Dijital Çağın Yeni Trendi Sosyal Medya Etkileyicileri: Vloggerların Üniversite Öğrencilerinin Satın Alma Davranışı Üzerindeki Etkisi

Günümüzde sosyal ağ etkileyicileri, kitlelerine ürün tanıtarak pazarlamada önemli bir rol oynamaktadır. Sosyal ağların geniş pazarlama imkanları sayesinde, özellikle genç medya tüketicileri giderek daha fazla çevrimiçi etkileyicilerin içeriklerini kullanıyor. Vlogger tavsiyelerinin gençlerin satın alma niyetleri üzerinde etkili olup olmadığını inceleyen ve vloggerların homofil tutum, sosyal ve fiziksel çekicilik, güvenirlilik, uzmanlık rollerinin ve para sosyal ilişkilerinin satın alma üzerindeki etkisini ortaya çıkarmayı amaçlayan bu araştırma, Gümüşhane Üniversitesi’nde öğrenim gören 525 üniversite öğrencisiyle veri toplama aracı kullanılarak gerçekleştirilmiştir. Çalışmada on üç tane araştırma sorusu oluşturulmuş, bu araştırma sorularından hareketle ankete verilen yanıtlar T testi ve Anova analizleri ile test edilmiştir. Ulaşılan sonuçlar, örneklem dahilindeki üniversiteli gençlerin çoğunun Snapchat üzerinden vlogger takip ettiğini ve satın alma kararlarında fiziksel çekicilik, homofil tutum ve para-sosyal ilişkileri dikkate aldıklarını göstermiştir.

The New Trend of the Digital Age Social Media Impressors: The Effect of Vloggers on University Students' Purchasing Behavior

Today, social network influencers play an important role in marketing by introducing products to their masses. Thanks to the wide marketing opportunities of social networks, especially young media consumers are increasingly using the content of online influencers. This research, which examines whether Vlogger's recommendations affect the purchasing intentions of young adults and aims to reveal the effect of vloggers' homophily attitude, social and physical attractiveness, reliability, expertise roles and money social relations on purchasing, was conducted by using data collection tool with 525 university students studying at Gümüşhane University. Thirteen research questions were created in the study, and the answers given to the questionnaire were tested using the T test and Anova analysis. The results showed that most of the university youth in the sample follow the vlogger via Snapchat and take into account physical attraction, homophily attitude and money-social relations in their purchasing decisions.

___

  • Agrawal, A. J. (2016). Why influencer marketing will explode in 2017. Forbes. Retrieved 5 November 2019 from: https://www. forbes. com/sites/ajagrawal/2016/12/27/why-influencer-marketing-will-explode-in-2017/# 24e3614420a9.
  • Aguiar, T. D. and van Reijmersdal, E. (2018). Influencer Marketing, Vol. 76, ed. C. I. V. I. Leuven, (Coos Bay, OR: SWOCC).
  • Alhabash, S., & Ma, M. (2017). A tale of four platforms: Motivations and uses of Facebook, Twitter, Instagram, and Snapchat among college students?. Social Media+ Society, 3(1).
  • Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & marketing, 29(9), 639-650.
  • Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495.
  • De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.
  • De Vries, L., Gensler, S., & Leeflang, PS (2012). Marka hayranlarının marka hayran sayfalarında popülerliği: Sosyal medya pazarlamasının etkileri üzerine bir araştırma. İnteraktif Pazarlama Dergisi, 26 (2), 83-91.
  • Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.
  • Dwivedi, Y. K., Kelly, G., Janssen, M., Rana, N. P., Slade, E. L., & Clement, M. (2018). Social media: The good, the bad, and the ugly. Information Systems Frontiers, 20(3), 419-423. Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314. Ertugan, A., & Mupindu, P. (2019). Understanding the relationship between celebrity endorsement on social media and consumer purchasing intention. International Journal of Advanced and Applied Sciences, 6(5), 59-66. Eyal, K., & Rubin, A. M. (2003). Viewer aggression and homophily, identification, and parasocial relationships with television characters. Journal of Broadcasting & Electronic Media, 47(1), 77-98. Faklaris, C., & Hook, S. A. (2016). Oh, snap! The state of electronic discovery amid the rise of Snapchat, WhatsApp, Kik, and other mobile messaging apps. The Computer and Internet Lawyer, 33 (10), 1-17.
  • Filieri, R., McLeay, F., Tsui, B., & Lin, Z. (2018). Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews of services. Information & Management, 55(8), 956-970.
  • Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
  • Gallagher, K. (2018). The Influencer Marketing Report: research, strategy & platforms for leveraging social media influencers. Business Insider. 11.
  • Gong, W., & Li, X. (2017). Engaging fans on microblog: The synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7), 720-732.
  • Grifferty, S. (2016, May 28). What’s hot right now in the world of social media apps. The National. Retrieved 12 August 2019 from: http://www.thenational.ae/business/telecoms/whats-hot-right-now-in-the-world-of-social-media-apps.
  • Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of advertising, 28(4), 47-57.
  • Hanks, L., Line, N., & Yang, W. (2017). Status seeking and perceived similarity: a consideration of homophily in the social servicescape. International Journal of Hospitality Management, 60, 123-132.
  • Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing, 28(2), 149-165.
  • Hovland, C. I., & Weiss, W. (1951). The Influence of Source Credibility on Communication Effectiveness. Public Opinion Quarterly, 635-650.
  • Hsu, C. L. (2020). How vloggers embrace their viewers: Focusing on the roles of para-social interactions and flow experience. Telematics and Informatics, 49, 1-11.
  • Hung, K., Li, S. Y., & Tse, D. K. (2011). Interpersonal trust and platform credibility in a Chinese multibrand online community. Journal of Advertising, 40(3), 99-112.
  • Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155-173.
  • Influencer MarketingHub (2020). “50+ Social Media Sites You Need to Know in 2020”. Erişim adresi: https://influencermarketinghub.com/social-media-sites/,
  • Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366-376.
  • Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of advertising, 43(2), 181-195.
  • Kilambi, A., Laroche, M., & Richard, M. O. (2013). Constitutive marketing: towards understanding brand community formation. International Journal of Advertising, 32(1), 45-64.
  • Kim, E., Sung, Y., & Kang, H. (2014). Brand followers’ retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth. Computers in Human Behavior, 37, 18-25.
  • Kirkham, J. (2015, January 14). The year ahead for mobile. Campaign. Retrieved 1 July 2019, from: http://www.campaignlive.co.uk/news/1328058/
  • Knoll, J., Schramm, H., Schallhorn, C., & Wynistorf, S. (2015). Good guy vs. bad guy: The influence of parasocial interactions with media characters on brand placement effects. International Journal of Advertising, 34(5), 720-743.
  • Kurtin, K. S., O'Brien, N., Roy, D., & Dam, L. (2018). The development of parasocial interaction relationships on YouTube. The Journal of Social Media in Society, 7(1), 233-252.
  • Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54, 102027.
  • Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.
  • Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
  • Lim, Y. J. (2017). Decision to use either Snapchat or Instagram for Most Powerful Celebrities. Research Journal of the Institute for Public Relations, 3(2), 1-16.
  • Nugraha, A., & Setyanto, R. P. (2018). The effects of vlogger credibility as marketing media on brand awareness to customer purchase ıntention. journal of research in management, 1(2).
  • Noë, N., Whitaker, R. M. , Chorley, M. J. , & Pollet, T. V. (2016). “Birds of a feather locate together? foursquare checkins and personality homophily.” Computers in Human Behavior 58: 343–353.
  • Nouri, M. (2018). The power of ınfluence: Traditional celebrity vs social media ınfluencer, Advanced Writing: Pop Culture Intersections. 32.
  • Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of advertising Research.
  • Oyman, M., & Akıncı, S. (2019). Sosyal medya etkileyicileri olarak vloggerlar: Z kuşağı üzerinde para-sosyal ilişki, satın alma niyeti oluşturma ve youtube davranışları açısından vloggerların incelenmesi. Akdeniz Iletisim, (32), 441-464.
  • Qutteina, Y., Hallez, L., Mennes, N., De Backer, C., & Smits, T. (2019). What do adolescents see on social media? A diary study of food marketing images on social media. Frontiers in Psychology, 10, 1-12.
  • Parker, C., & Pfeiffer, S. (2005). Video blogging: Content to the max. IEEE MultiMedia, 12(2), 4-8.
  • Perse, E.M., & Rubin, R.B. (1989). Attribution in social and para-social relationships. Communication Research, Vol. 16 No. 1, 59-77.
  • Pew Research Center. (2019). Social Media Fact Sheet. Retrieved 21 July 2019 from: https://www.pewresearch.org/fact-tank/2019/04/10/share-of-u-s-adults-using-social-media-including-facebook-is-mostly unchanged-since-2018.
  • Phua, J., & Jin, S. A. A. (2011). ‘Finding a home away from home’: the use of social networking sites by Asia-Pacific students in the United States for bridging and bonding social capital. Asian Journal of Communication, 21(5), 504-519.
  • Phua, J., & Kim, J. J. (2018). Starring in your own Snapchat advertisement: Influence of self-brand congruity, self-referencing and perceived humor on brand attitude and purchase intention of advertised brands. Telematics and Informatics, 35(5), 1524-1533.
  • Rachbini, W. (2018). The influence of celebrity endorsements on purchase intention (a study on Vivo V7). IOSR Journal of Business and Management (IOSR-JBM), 20(8).
  • Rifon, N. J., Jiang, M., & Kim, S. (2016). Don’t hate me because I am beautiful: Identifying the relative influence of celebrity attractiveness and character traits on credibility. P. Verlegh, H. Voorveld ve M. Eisend (Yay. haz.). Advances in advertising research içinde (s.125-134). Wiesbaden: Springer Gabler.
  • Sashittal, H. C., DeMar, M., & Jassawalla, A. R. (2016). Building acquaintance brands via Snapchat for the college student market. Business Horizons, 59(2), 193-204.
  • See-To, E. W., & Ho, K. K. (2014). Value co-creation and purchase intention in social network sites: The role of electronic Word-of-Mouth and trust–A theoretical analysis. Computers in Human Behavior, 31, 182-189.
  • Scheidt, L. (2009). Diary Weblogs as Genre. Retrieved 5 September 2019 from: http://professionallurker.com/linked/2009/qp/Diary_Weblogs_as_Genre2009.pdf.
  • Schrock, A. R. (2015). Communicative affordances of mobile media: portability, availability, locatability, and multimediality. International Journal of Communication, 9, 1229–1246.
  • Shakeel, A. (2015). The role of brand credibility on purchase intention on fast food sector in Pakistan. International Journal of Information, Business and Management, 7(4), 158.
  • Silberman, L. (2015). Want Millennials? Snapchat is your new best friend. Business on Tapp. Retrieved 15 September 2019 from: https://www.tapp.com/101/want-millennials-snapchat-is-your-new-best-friend
  • Smith, A. N., & Pyle, M. A. (2015). A video is worth 1,000 words: Linking consumer value for opinion seekers to visually oriented eWOM practices. C. V. Dimofte ve C. P. Haugtvedt (Yay. haz.). Consumer Psychology in a Social Media World içinde (s. 97-118). Routledge.
  • Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53.
  • Statista, 2015, Most popular social networks worldwide as of January 2020, ranked by number of active users, Retrieved 18 September 2019 from: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
  • Thomas, T., & Johnson, J. (2017). The impact of celebrity expertise on advertising effectiveness: The mediating role of celebrity brand fit. Vision, 21(4), 367-374.
  • Till, B. D. ve Busler, M. (2000). The Match-up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs. Journal of Advertising, 1-13.
  • Tolson, A. (2013). A new authenticity? Communicative practices on YouTube. Self-Mediation: New Media, Citizenship and Civil Selves, 85. 277-289.
  • Tropp, J., & Baetzgen, A. (2019). Users’ Definition of Snapchat Usage. Implications for Marketing on Snapchat. International Journal on Media Management, 21(2), 130-156.
  • Voorveld, H. A., van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of advertising, 47(1), 38-54.
  • Wang, X., & Yang, Z. (2010). The effect of brand credibility on consumers’ brand purchase intention in emerging economies: The moderating role of brand awareness and brand image. Journal of Global Marketing, 23(3), 177-188.
  • WFA 2018. July 20. Brands to invest more on influencers. Retrieved 1 July 2019 from: https://www.wfanet.org/news-centre/multinational-brands-focus-on-influencer-transparency/
  • Yıldız B. (2019). “Snapchat İstatistikleri”, Branding Türkiye, Retrieved 22 August 2019 from: https://www.brandingturkiye.com/snapchat-istatistikleri-guncel/
  • Yoo, J. W., Lee, H. S., & Jin, Y. J. (2018). Effects of celebrity credibility on Country’s reputation: A comparison of an Olympic star and a political leader. Corporate Reputation Review, 21(3), 127-136.