19517

Influencer Özelliklerinin Tüketicilerin Davranışsal Niyetleri Üzerindeki Etkisi

Sosyal medya platformları ile etkileşime geçen tüketici sayısındaki artış ile birlikte sosyal medya etkileyicileri olarak ifade edilen influencerların takipçileri ile başarılı etkileşimi, pazarlama faaliyetlerinde yaygın olarak kullanılmaya başlanmıştır. Bu çalışmada, influencerların fiziksel çekicilik, sosyal çekicilik ve tutumsal benzerlik özelliğinin influencera yönelik duyulan güvenirliğe ve duyulan güvenirliğin de tüketicilerin davranışsal niyetleri üzerindeki etkisi incelenmiştir. Çalışmada nicel araştırma yöntemi kullanılmıştır. Çalışmada veri toplama aracı olarak anket kullanılmıştır. Çevrimiçi olarak uygulanan ankette 318 geçerli veri elde edilmiştir. Verilerin analizinde LİSREL8.5 paket programı kullanılmıştır. Araştırma sonucunda influencerların fiziksel çekicilik, sosyal çekicilik ve tutumsal benzerlik özelliğinin influencera karşı güvenirliğini olumlu etkilediği görülmüştür. Ayrıca influencera karşı güvenirliğin tüketicilerin tavsiye etme ve satın alma niyetini olumlu etkilediği sonucuna ulaşılmıştır. Bu çalışmada önerilen model ile teorik olarak pazarlama literatürüne katkı sunulmaktadır. Pratik olarak influencer pazarlaması ile ilgilenen uygulayıcılara tüketicilerin davranışsal niyetleri üzerinde önemli bir etkisi bulunan güvenirliği etkileyebilecek influencer özelliklerine yönelik bilgiler sağlanmaya çalışılmıştır. Uygulayıcılar güvenirliği yüksek influencer seçimiyle tüketicilerin davranışsal niyetleri üzerinde daha fazla etkili olabileceklerdir.

Anahtar Kelimeler:

Influencer pazarlaması, fiziksel çekicilik, sosyal çekicilik, tutumsal benzerlik, satın alma niyeti, tavsiye etme niyeti

The Effect of Influencer Attrıbutes on The Behavıoral Intentıons of Consumers

Along with the increase in the number of consumers interacting with social media platforms, the successful interaction of influencers, which are expressed as social media influencers, with their followers has been widely used in marketing activities. In this study, the effect of physical attractiveness, social attractiveness and attitudinal homophily of influencers on the reliability of influencers and the effect of trust on consumers' behavioral intentions were examined. The quantitative research method was used in the study. A questionnaire was used as a data collection tool in the study. In the online survey, 318 valid data were obtained. LISREL8.5 package program was used in the analysis of the data. As a result of the research, it has been seen that the physical attractiveness, social attractiveness and attitude homophily of the influencers positively affect the reliability of the influencer. In addition, it has been concluded that the reliability of the influencer positively affects the consumers' recommendation intention and purchase intention. In this study, the proposed model contributes to the marketing literature theoretically. Practically speaking, it has been attempted to provide practitioners interested in influencer marketing with information on influencer characteristics that can influence credibility, which has a significant impact on consumers' behavioral intentions. Practitioners will be more effective on the behavioral intentions of consumers with the selection of highly reliable influencers.

Keywords:

Influencer marketing, physical attractiveness, social attractiveness, attitude homophily, purchase intention, recommendation intention,

PDF

___

Ahmadi, A., & Ieamsom. S. (2021). Influencer fit post vs celebrity fit post: which one engages Instagram users more?. Spanish Journal of Marketing-ESIC, 26(1),98-116.
Akdeniz, P. C., ve Uyar, K. (2021). Tüketicilerin Satın Alma Niyetlerinde Sosyal Medya Fenomenleri İle Kurulan Parasosyal Etkileşimin Rolü, Erciyes Akademi, 35(4), 1669-1688.
Balaji, M. S., Jiang, Y., & Jha, S. (2021). Nanoinfluencer marketing: How message features affect credibility and behavioral intentions. Journal of Business Research, 136, 293-304.
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70(103149), 1-12.
Belanche, D., Casal´o, L.V., Flavi´an, M., & Ib´a˜nez-S´anchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186–195.
Belanche, D., Flavián, M., & Ibáñez-Sánchez: (2020). Followers’ reactions to influencers’ Instagram posts Reacciones de los seguidores a las publicaciones de los influencers en Instagram. Spanish Journal of Marketing - ESIC, 24(1), 37-54.
Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479.
Çokluk, Ö., Şekercioğlu, G., ve Büyüköztürk, Ş. (2016). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LISREL Uygulamaları. 3. Baskı, Ankara: Pegem Akademi Yayınları.
Çopuroğlu, F. (2022). Fenomen pazarlamanın satın alma niyeti üzerindeki etkisinde menşei ülkenin aracılık rolü. Gaziantep University Journal of Social Sciences, 21(4), 2258-2275.
Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), 101765.
Farivar, S., & Wang, F. (2022). Effective influencer marketing: A social identity perspective. Journal of Retailing and Consumer Services, 67(103026), 1-10.
Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59(102371), 1-11.
Fernández, R. S., & David Jiménez-Castillo, D. (2021). How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value. Journal of Marketing Management, 37(11-12), 1123-1147.
Gedik, Y. (2020). Sosyal Medyada Yükselen Bir Trend: Influencer Pazarlama Üzerine Kavramsal Bir Değerlendirme. Pamukkale Üniversitesi İşletme Araştırmaları Dergisi, 7 (2) , 362-385.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2014). Multivariate Data Analysis. (7th Edition). Pearson, Prentice Hall, New Jersey.
Han, J. & Chen, H. (2022). Millennial social media users' intention to travel: the moderating role of social media influencer following behavior. International Hospitality Review, 6(2), 340-357.
Haryani, S., & Motwani, B. (2015). Discriminant model for online viral marketing influencing consumers behavioural intention. Pacific science review B: Humanities and social sciences, 1(1), 49-56.
Hsu, C. L., Liu, C. C., & Lee, Y. D. (2010). Effect of commitment and trust towards micro-blogs on consumer behavioral intention: A relationship marketing perspective. International Journal of Electronic Business Management, 8 (4), 292-303.
Influencer marketing market size worldwide from 2016 to 2023.(2022, 04 Kasım). Erişim Adresi:https://www.statista.com/statistics/1092819/global-influencer-market-size/
Influencer Marketing Nedir?.(2023, 16 Haziran). Erişim Adresi: https://dayazilim.com/influencer-marketing/ Erişim Tarihi:16.06.2023
Instagram'da Özel Günler İçin Plan Yapma.(2022, 04 Kasım). Erişim Adresi: https://business.instagram.com/blog/how-to-plan-for-holidays-on-instagram/
Junior, A. E. R., Mainardes, E. W., & Cruz, P. B. D. (2022). Antecedents of trust in product review blogs and their impact on users’ behavioral intentions. The International Review of Retail, Distribution and Consumer Research, 32(3), 266-292.
Karagür, Z., Becker, J. M., Klein, K., & Edeling, A. (2022). How, why, and when disclosure type matters for influencer marketing, International Journal of Research in Marketing, 39(2), 313-335.
Ki, C. W. C., Cuevas, L. M., Chong, M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55(102133),1-11.
Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223-232.
Kim, E. & Kim, Y. (2022). Factors affecting the attitudes and behavioral ıntentions of followers toward advertising content embedded within youtube ınfluencers' videos. Journal of Promotion Management, 28(89), 1235-1256.
Kim, M. (2022). How can I be as attractive as a fitness YouTuber in the era of COVID-19? The impact of digital attributes on flow experience, satisfaction, and behavioral intention. Journal of Retailing and Consumer Services, 64(102778), 1-15.
Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling. (2nd Ed.). New York: The Guilford Press.
Kurdi, B., Alshurideh, M., Akour, I., Tariq, E., AlHamad, A., & Alzoubi, H. (2022). The effect of social media influencers’ characteristics on consumer intention and attitude toward Keto products purchase intention. International Journal of Data and Network Science, 6(4), 1135-1146.
Lee, Y., & Tao, W. (2020). Employees as information influencers of organization’s CSR practices: The impacts of employee words on public perceptions of CSR. Public Relations Review, 46(1), 101887.
Leite, F. P., & Baptista, P. D. P. (2022). The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust. Journal of Marketing Theory and Practice, 30(3), 295-311.
Masuda, H., Han, H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174 (121246), 1-12.
Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2), 1-10.
Number of influencers brands worked with worldwide as of February 2023. (2022, 04 Kasım).Erişim Adresi: https://www.statista.com/statistics/1257613/number-influencers-brands/
Qudsi, E. I. (2022). The state of ınfluencer marketing: top ınsights for 2022, https://www.forbes.com/sites/forbesagencycouncil/2022/01/14/the-state-of-influencer-marketing-top-insights-for-2022/?sh=27fb3d145c78 Erişim tarihi: 04.11.2022.
Sinelnikov, D. (2022). The Rise of ınfluencer marketing: take your business ınternational in 2022, https://www.forbes.com/sites/forbesagencycouncil/2022/03/18/the-rise-of-influencer-marketing-take-your-business-international-in-2022/?sh=7d48fea96d9c Erişim tarihi: 04.11.2022.
Şeker, A. (2022). İnfluencerların tüketici satın alma tutum ve davranışlarına etkileri üzerine nitel bir araştırma. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 22(1) , 19-42.
Tabachnick, G. B. & Fidell, L. (2015). Çok Değişkenli İstatistiklerin Kullanımı. Baloğlu Mustafa (Çev.), 6. Baskı, Ankara: Nobel Yayınevi.
Tanyeri, E. ve Toprak, H. (2020). Nüfuz pazarlaması (ınfluencer marketing) ve satın alma davranışı ilişkisi: sosyal ağ kullanıcıları üzerinden bir araştırma, OPUS International Journal of Society Researches, 16(31) , 4265-4288.
Türkiye Influencer Marketing 2021 Raporu Yayınlandı!. (2022, 04 Kasım). Erişim Adresi: https://www.versusmedya.com/blog/turkiye-influencer-marketing-2021-raporu-yayinlandi/
Vlogger, Influencer ve Youtuber Nedir? .(2022, 04 Kasım). Erişim Adresi: https://pazarlamaturkiye.com/influencer-vlogger-youtuber-nedir/
Vrontis, D, Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
Weinlich, P. & Semerádová, T. (2022). Emotional, cognitive and conative response to influencer marketing.
Yıldırım, S. (2021). Do green women influencers spur sustainable consumption patterns? Descriptive evidences from social media influencers. Ecofeminism and Climate Change, 2(4), 198-210.
Zhang, X. (2022). Can you represent me? The influence of consumers' self-congruity on their brand loyalty behavior. Asia Pacific Journal of Marketing and Logistics, 34(10), 2073-2090.