attractiveness and word-of-mouth communication on purchase intention. In addition to the direct effect of word-of-mouth communication on purchase intention, the study also explores the indirect effect of word-of-mouth communication on the influence of influencer attractiveness on purchase intention. The survey form was shared on social media platforms, and data was collected from 215 people. Data were analyzed using structural equation modeling. SPSS and AMOS programs were used to analyze the data. According to the findings, consumers' purchase intention is directly affected by the influencer's attractiveness and indirectly through word-of-mouth. In order to benefit from the findings of this study, businesses should prioritize cooperation with attractive influencers who are compatible with their target audiences. Increasing the attractiveness of influencers can significantly increase WOM and ultimately encourage higher purchase intention. In addition, developing positive relationships between influencers and their followers can increase the effectiveness of word-of-mouth.