CC BY
0The Role of Emotional Attachment in the Impact of Generation Z's Trust in Digital Influencers on Unplanned Purchase Behavior
Alper Ate?1 (a), Halil Sunar2 ( ), & Bilal Erdem3 (a)
(a) Selguk University. Konya, Turkey.
(b) Giresun University. Giresun, Turkey
Received: 2 April 2024 | Revised: 28 June 2024 | Accepted: 6 July 2024
Abstract
By 2024, the global Internet user base is expected to reach 5.5 billion, with 94% actively engaging on social media platforms. Marketing managers increasingly employ strategies involving key opinion leaders to connect with Generation Z, a demographic known for its digital fluency and reliance on social networks. This study utilizes a qualitative approach to investigate how emotional attachment impacts Generation Z consumers' trust in social media figures and its effect on impulsive buying behavior. It contributes to the body of knowledge on digital marketing by identifying factors that enhance the effectiveness of social media personalities in reaching and persuading Generation Z audiences.
The findings provide actionable insights for content creators aiming to expand their following and for businesses seeking to strengthen their credibility and drive consumer purchasing decisions through collaboration with digital creators. The results reveal that emotional attachment to online personalities is a crucial driver of trust among Generation Z, significantly affecting their unplanned purchasing habits. Additionally, emotional connection acts as a catalyst, amplifying the impact of trust on spontaneous buying tendencies.
Although trust in social media figures has a notable effect on unplanned purchasing, the relatively weak correlation underscores the need for further exploration of additional factors influencing Generation Z's decision-making processes.
Keywords
Digital Influencer; Digital Follower; Generation Z; Social Media; Emotional Attachment; Unplanned Purchase Behavior; Impulse Buying; Influencer Marketing; Consumers; Trust
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This work is
icensed under a Creative Commons "Attribution" 4.0 International License
1 Email: alpera[at]selcuk.edu.tr ORCID https://orcid.org/0000-0002-4347-7306
2 Email: halil.sunar[at]windowslive.com ORCID https://orcid.org/0000-0002-5131-4056
3 Email: bilalerdem[at]selcuk.edu.tr ORCID https://orcid.org/0000-0002-2026-1334
New Media and Human Communication | https://doi.org/10.46539/gmd.v6i4.499
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Эмоциональная привязанность как фактор доверия поколения Z к цифровым инфлюенсерам и его влияние на импульсивные покупки
Атеш Альпер1 (а), Сунар Халил2 ( ), Эрдем Билал3 (а)
(a) Университет Сельчук. Конья, Турция
(b) Университет Гиресун. Гиресун, Турция
Рукопись получена: 2 апреля 2024 | Пересмотрена: 28 июня 2024 | Принята: 6 июля 2024
Аннотация
К 2024 году глобальная база интернет-пользователей, как ожидается, достигнет 5,5 миллиарда человек, из которых 94% будут активно использовать социальные сети. Менеджеры по маркетингу всё чаще обращаются к стратегиям сотрудничества с лидерами мнений для взаимодействия с поколением Z — аудиторией, отличающейся высокой цифровой грамотностью и зависимостью от социальных платформ. В данном исследовании применяется качественный подход для анализа того, как эмоциональная привязанность влияет на доверие потребителей поколения Z по отношению к интернет-персонам и их импульсивное покупательское поведение. Работа дополняет научные знания в области цифрового маркетинга, выявляя ключевые факторы, способствующие успеху цифровых лидеров в обращении к аудитории поколения Z.
Полученные результаты предоставляют полезные рекомендации как для создателей контента, стремящихся увеличить свою аудиторию, так и для компаний, работающих над укреплением репутации и стимулированием покупательской активности через партнёрство с онлайн-персо-нами. Исследование показало, что эмоциональная привязанность к интернет-личностям играет ключевую роль в формировании доверия поколения Z, что существенно влияет на их импульсивные покупки. Кроме того, эмоциональная связь усиливает действие доверия на спонтанное поведение при покупках.
Несмотря на заметное влияние доверия по отношению к социальным персонам на импульсивное поведение, относительно слабая корреляция между этими аспектами подчёркивает необходимость дальнейшего изучения других факторов, определяющих покупательские решения поколения Z.
Ключевые слова
цифровой инфлюенсер; цифровой подписчик; поколение Z; социальные медиа; эмоциональная привязанность; незапланированное покупательское поведение; импульсивные покупки; инфлюенс-маркетинг; потребители; доверие
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Это произведение доступно по лицензии Creative Commons "Attribution" («Атрибуция») 4.0 Всемирная
1 Email: alpera[at]selcuk.edu.tr ORCID https://orcid.org/0000-0002-4347-7306
2 Email: halil.sunar[at]windowslive.com ORCID https://orcid.org/0000-0002-5131-4056
3 Email: bilalerdem[at]selcuk.edu.tr ORCID https://orcid.org/0000-0002-2026-1334
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Introduction
As the internet and mobile communication technologies have grown, new social media platforms have emerged where anyone can create and share content. The rise of social media has revolutionized many markets and opened up exciting new possibilities for businesses and consumers. Consumers are increasingly choosing to follow global and national influencers on social media platforms due to their global nature. Marketers have come to realize that not all influencers who have the opportunity to reach massive audiences on social media are celebrities and that they can benefit from non-celebrity influencers at low prices (Charlesworth, 2018, p. 43). Consequently, companies may increasingly utilize them as a marketing technique for their consumers (Torres et al., 2019; Boerman, 2020). Companies can expand their reach and access diverse markets by capitalizing on their established fan network. In addition, collaborating with them can enhance credibility and establish trust among consumers by delivering genuine and relatable content (Leung et al., 2022; Haenlein, 2020; Breves et al., 2019). Digital influencers (DIs) have emerged as new opinion-makers on these platforms (Lou & Yuan, 2019). DIs create and distribute material online to a large audience, revealing their personal lives, ideas, and experiences (Veirman et al., 2017). DIs form new market voices and brands. They can affect consumer views and purchasing decisions by leveraging their internet presence and impact. DIs demonstrated their ability to affect the purchasing intentions of their followers, which caught the attention of brand managers. As a result, brand managers promptly incorporated them into their marketing strategies (Djafarova & Rushworth, 2017; Kudeshia & Kumar, 2017; Santiago & Castelo, 2020). Consequently, companies progressively rely on DIs as a crucial element of their marketing efforts (Silva et al., 2020). They are becoming more prevalent in people's everyday lives due to their television and brand contracts, activities, and social media following size (Hudders et al., 2021).
DIs have rapidly grown due to evolving social media user preferences for collaborative, original, and community-oriented content. This presents opportunities for brands to collaborate with them, increasing engagement and potentially affecting sales (Raini & Mulyana, 2022, p. 100). Modern companies generally rely on DIs to spread favorable online content, typically through endorsements, instead of using celebrities (Torres et al., 2019, p. 1267). DIs exert impact by molding their followers' impressions of a specific brand and fostering an emotional connection between them and the organization. These actions can, in turn, enhance the perceived quality of information and foster emotional attachment among followers (Shah et al., 2023, p. 2).
As a result of their propensity for social media and proficiency with digital technologies, members of Generation Z are seen as the ideal audience for influencer marketing (IM) campaigns (Nadanyiova & Sujanska, 2023, p. 1). Generation Z is increasingly influential in the market, gaining purchasing power and
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setting trends (Zatwarnicka-Madura et al., 2022, p. 1). They spend much time on social media, relying on content for inspiration and motivation. They interact strongly with DIs with a large following and specialize in a particular field (Li et al., 2020, pp. 55-56). Generation Z values authenticity and transparency in IM, preferring genuine connections over traditional advertising. DIs can shape trends and affect consumer behavior, surpassing traditional marketing strategies (Kim et al., 2020; Nadanyiova & Sujanska, 2023). Therefore, companies can reach potential customers more effectively by collaborating with DIs when targeting Generation Z. In addition, partnerships with them who share the values and interests important to Gen Z can help brands build more profound and meaningful connections with young consumers.
By recognizing the importance of emotional connections in influencing consumer behavior, marketers can create more targeted and impactful campaigns that resonate with Generation Z consumers. This can ultimately lead to increased brand loyalty and higher conversion rates in the competitive digital landscape. This study explores the impact of emotional attachment on Generation Z consumers' trust in DIs and unplanned purchase behavior. By leveraging emotional connections with influencers, brands can effectively reach Generation Z consumers and drive engagement. This study also contributes to the digital marketing strategy by identifying variables that can persuade influencers and consumers on social media. This research underscores the importance of authenticity and relatability in IM to cultivate trust and loyalty among younger audiences. The findings provide insights for DIs and practitioners to expand their followers and increase credibility in IM. Understanding emotional attachment's impact on trust and purchase behavior can help marketers tailor their strategies and build authentic relationships with followers for successful digital marketing campaigns.
Conceptual Framework
Tr st in Digital In I encers
Social media is an online platform widely used and expected to grow in popularity. Every consumer or user can become an influencer on social media if they can affect the people who follow them about an idea (Gross & Wangenheim, 2018, p. 31). DIs are individuals whose presence on social media is particularly prominent and holds significant sway over others. They are people who can exert significant effect over a large number of their followers. Typically, they possess specialized knowledge in a specific domain, such as beauty, health, gastronomy, or travel. A recent survey indicated that followers have identical levels of trust in DIs as they do in their peers (Shamim & Islam, 2022, p. 601).
The number of DIs is increasing, and the conventional influencer model involves targeting a specific market sector, such as specializing in areas like travel, fashion, gaming, entertainment, sports, and more (Sookkaew & Saephoo, 2021, p. 328). The expression DI acknowledged as a legitimate profession, surged
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in popularity in 2015, before which only 'bloggers' or 'YouTubers' were known. Nevertheless, the term DI is a contemporary term for a preexisting practice. Teams that give them the support they need from various fields for their dissemination and integration into professional challenges, such as lucrative branding contracts, have supported them for many years (Rodrigues et al., 2024, p. 26). Similar to friends who share similar interests, values, and lifestyles (Vrontis et al., 2021; Kim & Kim, 2021; Leung et al., 2022). They use social media accounts to provide information and advice to their followers on specific topics of mutual interest. They use a common language and strive to establish lasting relationships (Campbell & Farrell, 2020; Haenlein et al., 2020; Belanche et al., 2021).
DIs establish and exploit stronger connections with their followers by sharing personal content, typically centered on lifestyles, interests, and viewpoints (Ladhari et al., 2020, p. 2). They have become significant opinion leaders on the internet through blogs, channels, and social networks. The term "influencer marketing" refers to the process of working together with DI. Companies seek to incentivize them to promote and endorse their products through social media engagements (De Veirman et al., 2017, p. 801). Leung et al. (2022) specifically emphasized three distinct and essential characteristics of digital IM: (1) companies carefully choose and motivate DIs; (2) DIs actively involve their followers for business objectives; and (3) businesses utilize DIs' exclusive assets to endorse their products or services (Leung et al., 2022, p. 227).
Trust can be described as customers' anticipation of a service provider, predicated on that provider's reliability and ability to fulfill commitments (Sirdeshmukh et al., 2002, p. 16). It is a dimension of parasocial interaction, defined as an online social relationship between DIs and their followers on social media platforms (Hwang & Zhang, 2018, p. 156). This interaction includes intense emotional ties and intimacy that create a sense of trust (Dibble et al., 2016, p. 34). Trust is one of the factors that affect purchasing intentions. Trust in DIs is knowledge-based, meaning people build trust by repeatedly reading and watching their content (Hsu et al., 2013, p. 81). They are perceived as more trustworthy than celebrities due to their expertise and proximity to their followers' interests, significantly shaping their followers with their opinions (Djafarova & Rushworth, 2017; Xiao et al., 2018; Stubb et al., 2019; Masuda et al., 2022).
In particular, research topics that have gained importance include the exponential rise in popularity of DIs on social media, the widespread use of IM in business strategies, and the effect of them as a promotional tool on consumer decision-making behavior with the increase in social media interactions (Fernandez & Castillo, 2021, p. 1123). Trust in DIs has been studied in terms of how it affects people's plans to buy (Hsu et al., 2013; Silva et al., 2019; Santiago et al., 2020; Lou & Yuan, 2019; Shamim & Islam, 2022; Santiago & Serralha, 2022; Rodrigues et al., 2024), how they think about things (Nascimento et al., 2020; De Cicco et al., 2024), how they feel (Booth & Matic, 2011; De Veirman et al., 2017; Panggati et al., 2023;
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Rodrigues et al., 2024), and how they affect society (Ki et al., 2020; Chetioui et al., 2020; Sookkaew & Saephoo, 2021). Scholars have explored the ethical implications of IM, its impact on consumer trust and loyalty, and the psychological factors contributing to its effectiveness, such as social proof and parasocial relationships, in relation to DI collaborations with brands.
Emotional ttachment
Attachment is an emotional bond between an individual and a specific object, influencing the allocation of resources and resulting in emotions such as proximity-seeking behavior, separation distress, and mourning of loss (Fedorikhin et al., 2008, p. 282). Emotional attachment, a bond connecting an individual with a specific target, is an essential construct within the marketing domain (Jiménez & Voss, 2014, p. 360). Emotional attachment is a strong and distinctive tie between an individual and another human or item, characterized by intense emotions. The literature strongly supports the notion that customers have the potential to form emotional relationships with brands (Berry, 2000; Thomson et al., 2005; Ladhari et al., 2020). Emotional attachment is the bond between a consumer and a specific brand. This bond is formed by favorite encounters, common principles, and confidence. Emotional affinity can foster unwavering commitment and active promotion of a brand (Shahid et al., 2022, p. 1402).
According to Thomson et al. (2005), emotional attachment consists of three interconnected dimensions: affection, passion, and connection. Affection encompasses emotions such as adored, adulated, amicable, serene, and many other sentiments that indicate people's warm regard towards a business. Furthermore, passion encompasses emotions such as enthusiasm, exhilaration, captivation, and any other sentiment that signifies a powerful inclination that steers consumers toward a particular brand. The third dimension is the connection aspect, which encompasses being linked and united with the brand (Thomson et al., 2005, p. 78).
Emotions motivate customers to choose and connect with a product or service. The emotional connection between a company and its customers gradually forms as emotions affect our decisions in an emotional world. For this reason, marketers usually seek to build an emotional link between their brands and consumers (Levy & Hino, 2016, p. 138).
Follower-DI emotional attachment refers to the emotional connection that followers develop towards the DIs they follow. Emotional attachment is a strong relationship between a person and a specific object, such as a DI. The strength of this bond is directly related to the intensity of the individual's feelings of connection and affection towards the object (Sánchez-Fernández & Jiménez-Castillo, 2021, p. 1127). This emotional attachment fosters loyalty and trust in followers, increasing engagement and support for content. DIs can leverage this to build a dedicated and loyal following.
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Unplanned P rchaseBeha ior
The concept of unplanned purchase entered the literature in the 1950s and is still widely researched today. This concept, which was first widely studied in psychology, has gained popularity in marketing and sociology (Torlak & Tiltay, 2010, p. 406). Consumers show impulsive behaviors to satisfy their needs, and their behaviors are formed based on impulses (Rook, 1987, p. 189). Unplanned purchase behavior is defined as the consumer making a quick decision and suddenly buying the product (Clover, 1950; Stern, 1962; Rook & Gardner, 1993; Rook & Fischer, 1995; Hausman, 2000).
Unplanned purchasing behavior is more common today because of the abundance of options available to consumers and increased product and brand diversity (Kaur, 2014, p. 30). Unplanned purchase behavior is an essential factor influencing consumers' buying processes, and marketers often develop strategies to understand and manage such behavior. Marketers often design these strategies based on emotional and impulsive responses, intending to encourage consumers to make unplanned purchases (Rook & Gardner, 1993; Rook & Fischer, 1995; Wu et al., 2016).
The nine factors that significantly impact unplanned purchase behavior are low price, marginal product need, mass distribution, self-service, mass advertising, display in selected stores, short product life, small product size or lightweight, and ease of storage (Stern, 1962, pp. 61-62). Muruganantham and Bhakat (2013) categorized these nine factors into four elements: consumer characteristics, product characteristics, store characteristics, and situational factors. Previous research on unplanned purchase behavior focused on product-oriented studies but was criticized for being too product-oriented and lacking consumer insight. Researchers shifted to understanding behavioral dimensions, investigating the behavioral aspects of unplanned purchase behavior.
Unplanned purchase behavior can occur online as well as in traditional environments. Online unplanned purchase refers to the unplanned purchase of products through online shopping sites (Sumetha & Vasanthi, 2016, p. 28). Recommendations are an important external factor that pushes consumers into unplanned purchase behavior in online shopping (Henriques & Barreto, 2019, p. 252). Consumers frequently base their purchasing decisions on recommendations from friends, family, and online reviews.
Consumers buy without any order or choice, targeting unplanned purchases without a purpose, and in this case, consumers' emotions and feelings have a significant impact (Venkatesh & Renuka, 2019, p. 198). The consumers feel a sense of happiness after making an unplanned purchase. The consumer may feel positive emotions, such as excitement and pleasure, and negative emotions, such as guilt and regret (Rook & Gardner, 1993, pp. 6-7). The positive emotions can stem from the excitement of acquiring something new and the pleasure of indulging in a spontaneous treat. Consumers may also experience a temporary boost in mood or satisfaction from the act of indulging in something unexpected. On the other hand, feel-
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ings of guilt and regret may arise due to overspending or deviating from a budget. However, they may later question the necessity of the purchase and feel conflicted about their decision. These emotions can be shaped by factors such as the perceived value of the purchase and personal beliefs about spending habits.
Unplanned purchase behavior is affected by instantaneous factors, activating the purchase motive in vulnerable moments. Consumers focus on emotions like happiness, excitement, and privilege, not considering potential problems after consumption. This wasteful and unpleasant habit can lead to financial problems, restlessness, guilt, and regret when the consumption motive loses its effect (Rook & Fisher, 1995, p. 306).
Methodology
H pothesisDe elopment and Research Model
The study aims to determine the role of emotional attachment to DIs in the effect of trust in DIs on unplanned purchase behavior. In line with the purpose of the study, a literature review was conducted to formulate a hypothesis and research model. Many studies in the literature (Hsu et al., 2013; Djafarova & Rushworth, 2017; Nugraha & Setyanto, 2018; Sokolova & Kefi, 2020; Weismueller et al., 2020; Masuda et al., 2022; Ao et al., 2023) have found a positive relationship between trust in DIs and purchase intention. Other studies (Hu et al., 2019; Gunawan & Iskandar, 2020; Abdullahi et al., 2020; Hashem, 2021; Koay et al., 2023; Shamim & Islam, 2022; Liu et al., 2023), which similarly support the results of these studies but are very few, have found that trust in DIs has a positive effect on unplanned purchase behavior. Studies confirming the positive relationship between trust in DIs and emotional attachment (Sánchez-Fernández & Jiménez-Castillo, 2021; Chen & Yang, 2023) are much fewer, and there are no studies on the mediating role of emotional attachment in the relationship between trust and unplanned purchase behavior. These findings from the literature led to the formation of the hypothesis and research model.
Emotional Attachment to Digital Influences
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Trust in Digital Influe ne ers Unplanned Purchase Behavior
Figure 1. Sym olic Model of the Study
The hypothesis created in line with the symbolic model of the research:
Hypothesis 1. Emotional attachment to DIs has a mediating role in the effect of participants' perception of trust in DIs on unplanned purchase behavior.
Data Collection
The research focuses on Generation Z individuals born in 2000 or later, residing in Istanbul, and aged 18 and above. Generation Z individuals exhibit primary characteristics such as high technology adoption (Dolot, 2018, p. 46), active social media usage (Sharma et al., 2023, p. 9), and quick independent decision-making (Pavlic & Vukic, 2020, p. 86). These traits are closely linked to the concepts of "DI" (Zatwarnicka-Madura et al., 2022; Nadanyiova & Sujanska, 2023), "unplanned purchase" (Djafarova & Bowes, 2021; Chetioui & El Bouzidi, 2023), and "emotional attachment" (Awasthi & Mehta, 2020; Srirahayu et al., 2022) in the study. As of the end of 2023, Turkey's population stands at 85.4 million, with Istanbul's population at 15.6 million. Population density, defined as "the number of people per square kilometer" is 111 in Turkey and 3013 in Istanbul (TURKSTAT, 2023). Besides being Turkey's most populous city, Istanbul excels in social, cultural, and economic aspects (Aksoy & Robins, 2021; Turgut, 2021). Istanbul was chosen for the study because it represents a diverse and typical sample.
The survey technique was applied as a data collection method in the research. First and foremost, two questions are in the questionnaire form to determine the participants' social media platform usage status and whether they follow DIs. If they answer yes to these questions, they can continue filling out the questionnaire form. The questionnaire form includes five questions to determine the demographic characteristics of the participants (gender, age, income level, education level, and marital status). In the second part of the questionnaire, there are 19 propositions in total, including trust in DIs (9 propositions), emotional attachment to DIs (5 propositions), and unplanned purchase behavior (5 propositions). The questionnaire form weighted the response options for the 19 propositions from 1 to 5 respectively. These weights were graded as "(1) Strongly Disagree, (2) Disagree, (3) Neither Disagree nor Agree, (4) Agree, and (5) Strongly Agree" While creating the questionnaire form, the scales used in the studies of Sánchez-Fernández and Jiménez-Castillo (2021) for the scale of emotional attachment to DIs, Shamim and Islam (2022), Pop, Sàplàcan, Dabija, and Alt (2022) for the scale of trust in DIs, Shamim & Islam (2022), Leong, Jaafar, and Sulaiman (2017) for the scale of unplanned purchase behavior. The questionnaire form created using these scales was shared online with participants between January 29 and February 15, 2024, and data were obtained. The data obtained by removing the incorrect and incomplete questionnaires from the completed questionnaire forms were analyzed through analysis package programs.
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Results
Analyses and tests were conducted with the data obtained from the 766 questionnaire forms remaining after the questionnaire forms that were not marked, left blank, or answered incorrectly and not included in the analyses were removed from the questionnaire study conducted on individuals living in Istanbul and meeting the age criteria of Generation Z.
Ta le 1. Frequency Distri ution of Participants' Demographic Characteristics
Gender f % Education Level f %
Female 410 53,5 Primary/High School 174 22,7
Male 356 46,5 Associate Degree 366 47,8
Marital Status f % Bachelor's Degree 218 28,5
Married 76 9,9 Post Graduate 8 1,0
Single 690 90,1 Age f %
Monthly Income f % 18 Years 75 9,8
10000 TL and less 208 27,2 19 Years 98 12,8
10001- 15000 TL 365 47,7 20 Years 147 19,2
15001-20000 TL 113 14,8 21 Years 193 25,2
20001-25000 TL 46 6,0 22 Years 89 11,6
25001 TL and more 34 4,4 23 Years 34 4,4
24 Years 130 17,0
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53.5% of the participants are female, 46.5% are male; 9.9% are married, 90.1% are single; 22.7% are primary/high school, 47.8% are associate degree, 28.5% are undergraduate, 1% are graduate; 27.2% have an income level of 10000 TL and below, 47.7% have an income level of 10001- 15000 TL, 14.8% have an income level of 1500120000 TL, 6% have an income level of 20001-25000 TL, 4.4% have an income level of 25001 TL and above, 9%, 8% were 18 years old, 12.8% were 19 years old, 19.2% were 20 years old, 25.2% were 21 years old, 11.6% were 22 years old, 4.4% were 23 years old and 17% were 24 years old.
The KMO values of the scales of trust in digital DIs, emotional commitment to digital DIs, and unplanned purchase behavior used in the questionnaire form, suitable for factor analysis, are above 0.50, and Bartlett's test value is less than 0.05. These results indicate that the data is appropriate for factor analysis, suggesting a strong correlation between the variables.
Та le 2. Factor Analysis Results of the Trust in Digital influencers (TIDI) Scale
Trust in DIs Communality Factor Load Eigenvalue Variance Mean Alpha
TIDI 3 ,812 ,901 3,283 ,950
TIDI 4 ,795 ,892 3,174 ,950
n TIDI 1 ,785 ,886 3,177 ,951
TIDI 2 ,785 ,886 3,330 ,950
я TIDI 5 ,771 ,878 3,407 ,951
TIDI 6 ,744 ,863 3,214 ,952
TIDI 8 ,739 ,860 3,347 ,952
TIDI 9 ,718 ,848 3,319 ,953
TIDI 7 ,568 ,754 3,287 ,958
AVE: 0,746 CR: 0,963 10,675 74,631 3,28 ,957
NOTE: Principal component analysis with Varimax rotation. Kaiser-Meyer-Olkin sampling adequacy: 93.8%; Chi-Square for Bartlett's test of sphericity: 6828,025, s.d.: 36, p=0.000; n: 766; Overall mean: 3.28; s.d.: 1.087; Alpha for the whole scale: 0.957; Total variance explained: 74.631% Response categories: 1: Strongly Disagree.........5: Strongly Agree
As a result of the explanatory factor analysis conducted with nine items in the scale of trust in DIs, the lowest concurrence was 0.568, and the lowest factor loading was 0.754. The single dimension scale explains 74.631% of the total variance. These results indicate that the items in the scale are strongly correlated, suggesting a high level of internal consistency.
Ta le 3. Factor Analysis Results of the Emotional Attachment
to Digital influencers (EADI) Scale
Emotional Attachment to DIs Communality Factor Load Eigenvalue Variance Mean Alpha
EADI 3 ,736 ,858 3,853 ,827
EADI 1 ,665 ,816 3,793 ,841
EADI 4 ,653 ,808 3,766 ,852
EADI 2 ,649 ,805 3,857 ,844
EADI 5 ,592 ,770 4,181 ,848
AVE: 0,659 CR: 0,906 3,755 66,222 3,89 ,870
NOTE: Principal component analysis with Varimax rotation. Kaiser-Meyer-Olkin sampling adequacy: 86.7%; Chi-Square for Bartlett's test of sphericity: 1750,936, s.d.: 10, p=0.000; n: 766; Overall mean: 3.89; s.d.: 0.863; Alpha for the whole scale: 0.870; Total variance explained: 66.222% Response categories: 1: Strongly Disagree.........5: Strongly Agree
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As a result of the explanatory factor analysis conducted with the five items in the scale of emotional commitment to digital DIs, the lowest concurrence was 0.592, and the lowest factor loading was 0.770. The single-dimension scale explains 66.222% of the total variance. These results indicate that the items on the scale are closely related to each other and measure a single underlying construct.
Ta le 4. Factor Analysis Results of the Scale of Unplanned Purchase Behavior (UPB)
Unplanned Communality Factor Load Eigenvalue Variance Mean Alpha
Purchase Behavior jo r
UPB 1 UPB 2 UPB 4 UPB 3 UPB 5
,725 ,710 ,673 ,665 ,515
,851 ,843 ,820 ,815 ,718
3,758 3,527 3,582 3,718 3,852
,831 ,837 ,840 ,841 ,862
AVE: 0,657 CR: 0,905
5,494
66,392 3,687
871
NOTE: Principal component analysis with Varimax rotation. Kaiser-Meyer-Olkin sampling adequacy: 86.2%; Chi-Square for Bartlett's test of sphericity: 1764,938, s.d.: 10, p=0.000; n: 766; Overall mean: 3.68; s.d.: 1.043; Alpha for the whole scale: 0.87; Total variance explained: 66.392% Response categories: 1: Strongly Disagree.........5: Strongly Agree
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As a result of the explanatory factor analysis conducted with the five items in the scale of unplanned purchase behavior, the lowest concurrence was 0.515, and the lowest factor loading was 0.718. The single-dimension scale explains 66.392% of the total variance. The high percentage of explained variance suggests that the scale is reliable for assessing this construct.
In studies conducted in the social sciences, factor loadings greater than 0.40 are considered sufficient. When the propositions' factor loadings are examined, they are observed to be greater than 0.40 (Ye§ilyurt, 2018, p. 149). All scales' factor loadings, average variance explained (AVE), and composite reliability (CR) values were looked at to judge the measurement model. CR values should be greater than AVE values, and AVE values should be greater than 0.50 (Hair et al., 2017). In this context, the calculated AVE and CR values of the scales used in the research support convergent validity.
Cronbach's alpha values in the literature generally have a value of 0.70 and above (Kilig, 2016, p. 47). When the reliability values of the scales used were examined, it was determined that there was no drawback to conducting the analyses.
As seen in Table 5, there is a significant, low level (Alpar, 2018, p. 409) and positive (r=0,233 p<0,01) relationship between emotional attachment to DIs and trust in DIs; a significant, medium level (Alpar, 2018, p. 409) and positively (r=0,468 p<0,01); and a significant, high level (Alpar, 2018, p. 409) and positive (r=0,714 p<0,01) relationship between unplanned purchase behavior and emotional
commitment to DIs. In order to determine whether the scales used within the scope of the research show a normal distribution, skewness values indicating the degree of symmetry of the distribution and kurtosis values indicating the degree of kurtosis of the distribution were examined (Buyukozturk, 2012, p. 187). Since the skewness and kurtosis values of the data set have a value between -1.5 and +1.5 (Tabachnick & Fidell, 2013) and between +2.00 and -2.00 (George & Mallery, 2010), the data show a normal distribution (Erbay & Beydogan, 2017, p. 250).
Ta le 5. Correlation, Mean and Relia ility Values of Varia les
TIDI
EADI
UPB
TIDI EADI UPB Mean
Standard Deviation Cronbach's Alpha
1
0,233** 0,468** 3,28 1,08 0,957
1
0,714** 3,89 0,863 0,870
1
3,68 1,04 0,871
*:p<0,05; **:p<0,01; TIDI: Trust in Digital influencers, EADI: Emotional Attachment to Digital influencers, UPB: Unplanned Purchase Behavior
In order to test Hypothesis 1, which was formed in line with the purpose of the study, a structural equation model was created.
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Figure 2. Path Analysis for Hypothesis 1 The goodness of fit values o tained as a result of the model test (X2/df=4.974; RMSEA=0.072; GFI=0.908; AGFI=0.882; NFI=0.935; CFI=0.947; NNFI=939; RFI=0.925) show that the model is accepta le (Schermelleh et al., 2003, p. 30; Meydan & §e§en, 2015: 37).
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Ta le 6. Main Effects on Dependent Varia les
Factor Path Factor Standardized estimation Unstandardiz ed estimation S.E. C.R. p
EADI <— TIDI 0,241 0,184 0,03 6,096 ***
UPB <— TIDI 0,318 0,309 0,028 11,219 ***
UPB <— EADI 0,743 0,945 0,052 18,342 ***
As seen in Table 6, the model was statistically significant (p<0.05). According to Table 6, R2 (percentage of variance explained) and p (degree of significance) values show that the perception of trust in DIs affects emotional commitment to DIs (p=*** (p<0.001); R2 =0.241). With the current model, the perception of trust in DIs explains 24.1% of the variation in emotional commitment to DIs. The unexplained part of the change is due to other variables that affect the emotional commitment to DIs other than the variable considered in the model.
Table 6 shows that the model is statistically significant (p<0.05). According to Table 6, R2 (percentage of variance explained) and p (significance level) values show that the perception of trust in DIs affects unplanned purchase behavior (p=*** (p<0.001); R2 =0.318). With the current model, the perception of trust in DIs explains 31.8% of the variation in unplanned purchase behavior. The unexplained part of the change is due to variables other than those considered in the model that affect unplanned purchase behavior.
Table 6 shows that the model is statistically significant (p<0.05). According to Table 6, R2 (percentage of variance explained) and p (significance level) values show that emotional commitment to digital DIs affects unplanned purchase behavior (p=*** (p<0.001); R2 =0.743). With the current model, emotional attachment to DIs explains 74.3% of the variation in unplanned purchase behavior. The unexplained part of the change is due to variables other than those considered in the model that affect unplanned purchase behavior.
Ta le 7. Total, Direct and Indirect Effects of Trust in DIs on Unplanned Purchase Behavior
The Total Effect of Trust in DIs on Unplanned Purchase Behavior
B LLCI ULCI p
0,484 0,436 0,562 0,004
The Direct Effect of Trust in DIs on Unplanned Purchase Behavior
B LLCI ULCI p
0,309 0,257 0,368 0,011
The Effect of Emotional Attachment to DIs and Trust in DIs on Unplanned Purchase Behavior
(Indirect)
DEG --> DEDB --> PSAD B LLCI ULCI p
0,174 0,139 0,226 0,003
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The study's results showed that adding the variable of emotional attachment to the DI (indirect effect) to the model that looked at the link between trusting the DI and buying things that were not planned is still statistically significant but has a negligible effect. Therefore, it was determined that emotional attachment to the DI mediates the effect of trust in the DI on unplanned purchase behavior. In addition, since the indirect effect confidence interval (0.139-0.226) does not contain a zero value, it was determined that emotional attachment to DIs partially mediates (Hayes, 2017).
Conclusion
Digital DIs have greatly affected the purchasing behavior of Generation Z, as evidenced by studies (Zatwarnicka-Madura et al., 2022; Nadanyiova & Sujanska, 2023; Sharma et al., 2023). Generation Z, strongly inclined towards social impact and technology, has embraced them with significant social media followings (Dolot, 2018; Pavlic & Vukic, 2020). The intense emotional attachments that Generation Z forms with them, whom they see as relatable and trustworthy, significantly impact their unplanned purchase behavior (Gajanova et al., 2020, p. 290). This emotional connection often prompts Generation Z to make impulsive and unplanned purchases as they seek to mimic the DIs' lifestyles and consumption habits. This emotional connection can override the rational decision-making processes of Generation Z (Nadanyiova & Sujanska, 2023, pp. 74-75). This emotional connection can induce a sense of urgency and a fear of missing out among Generation Z, compelling them to swiftly make purchasing decisions based on their favorite DIs' recommendations (Sharma et al., 2023, p. 3). Previous studies in the literature predominantly examine the impact of trust in DIs on purchase intention, highlighting a gap in understanding the impact on unplanned purchase behavior. This study focuses on how emotional attachment affects the impact of trust in DIs on impulse buying, a topic that has yet to be explored in a comprehensive model. This aspect sets the study apart and will add valuable insights to the current body of research.
Our study has shown that emotional attachment to DIs mediates the effect of Generation Z's perceptions of trust in DIs on unplanned purchase behavior. The empirical results reveal the conceptual framework's objectivity, reliability, and confirmation of Hypothesis 1. The moderating analysis of whether emotional attachment moderates the investigated independent variables and the dependent variable has led to an acceptance of H1. The findings suggest that emotional attachment significantly shapes consumer behavior and trust towards DIs. Generation Z's emotional attachment to DIs reduces the effect of their trust in DIs on unplanned purchase behavior. In this case, it was concluded that Generation Z's emotional attachment to DIs is more effective in influencing unplanned purchase behavior. This instantaneous development, which accounts for the high level of emotional attachment and its impact on unplanned purchasing behavior, indicates the signifi -
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cance of the commitment to them. Studies that support our findings have also found that trust in the DI has a positive effect on unplanned purchase behavior (Eriksson & Jarkemyr, 2018; Abdullahi et al., 2020; Gunawan & Iskandar, 2020; Hashem, 2021; Zafar et al., 2021; Herzog, 2023), and emotional attachment has a positive effect on unplanned purchase behavior (Akbar et al., 2020; Alemu & Zewdie, 2021; Pereira, 2021; Herzog, 2023; Liu et al., 2023). As proven by the results of different studies in the literature, DIs impact unplanned purchase behavior in different ways. In the results of our study, when trust in DIs and emotional attachment to DIs are evaluated together, they continue to affect unplanned purchases. In this case, it is confirmed that emotional attachment to DIs mediates the effect of trust in DIs on unplanned purchase behavior. Including emotional attachment to DIs in the model reduces the impact of trust in DIs on unplanned purchase behavior. This demonstrates that Generation Z individuals prioritize emotional attachment over trust. Another important result of the study is that although trust in DIs affects unplanned purchase behavior, the relationship between them is low. It is believed that individuals rely on trusted them when making planned purchases. This suggests that while they play a role in influencing consumer behavior, their impact may be more significant for spontaneous purchases than planned ones. This suggests that consumers may prioritize different factors when making spontaneous purchases than when they have more time to research and consider their options. Understanding these distinctions can help marketers tailor their strategies to effectively reach consumers in both scenarios.
The study's findings suggest that emotional attachment significantly shapes Generation Z consumer behavior and trust towards DIs. Understanding these variables can help marketers tailor their strategies to better engage with Generation Z consumers on social media platforms. These findings can provide valuable and unique insights for marketers targeting Generation Z consumers through DI collaborations. These findings emphasize the importance of brands and marketers understanding Generation Z's emotional attachment to DIs to effectively affect their unplanned purchasing decisions. By recognizing and leveraging this emotional attachment, companies can better engage with this demographic and drive more unplanned purchases.
Limitations
The study identified several limitations that should be considered. These limitations should be considered when evaluating this study's results or conducting new studies. The first limitation is that the target group of the study is Turkish Generation Z, between the ages of 18 and 24, living in Istanbul. As noted, the study sample consists of individuals aged 18 to 24, making the assumptions applicable only to this specific age group. Another aspect to consider is the effect of nationality, given that the study took place in Istanbul. The authors did their best to translate the study findings from Turkish to English, but differences in word meanings between the two languages may exist. Another challenge was the complexity of
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analyzing consumers' unplanned purchase behavior and its psychological manifestation. This behavior sometimes occurs in consumers' subconscious and can be difficult for people to accept and recognize. Another limitation arose due to the need for more specifications regarding products or sectors, leading to variations based on product types and individual characteristics. Thus, research in diverse sectors could yield results distinct from those of previous studies. Lastly, the study focused solely on consumers' viewpoints, thereby omitting the viewpoints of DIs or companies.
F t re Research
Due to the narrow age range of this study's sample, the generalizability of the findings could be more robust, and therefore, it is recommended that future studies should be conducted with a sample that addresses all age groups. This study was conducted on Turkish citizens and from a Turkish perspective so that future studies can address the same research problem in different cultures and countries. Since DIs are a global phenomenon and can connect people from everywhere through social media platforms, conducting a study across different cultures would be interesting. It would also be interesting to investigate the impact of different factors on the effect of trust in DIs on unplanned purchase behavior rather than the mediation of emotional attachment. In addition, the current or potential effects of artificial intelligence applications, which have recently become a popular topic and are becoming more and more present in daily life, can also be investigated. Future studies could also be based on a specific sector or brand perspective.
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■ A social network owned by "Meta", which is recognized as extremist in Russia
