Araştırma Makalesi
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İnfluencer Pazarlamasında Tüketici Sinizmi: Satın Alma Niyeti ve Marka Sadakati Üzerine Etki Analizi

Yıl 2024, Cilt: 13 Sayı: 1, 404 - 421, 31.03.2024
https://doi.org/10.15869/itobiad.1422438

Öz

Sosyal medya, günümüzde tüketicilerin bilgi edinme, eğlenme ve sosyalleşme ihtiyaçlarını karşılayan önemli bir platform haline gelmiştir. Bu dinamik ortamda, tüketici sinizmi, markalara ve pazarlama mesajlarına karşı geliştirilen şüpheci ve eleştirel tutumu ifade etmektedir. Influencer pazarlaması, işletmelerin ürün ve hizmetlerini tanıtmak için sosyal medya influencer'larının kullanılması stratejisini içermekte ve bu stratejinin, tüketici sinizmi üzerinde önemli bir etkisi olduğu gözlemlenmektedir. Çalışma, influencer'ların güvenilir gönderilerinin ve tavsiyelerinin tüketici sinizmini azalttığını ve bu durumun marka sadakati ile satın alma niyetlerini artırdığını ortaya konmuştur. Karabük'te 214 katılımcı üzerinden yapılan anket çalışması ve verilerin yapısal eşitlik modellemesi kullanılarak analiz edilmesiyle elde edilen bulgular, influencer içeriğinin doğruluğu ve gerçekçiliğinin, tüketicilerin işletmelere olan güvenini artırarak tüketici sinizmini azaltabileceğini göstermiştir. Bu azalma, marka sadakati ve satın alma niyetlerinde artışa yol açmaktadır. Araştırma, influencer pazarlama stratejileri ve tüketici sinizmi arasındaki etkileşimi aydınlatırken, influencer pazarlamasının tüketici sinizmini hafifletme ve bunun sonucunda marka sadakati ile satın alma davranışları üzerindeki olası pozitif etkilerini vurgulamaktadır. Bu çalışmanın bulguları, özellikle dijital pazarlama stratejilerinin öneminin arttığı ve tüketici şüpheciliğinin sıkça gözlemlendiği günümüz pazarlama anlayışında oldukça önem taşımaktadır. Bu bağlamda, araştırma, influencer pazarlamasının etkili kullanımının, işletmeler için değer yaratma ve tüketici tabanını genişletme potansiyeline sahip olduğunu, influencer-işletme iş birliklerinde gerçekçilik ve güvenin kritik faktörler olduğunu göstermektedir. Bu bağlamda çalışma, işletmelerin tüketici tutumları ve kararları üzerinde olumlu etki yaratmak için influencer pazarlamasını nasıl stratejik bir araç olarak kullanabilecekleri konusunda farkındalık sunmaktadır.

Kaynakça

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  • Bailey, A. A., Bonifield, C. M., & Elhai, J. D. (2021). Modeling consumer engagement on social networking sites: Roles of attitudinal and motivational factors. Journal of Retailing and Consumer Services, 59, 102348. https://doi.org/10.1016/j.jretconser.2020.102348
  • Balaban, D., & Mustățea, M. (2019). Users’ perspective on the credibility of social media influencers in Romania and Germany. Romanian Journal of Communication and Public Relations, 21(1), 31-46. https://doi.org/10.21018/rjcpr.2019.1.269
  • Bansal, M., & Bhati, N. (2022). Influencer marketing: Its antecedents and behavioural outcomes. In Digital Marketing Outreach (pp. 29-42). Routledge India.
  • Baranow, R. (2019). The impact of influencer marketing in the fitness industry on consumers’ trust.
  • Basal, M., & Suzen, E. (2023). Consumer cynicism toward management’s handling of uncertainties a study in the aviation sector. In E3S Web of Conferences (Vol. 376). EDP Sciences. Doi:10.1051/e3sconf/202337605027
  • Baum, D., Spann, M., Füller, J., & Thürridl, C. (2019). The impact of social media campaigns on the success of new product introductions. Journal of Retailing and Consumer Services, 50, 289-297. https://doi.org/10.1016/j.jretconser.2018.07.003
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  • Bonus, A. K., Raghani, J., Visitacion, J. K., & Castaño, M. C. (2022). Influencer Marketing Factors Affecting Brand Awareness and Brand Image of Start-up Businesses. Journal of Business and Management Studies, 4(1), 189-202.https://doi.org/10.32996/jbms.2022.4.1.22
  • Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
  • Chopra, A., Avhad, V., & Jaju, A. S. (2021). Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial. Business Perspectives and Research, 9(1), 77-91. https://doi.org/10.1177/2278533720923486
  • Chylinski, M., & Chu, A. (2010). Consumer cynicism: antecedents and consequences. European Journal of Marketing, 44(6), 796-837. doi.org/10.1108/03090561011032720
  • Coyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of advertising, 30(3), 65-77.
  • Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of marketing, 35(11/12), 1238-1258.
  • Dissanayake, D. S. (2022). The Mediating Mechanism of Consumer Ethical Beliefs in Determining the Influence of Cynicism and Empathy on Green Buying Intention. Vidyodaya Journal of Management, 8(I). https://doi.org/10.31357/vjm.v8iI.5602
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  • Erkan, I., Gokerik, M., & Acikgoz, F. (2019). The impacts of facebook ads on brand image, brand awareness, and brand equity. In Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy (pp. 442-462). IGI Global.
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Consumer Cynicism in Influencer Marketing: An Impact Analysis on Purchase Intention and Brand Loyalty

Yıl 2024, Cilt: 13 Sayı: 1, 404 - 421, 31.03.2024
https://doi.org/10.15869/itobiad.1422438

Öz

Social media has become a significant platform that meets consumers' information, entertainment, and socialization needs in today's world. In this dynamic environment, consumer cynicism represents a sceptical and critical attitude developed towards brands and marketing messages. Influencer marketing involves the strategy of using social media influencers to promote businesses' products and services and is observed to have a significant impact on consumer cynicism. The study has shown that credible posts and influencer recommendations reduce consumer cynicism, thereby increasing brand loyalty and purchase intentions. Findings from a survey of 214 participants in Karabük, analyzed using structural equation modelling, indicate that the authenticity and realism of influencer content can enhance consumers' trust in businesses, significantly reducing consumer cynicism. This reduction leads to an increase in brand loyalty and purchase intentions. The research illuminates the interaction between influencer marketing strategies and consumer cynicism, emphasizing the potential of influencer marketing to mitigate consumer cynicism and its subsequent positive effects on brand loyalty and purchase behaviours. The findings of this study are particularly important in today's marketing understanding, where the importance of digital marketing strategies is increasing, and consumer scepticism is frequently observed. In this context, the research demonstrates the potential of the effective use of influencer marketing to create value for businesses and expand the consumer base, highlighting realism and trust as critical factors in influencer-business collaborations. Thus, the study provides awareness of how businesses can strategically use influencer marketing to impact consumer attitudes and decisions positively.

Kaynakça

  • Ata, S., Arslan, H. M., Baydaş, A., & Pazvant, E. (2022). The effect of social media influencers’ credibility on consumer’s purchase intentions through attitude toward advertisement. ESIC Market, 53(1), e280-e280. Doi: 10.7200/esicm.53.280
  • Aydın, G. (2021). Consumer cynicism, skepticism, brand boycotts and social media. U. Bingöl (Ed.), Trending Topics on Social Media Researches (ss. 61-90).
  • Bailey, A. A., Bonifield, C. M., & Elhai, J. D. (2021). Modeling consumer engagement on social networking sites: Roles of attitudinal and motivational factors. Journal of Retailing and Consumer Services, 59, 102348. https://doi.org/10.1016/j.jretconser.2020.102348
  • Balaban, D., & Mustățea, M. (2019). Users’ perspective on the credibility of social media influencers in Romania and Germany. Romanian Journal of Communication and Public Relations, 21(1), 31-46. https://doi.org/10.21018/rjcpr.2019.1.269
  • Bansal, M., & Bhati, N. (2022). Influencer marketing: Its antecedents and behavioural outcomes. In Digital Marketing Outreach (pp. 29-42). Routledge India.
  • Baranow, R. (2019). The impact of influencer marketing in the fitness industry on consumers’ trust.
  • Basal, M., & Suzen, E. (2023). Consumer cynicism toward management’s handling of uncertainties a study in the aviation sector. In E3S Web of Conferences (Vol. 376). EDP Sciences. Doi:10.1051/e3sconf/202337605027
  • Baum, D., Spann, M., Füller, J., & Thürridl, C. (2019). The impact of social media campaigns on the success of new product introductions. Journal of Retailing and Consumer Services, 50, 289-297. https://doi.org/10.1016/j.jretconser.2018.07.003
  • Bentler, P. M., & Chou, C. P. (1987). Practical issues in structural modeling. Sociological methods & research, 16(1), 78-117. https://doi.org/10.1177/0049124187016001004
  • Bonus, A. K., Raghani, J., Visitacion, J. K., & Castaño, M. C. (2022). Influencer Marketing Factors Affecting Brand Awareness and Brand Image of Start-up Businesses. Journal of Business and Management Studies, 4(1), 189-202.https://doi.org/10.32996/jbms.2022.4.1.22
  • Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
  • Chopra, A., Avhad, V., & Jaju, A. S. (2021). Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial. Business Perspectives and Research, 9(1), 77-91. https://doi.org/10.1177/2278533720923486
  • Chylinski, M., & Chu, A. (2010). Consumer cynicism: antecedents and consequences. European Journal of Marketing, 44(6), 796-837. doi.org/10.1108/03090561011032720
  • Coyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of advertising, 30(3), 65-77.
  • Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of marketing, 35(11/12), 1238-1258.
  • Dissanayake, D. S. (2022). The Mediating Mechanism of Consumer Ethical Beliefs in Determining the Influence of Cynicism and Empathy on Green Buying Intention. Vidyodaya Journal of Management, 8(I). https://doi.org/10.31357/vjm.v8iI.5602
  • Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19-39. https://doi.org/10.1108/YC-07-2016-00622
  • Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in human behavior, 61, 47-55.
  • Erkan, I., Gokerik, M., & Acikgoz, F. (2019). The impacts of facebook ads on brand image, brand awareness, and brand equity. In Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy (pp. 442-462). IGI Global.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104 Ghanbari, M., Yasemi, M., & Abasi, E. (2017). The intermediate role of brand loyalty in the relationship between consumer value and purchase intention (case study: Consumers of Snowa household appliances in Kermanshah city). International Review of Management and Marketing, 7(4), 116.
  • Gökerik, M., Gürbüz, A., Erkan, I., Mogaji, E., & Sap, S. (2018). Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image. Asia Pacific journal of marketing and logistics, 30(5), 1222-1238.
  • Gökerik, M. (2024). İnfluencer pazarlaması: Sosyal medya liderlerinin gücü ve etkisine teorik bir yaklaşım. In Güncel Pazarlama Yöntemleri: Stratejilerden Uygulamalara (ss. 1-21). Serüven Yayınevi. https://doi.org/10.5281/zenodo.10841433
  • Göktaş, F., & Gökerik, M. (2024). A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection. International Journal of Engineering Research and Development, 16(1), 373-382.
  • Gretzel, U. (2017). Influencer marketing in travel and tourism. In Advances in social media for travel, tourism and hospitality (pp. 147-156). Routledge.
  • Guptaa, M. (2021). Impact of influencer marketing on consumer purchase behavior during the pandemic. International Journal of Innovative Research in Engineering & Multidisciplinary Physical Sciences, 9(4), 154-165. https://pdfs.semanticscholar.org/07aa/126d14f8b1f4f3024c538e9d4f6ac6d74bfe.pdf
  • Hair Jr., J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010) Multivariate Data Analysis: A Global Perspective. 7th Edition, Pearson Education, Upper Saddle River.
  • Hartzel, K. S., Mahanes, C. J., Maurer, G. J., Sheldon, J., Trunick, C., & Wilson, S. J. (2011). Corporate posts and tweets: brand control in web 2.0. Journal of Information & Knowledge Management, 10(01), 51-58. https://doi.org/10.1142/S0219649211002821
  • Helm, A. E. (2006). Cynical consumers: dangerous enemies, loyal friends (Doctoral dissertation, University of Missouri--Columbia).
  • Helm, A. E., Moulard, J. G., & Richins, M. (2015). Consumer cynicism: Developing a scale to measure underlying attitudes influencing marketplace shaping and withdrawal behaviours. International Journal of Consumer Studies, 39(5), 515-524.
  • Hudders, L., & Lou, C. (2022). A new era of influencer marketing: Lessons from Recent Inquires and Thoughts on Future Directions. International Journal of Advertising, 41(1), 1-5. https://doi.org/10.1080/02650487.2022.2031729
  • Ichii, K., & Masuda, H. (2022). Influencer Attributes and Characterizations on Tourists’ Intention to Revisit Destination in Social Media Influencer Marketing. Doi: 10.54941/ahfe1002533
  • Indibara, I., & Varshney, S. (2020). Cynical consumer: how social cynicism impacts consumer attitude. Journal of Consumer Marketing, 38(1), 78-90. https://doi.org/10.1108/JCM-07-2019-3305
  • Indibara, I., Halder, D., & Varshney, S. (2023). Consumer cynicism: Interdisciplinary hybrid review and research agenda. International Journal of Consumer Studies, 47(6), 2724-2746. https://doi.org/10.1111/ijcs.12979
  • Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing research, 10(1), 1-9.
  • Jayasingh, S. (2019). Consumer brand engagement in social networking sites and its effect on brand loyalty. Cogent Business & Management, 6(1), 1698793.
  • Johnston, W. J., Khalil, S., Nhat Hanh Le, A., & Cheng, J. M. S. (2018). Behavioral implications of international social media advertising: an investigation of intervening and contingency factors. Journal of International Marketing, 26(2), 43-61. https://doi.org/10.1509/jim.16.0125
  • Kamaldeep, S. (2021). Influencer marketing from a consumer perspective: how attitude, trust, and word of mouth affect buying behavior. European Integration Studies, 15(1), 231-241. https://doi.org/10.5755/j01.eis.1.15.28803
  • Kenneth A. Fox (2020) When CSR backfires: understanding stakeholders’ negative responses to corporate social responsibility, Social and Environmental Accountability Journal, 40:1, 93-94 Doi: 10.1080/0969160X.2019.1711330
  • Keser, E., & Söğütlü, R. (2023). Investigation of the Mediating Role of Consumer Boycott Participation Motives in the Effect of Consumer Cynicism on Consumer Boycott Behavior. Current Research in Social Sciences, 9(1), 69-91. https://doi.org/10.30613/curesosc.1261916
  • Ketron, S. (2016). Consumer cynicism and perceived deception in vanity sizing: The moderating role of retailer (dis) honesty. Journal of Retailing and Consumer Services, 33, 33-42. https://doi.org/10.1016/j.jretconser.2016.07.018
  • Ki, C. W., Chow, T. C., & Li, C. (2023). Bridging the trust gap in influencer marketing: Ways to sustain consumers’ trust and assuage their distrust in the social media influencer landscape. International Journal of Human–Computer Interaction, 39(17), 3445-3460.
  • Krishnamurthi, L., & Raj, S. P. (1991). An empirical analysis of the relationship between brand loyalty and consumer price elasticity. Marketing science, 10(2), 172-183.
  • Kuokkanen, H., & Sun, W. (2016). Social desirability and cynicism: Bridging the attitude-behavior gap in CSR surveys. In Emotions and organizational governance (Vol. 12, pp. 217-247). Emerald Group Publishing Limited. doi.org/10.1108/S1746-979120160000012008
  • Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of interactive advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
  • Marketing Mag. (2021). New report finds that consumers are cynical about brands. Retrieved December 30, 2023. https://www.marketingmag.com.au/news/new-report-finds-that-consumers-are-cynical-about-brands/
  • Mir, I. A. (2012). Consumer attitudinal insights about social media advertising: A South Asian perspective. The Romanian Economic Journal, 15(45), 265-288.
  • Mittal, A., Bhandari, H., & Chand, P. K. (2022). Anticipated positive evaluation of social media posts: social return, revisit intention, recommend intention and mediating role of memorable tourism experience. International Journal of Culture, Tourism and Hospitality Research, 16(1), 193-206.
  • Moore, A., Yang, K., & Kim, H. M. (2018, January). Influencer marketing: Influentials’ authenticity, likeability and authority in social media. In International Textile and Apparel Association Annual Conference Proceedings (Vol. 75, No. 1). Iowa State University Digital Press.
  • Nadanyiova, M., Gajanova, L., Majerova, J., & Lizbetinova, L. (2020, June). Influencer marketing and its impact on consumer lifestyles. In Forum Scientiae Oeconomia (Vol. 8, No. 2, pp. 109-120). Doi: 10.23762/FSO_VOL8_NO2_7
  • Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of tourism Research, 38(3), 1009-1030.
  • Odou, P., & De Pechpeyrou, P. (2011). Consumer cynicism: From resistance to anti‐consumption in a disenchanted world?. European Journal of Marketing, 45(11/12), 1799-1808. https://doi.org/10.1108/03090561111167432
  • Pick, M. (2021). Psychological ownership in social media influencer marketing. European Business Review, 33(1). https://doi.org/10.1108/EBR-08-2019-0165
  • Pinto, P. A., & Paramita, E. L. (2021). Social media influencer and brand loyalty on generation Z: the mediating effect of purchase intention. Diponegoro International Journal of Business, 4(2), 105-115.
  • Rosário, A. T., Lopes, P. R., & Rosário, F. S. (2023). Influencer Marketing in the Digital Ecosystem. In Influencer Marketing Applications Within the Metaverse (pp. 132-166). IGI Global. Doi: 10.4018/978-1-6684-8898-0.ch009
  • Saima, & Khan, M. A. (2020). Effect of social media influencer marketing on consumers’ purchase intention and the mediating role of credibility. Journal of Promotion Management, 27(4), 503-523.
  • Schivinski, B., Langaro, D., & Shaw, C. (2019). The influence of social media communication on consumer's attitudes and behavioral intentions concerning brand-sponsored events. Event Management, 23(6), 835-853. https://doi.org/10.3727/152599518X15403853721268
  • Schmuck, D., Hirsch, M., Stevic, A., & Matthes, J. (2022). Politics–simply explained? How influencers affect youth’s perceived simplification of politics, political cynicism, and political interest. The International Journal of Press/Politics, 27(3), 738-762. https://doi.org/10.1177/194016122210889
  • Stevens, J. P. (2002). Applied multivariate statistics for the social sciences (Fourth Edition). New Jersey: Lawrance Erlbaum Association. https://doi.org/10.4324/9781410604491
  • Tan, S. J., & Tan, K. L. (2007). Antecedents and consequences of skepticism toward health claims: An empirical investigation of Singaporean consumers. Journal of Marketing Communications, 13(1), 59-82. https://doi.org/10.1080/13527260600963711
  • Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2021). Influencer marketing as a tool of digital consumer engagement: A systematic literature review. Indian Journal of Marketing, 51(10), 27-42. Doi: 10.17010/ijom/2021/v51/i10/166439
  • The State of Influencer Marketing Benchmark Report. (2023). Influencer Marketing Hub. Retrieved December 30, 2023. https://influencermarketinghub.com/influencer-marketing-benchmark-report/
  • Tran, H. A., Strizhakova, Y., Usrey, B., & Johnson, S. (2022). Consumer cynicism in service failures. Psychology & Marketing, 39(2), 346-359. https://doi.org/10.1002/mar.21599
  • Weiwei, J., & Yongyue, B. (2021). Influencer Marketing from the Perspective of Internet Celebrity Economy: A Literature Review and Prospects. Foreign Economics & Management, 43(01), 23-43. Doi: 10.16538/j.cnki.fem.20201122.301
  • Ye, G., Hudders, L., De Jans, S., & De Veirman, M. (2021). The value of influencer marketing for business: A bibliometric analysis and managerial implications. Journal of Advertising, 50(2), 160-178. https://doi.org/10.1080/00913367.2020.1857888
  • Yıldız, S. Y. (2022). Instagram Influencerlarının Cinsiyetine Göre Tüketici Profillerinin Belirlenmesi. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 23(4), 943-953. https://doi.org/10.37880/cumuiibf.1130303
  • Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52(1), 1-14.
Toplam 66 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Makaleler
Yazarlar

Mehmet Gökerik 0000-0002-0827-5805

Erken Görünüm Tarihi 29 Mart 2024
Yayımlanma Tarihi 31 Mart 2024
Gönderilme Tarihi 19 Ocak 2024
Kabul Tarihi 23 Mart 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 13 Sayı: 1

Kaynak Göster

APA Gökerik, M. (2024). Consumer Cynicism in Influencer Marketing: An Impact Analysis on Purchase Intention and Brand Loyalty. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 13(1), 404-421. https://doi.org/10.15869/itobiad.1422438
İnsan ve Toplum Bilimleri Araştırmaları Dergisi  Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.