A b s t r a c t

The main purpose of this study is to investigate the effect of influencer marketing on customer online purchase intention on Instagram social network. This study is applied in terms of purpose and in terms of the data collection method is a descriptive-correlational type. The statistical population of the study is all Instagram users who have made a purchase at least once under the influence of influencer marketing. The statistical sample of the study was 385 of these people selected by random sampling. The data collection tool is a questionnaire that includes influencer marketing (credibility, attractiveness, trustworthiness, and influencer expertise) and customer online purchase intention. SPSS version 22 software and t-statistical techniques and Pearson correlation coefficient were used to analyze the data. The findings of the first hypothesis test of the study showed that there is a significant and positive relationship between influencer credibility and customer online purchase intention. The findings of the second hypothesis test of the study showed that there is a significant and positive relationship between influencer attractiveness and customer online purchase intention. The findings of the third hypothesis test of the study showed that there is a significant and positive relationship between influencer trustworthiness and customer online purchase intention. The findings of the fourth hypothesis test of the study also showed that there is a significant and positive