INFLUENCER PAZARLAMASININ TÜKETİCİ GÜVENİNE ETKİSİ :FITNESS SEKTÖRÜ ÜZERİNE BİR ARAŞTIRMA

Sağlık ve zindelik son birkaç yılda talep gören konular haline geldiğinden, giderek daha fazla insan sosyal medya sitelerinde, özellikle Instagram'da bu trendden yararlanmaya çalışmaktadır. Bu durum ilgili tüm taraflara - etkileyiciler, markalar ve son tüketiciler - fayda sağlayabileceğinden, genel olarak takipçilerin güvenini nasıl kazanacağınızı bilmek önemlidir. E-ticarette güveni kapsayan çalışmalar olmasına rağmen, influencer pazarlaması, hatta daha özel olarak Instagram'daki fitness ile ilgili influencerlar ile ilgili durumu analiz eden çalışmaya rastlanılmamıştır. Bu kapsamda literatürde en çok bahsedilen üç güven boyutu, yardımseverlik, dürüstlük ve yetkinlik bağlamında anket araştırması yapılmıştır. Analiz, güven üzerinden en fazla yardımseverliğin etkili olduğunu belirtmektedir. Yetkinlik ve dürüstlük , yardımseverlikten sonra gelmektedir. Ayrıca takipçilerin şeffaflığı çok takdir ettiğini göstermiştir ve bu, influencer’ların yanı sıra onlarla çalışan markaların de tüketicilerin güvenini kazanmak adına dürüst ve özverili olması gerektiği sonucuna yol açmıştır.

Anahtar Kelimeler:

İNFLUENCER PAZARLAMASI, GÜVEN, FITNESS

HEIDEGGER: PHENOMENOLOGY OF BEING

Since Husserl thinks that there is no numen behind the phenomena and thus, they (phenomena) reveal their essences, he has wanted to establish phenomenology as a science of reaching these essences. However, Heidegger, considering the taking of being into bracket in Husserl’s phenomenology problematic, has stated that what really needs to be investigated is the Being (which is a distinctive phenomenon). Heidegger has discussed Being in many ways, arguing that other phenomena are visible to the extent that Being manifests itself. In this study, the investigation of the Being through phenomenology has been carried out by paying attention to the path followed by Being and Time. Heidegger firstly has discussed phenomenology by looking at the meanings of the concepts of phenomenon and logos. Phenomenon signifies self-expression, and logos signifies mind, word and relationship. Based on these concepts, Heidegger focuses on the relationships between phenomenology and Being, mind, hermeneutics, language and Dasein. Since phenomenology questions the existence of beings, it is also ontology. But since the whole investigation ultimately is tied in Dasein (at least in the early works of Heidegger), it is stated that Dasein must be made transparent in its own being. In short, here, by considering Husserl’s understanding of phenomenology, it is discussed how Heidegger has made use of phenomenology while investigating Being. Thus, it has tried to look at phenomenology from Heidegger's perspective.

Keywords:

Heidegger, Being, Phenomenon Ontology, Dasein, Phenomenology,

PDF

___

Aljazzaf, Z. M., Perry, M., & Capretz, M. A. M. (2010). Online trust: Definition and principles. Proceedings - 5th International Multi-Conference on Computing in the Global Information Technology, ICCGI 2010, 163–168. https://doi.org/10.1109/ICCGI.2010.17(Erişim tarihi: 22.10.2021)
Charlesworth, A. (2018). Digital Marketing: A Practical Approach (3rd ed.). Oxon: Routledge.
Chen, S. C., & Dhillon, G. S. (2003). Interpreting Dimensions of Consumer Trust in E-Commerce. Information Technology and Management, 4(2–3), 303–3018.
Dasu, S., & Chase, R. B. (2013). The Customer Service Solution: managing emotions, trust, and control to win your customer’s business. United States of America: McGraw-Hill Education
Djafarova, E. & Thompson, M(2020) , Exploring the Credibility of Fitness Instagram Micro-Celebrities on Young British Males, Athens Journal of Mass Media and Communications, 6(2), 131-14
Erdoğan H., Özcan B. (2020) Influencer Pazarlaması Kullanımının Tüketicilerin Satın Alma Niyetine Etkisi: Instagram Influencerları Üzerine Bir Araştırma, İşletme Araştırmaları Dergisi, 12(4), 3813-3827
Field, A. (2009). Discovering Statistics Using SPSS (3rf ed.). London: SAGE Publications.
Haemers, I. (2016). Success Story of a Young Fitness Brand: Social media influence as an indicator of success in the fitness industry. Universitat de Barcelona. http://diposit.ub.edu/dspace/bitstream/2445/102484/1/TFM-DEE_Haemers_2016.pdf(Erişim tarihi: 12.11.2021)
https://dijilopedi.com/2021-dunya-internet-sosyal-medya-ve-mobil-kullanim-istatistikleri/ (Erişim tarihi: 12.11.2021)
https://www.statista.com/statistics/325587/instagram-global-age-group/(erişim tarihi: 13.10.2021)
Koch, A., & Luu, M. (2015). Strong is the new skinny., http://www.socio5.ch/zhdk/VTI-Beispielarbeiten/14_Alexandra_Melanie-
Strong_is_the_new_skinny.pdf (Erişim tarihi: 10.10.2021)
Lee, M. K. O., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce, 6(1), 75–91. https://doi.org/10.1080/10864415.2001.11044227(erişim tarihi: 11.10.2021)
Levin, D. Z., & Cross, R. (2011). The Strength of Weak Ties You Can Trust: The Mediating Role of Trust in Effective Knowledge Transfer. Management Science, 50(11), 1477–1490. https://doi.org/10.1287/mnsc.1030.0(erişim tarihi: 22.10.2021)
Lim, X. J., Cheah , J. H., ve Wong, M. W. (2017). The Impact of Social Media İnfluencers On Purchase Intention And Them Ediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2), 19-36
Mcknight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and Validating Trust Measures for e-Commerce : An Integrative Typology. Information Systems Research, 13(3), 334–359.
Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing: A re-examination of the commitment-trust theory. European Journal of Marketing, 41(9–10), 1173–1202. https://doi.org/10.1108/03090560710773390(Erişim tarihi: 07.11.2021)
Oliveira, T., Alhinho, M., Rita, P., & Dhillon, G. (2017). Modelling and testing consumer trust dimensions in e-commerce. Computers in Human Behavior, 71, 153–164. https://doi.org/10.1016/j.chb.2017.01.050(erişim tarihi: 02.10.2021)
Ridgway, J., & Clayton, R. B. (2016). Instagram Unfiltered: Exploring Associations of Body Image Satisfaction, Instagram #Selfie Posting, and Negative Romantic, Relationship Outcomes. Cyberpsychology, Behavior, and Social Networking, 19(1).
http://web.a.ebscohost.com/ehost/detail/detail?vid=8&sid=35b3c96e-7b9d-4882-8c98ed2bfefebe7a%40sessionmgr4006&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3D%3D#AN=112335534&db=buh(Erişim tarihi: 22.10.2021)
Ridings, C. M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. The Journal of Strategic Information Systems, 11(2), 271–295. https://doi.org/10.1016/S0963-8687(02)00021-5(erişim tarihi: 12.11.2021)