Didem Zeynep BAYAZIT, Beril DURMUŞ, Figen YILDIRIM

Pazarlama İletişim Aracı Olarak Yeni Medyada Dijital Etkileyiciler: Vloggerların Karakteristik Özellikleri Ve Bilgi Birikimi Tiplerinin Vlogger İtibarına Etkisi Üzerine Bir Araştırma

Günden güne gücü artan yeni medyanın önemli oyuncuları olarak vloggerlar markaların iletişim çabalarına destek olurken, kendilerine bağlı kitlelerin satın alma kararlarını oluşturmalarında etkin rol oynamaktadırlar. Vloggerların karakteristik özelliklerinin yanında sundukları bilgi birikimin kaynağı ve bunu nasıl bir ruh halinde sundukları, vlogger tercihini ve sonrasında kendilerine duyulan itibar algısını etkilemektedir. Bu çalışmada iletişim çabalarında vlogları kullanacak markaların özellikle seçilen vloggerın bilgi birikimi tipleri ve karakteristik özelliklerinin vloggerın itibar oluşumunda ne kadar etkili olduğu anlaşılmaya çalışılmıştır. Bu sebeple, kolayda örneklem yöntemi kullanılarak 224 katılımcıyla yapılan anket veri toplama yöntemiyle söz konusu ilişki irdelenmiştir. Sonuç olarak literatürde henüz az sayıda olan vlog üzerine yapılacak olan gelecekteki çalışmalara ışık tutması amacıyla vloggerların iletişim aracı olarak seçimi/kullanımında, içerik yaratılmasında marka ile özdeşleşen iletişim stratejilerinin sunulmasının önemi vurgulanmaktadır.

Anahtar Kelimeler:

Dijital etkileyiciler, yeni medya, teknik/uzmanlık kaynaklı bilgi, deneyim kaynaklı bilgi birikimi, vlogger

Digital Influencers in New Media as a Marketing Communicatıon Tool: A Research About The Effects of Vloggers' Characteristics and Types of Knowledge on Vlogger’ Reputation

The growing power of vloggers, new players of new media, and their effective influence on their connected network’s buying decisions have emerged as a new communication tool for brands. Vloggers’ characteristics and knowledge have important relationship with vloggers’ reputation. The purpose of this paper is to investigate how consumers respond to this type of brand communication activity (vlogging), and evaluate its effects on the choosen vloggers’ reputation. A survey with convenience sampling involving 224 vlog audiences as participants was analyzed in the empirical study to investigate the relationship between the previously mentioned variables. As a result, with the aim of being light for future studies about vlogs; in case of using vloggers as a marketing communication tool, it must be well understood that creating/choosing synergetic content with the elements of brand communication mix is important.

Keywords:

Authoritative knowledge, new media, digital influencers, vlogger, engagement knowledge,

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