Digital Influencers and Consumer Decision-Making: The Mediating Role of Trust in a Culturally Diverse Market

Abstract

This study examines the pivotal role of digital influencers in fostering consumer trust and shaping purchase intentions within online retail contexts, with a specific empirical focus on Istanbul, Turkey. Adopting a mixed-methods research design, the investigation integrates quantitative survey data and qualitative interview insights to analyze how critical influencer attributes, namely authenticity, expertise, and relatability, influence consumer behavior. The results demonstrate that these characteristics substantially contribute to the development of consumer trust, which in turn serves as a key determinant of online purchase decisions. Structural Equation Modeling (SEM) validates the mediating role of trust in the relationship between influencer traits and consumer decision-making processes. Furthermore, the study underscores the strategic effectiveness of micro-and nano-influencers in cultivating stronger relational engagement with audiences. The findings yield practical implications for marketers aiming to deploy influencer strategies in culturally nuanced and digitally active markets such as Istanbul.