FİKİR LİDERLERİ AYNI ZAMANDA FİKİR ARAYANLAR MIDIR? TEKNOLOJİK ÜRÜNLER ÜZERİNE BİR ARAŞTIRMA

Yıl 2016, Cilt: 18 Sayı: 2, 115 - 123, 17.12.2016

Yusuf Karaca H. Fulya Yüksel

Öz

 Fikir liderliği kavramı çok sayıda çalışmanın konusu olmasına rağmen fikir arayanlarla ilgili çalışma sayısı azdır. Bazı ürün grupları için fikir liderlerinin aynı zamanda fikir arayan kişiler de olabileceğine yönelik araştırmalar mevcuttur. Ancak bu konudaki çalışmalar az olmakla birlikte bulguları açısından çelişkiler göstermektedir. Bu nedenle bu araştırmada fikir liderlerinin aynı zamanda fikir arayan olup olmadıkları teknolojik ürünler (bilgisayar, akıllı telefon, ev elektroniği ürünleri, vb.) üzerinden ölçümlenmeye çalışılmıştır. Araştırmada kişilerin kendilerini değerlendirecekleri anket formları kullanılmış ve toplamda geçerli 184 adet form üzerinden analizler yürütülmüştür. Araştırmanın bulgularına göre teknolojik ürünlerde fikir lideri ve fikir arayan kişilerin örtüşme durumu %19 olarak bulunmuştur. Ayrıca hem fikir liderliği hem de fikir arayışının yaş ve medeni duruma göre değişmediği ancak diğer demografik veriler açısından farklılık gösterebildiği tespit edilmiştir. 

Anahtar Kelimeler

Fikir Lideri, Fikir Arayan, Ağızdan Ağıza Pazarlama

ARE OPINION LEADERS ALSO OPINION SEEKERS? A RESEARCH ABOUT TECHNOLOGICAL PRODUCTS

Öz

 Opinion leadership is the subject of many studies but the numbers of the studies about opinion seekers are less. In some product groups there are some available studies which suggest that opinion leaders are also opinion seekers. But these studies are unfortunately inedaquate and the findings are also controversial. Therefore, this research is aim that the proposal of opinion leaders also being opinion seekers is investigated through technological products (computer, smartphone, house electronics, etc.). In that context self-evaluation survey forms are used in the research and 184 valid forms are used in the analysis. According to the findings, for technological products, only 19% of the respondents are found to be both opinion leaders and opinion seekers in a relationship. In addition, it is found that opinion leadership and opinion seeking are not dependent on age and marital status; but there are differences according to other demographic variables. 

Anahtar Kelimeler

Opinion Leader, Opinion Seeker, Word of Mouth Marketing

Kaynakça

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