Hatırlı Pazarlamada Nano-Etkileyicilerin Marka Farkındalığına Etkisi

Amaç – Bu çalışmanın amacı, akademisyenler, pazarlamacılar ve marka yöneticilerinin dikkatini, etkileyici pazarlama uygulamalarında çok yeni bir trend olan nano-etkileyicilerle çalışmanın önemine çekmek ve nano-etkileyicilerin Z kuşağı içerisinde yer alan 18-24 yaş arasındaki grubun marka farkındalığı üzerine etkisini anket verileriyle destekleyerek ortaya çıkarmaktır. Yöntem – Veriler 18-24 yaş arasında yer alan ve sosyal medyayı kullanan 328 kişiden elde edilmiş ve SPSS 25 programı kullanılarak analiz edilmiştir. Bulgular – Bulgular, gençlerin satın alma kararlarında en güvenilir kaynak olarak nano influencer'ları gördüklerini ve nano influencer'ların sosyal etkinin normatif ve bilgilendirici boyutları aracılığıyla marka bilinci oluşturmada çeşitli düzeylerde etkiye sahip olduklarını göstermektedir. Ayrıca nano ve mega influencer'lar arasında pozitif bir ilişkinin ortaya çıkmış olması, pazarlama yöneticilerine hatırlı pazarlama stratejilerinde nano ve mega influencer'larla eş zamanlı olarak çalışma seçeneği de sunmaktadır. Tartışma – Bu araştırmanın sonuçları, etkileyici pazarlama çalışmalarında çok yüksek ücretler ödeyerek bir ya da iki fenomen ya da mega etkileyici ile çalışmak yerine hem daha uygun ücretlerle hem de aynı anda çok sayıda nano etkileyici ile çalışmanın, hedef kitleye iletilmek istenen mesajın etkinliğini, 18-24 yaş grubu tüketicileri üzerinde oluşturduğu güvenilirlik algısını ve marka farkındalığını olumlu yönde etkileyeceğini göstermektedir.

The Effect of Nano-Influencers on Brand Awareness in Influencer Marketing

Purpose – The aim of this study is to draw the attention of academics, marketers and brand managers to the importance of working with nano-influencers, which is a very new trend in influencer marketing practices and to reveal the effect of nano-influencers on the brand awareness of the 18-24 age group in the Z generation by supporting the survey data. Design/methodology/approach - The data were obtained from 328 people between the ages of 18-24 who use social media and analyzed using the SPSS 25 program. Findings – The findings show that young people conisder nano-influencers as the most reliable source in their purchasing decisions and that nano-influencers have various levels of influence in building brand awareness through the normative and informative dimensions of social impact. In addition, the finding of a positive relationship between nano and mega influencers, offers marketing managers the option to work simultaneously with nano and mega influencers in their marketing strategies. Discussion – The results of this research show that instead of working with one or two celebrities or mega-influencers by paying very high fees in influencer marketing practices, working with a large number of nano influencers with more affordable prices, will positively affect the effectiveness of the message to be conveyed to the target audience along with the perception of reliability and brand awareness it creates on consumers in the 18-24 age group.

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