The Mediating Role of Social Media Using Level on the Relationship Between Youtuber’s Reputation and Image with Customer’s Online Shopping Intentions

The aim of this study is to examine the effect of YouTuber’s reputation and image on customers’ online shopping intentions and to analyze the mediating role of level of social media usage in this relationship. The research, which is carried out in Kayseri, has particularly focused on generations Y and Z, which have higher social media usage. A face-to-face survey technique was applied and collected data from 265 people with random sampling method in the research. The sample set that consists of YouTuber followers was analyzed with SPSS program. All the research hypotheses suggested were supported by the findings. Using simple and multiple regression models, it was found out that YouTuber followers' perception of reputation and image about YouTuber have positive effect on customers’ online shopping intentions. Besides, it was seen that YouTuber followers’ social media using level played a partial mediating role in the relationship between YouTuber’s reputation and image with customers’ online shopping intentions