An Assessment of the Relationship Between Kid Influencers (Kidfluencers) and Brand Perception

Abstract

Influencers, who have become a part of our lives, are increasing their popularity day by day with the increasing usability of social media platforms. They can be defined as people who have a certain effect on their followers. In this context, kid influencers who also have certain effects on their followers take a part in influencer categories. The aim of this study is to reveal the relationship between the kid influencers and the brand perception of their followers. An online survey was conducted with 302 individuals who follow kid influencers, using purposive sampling. Descriptive analysis, t-test, and correlation relationships are examined within the scope of the research. Based on the findings, variables that differ according to gender within the demographic characteristics were identified as ‘knowledge and experience’, ‘entertainment’, ‘naturalness’, and ‘cuteness’. Differences in motivation for following based on whether they have children were identified in ’interest’, and ‘curiosity’, as well as ‘lifestyle’ categories. A significant and positive relationship was found between brand perception and gender and age. The top kid influencer(s) followed by the participants were Maya Başol, Kemalce, and Zayn Sofuoğlu. This study is considered important in terms of its focus on the relationship between kid influencer(s) and brand perception and to contribute to literature.

Keywords

• Influencer
• Kid Influencer
• Brand Perception
• Instamom
• Content Sharing

Çocuk Influencerlar (Kidfluencer) ile Marka Algısı Arasındaki İlişkinin Değerlendirilmesi

Abstract

Sosyal medya platformlarının kullanabilirliğinin artmasıyla birlikte hayatımıza dahil olan influencerlar, her geçen gün popülerliğini arttırmaktadır. Influencerlar takipçileri üzerinde belirli bir yönlendirme etkisi bulunan kişiler olarak ifade edilebilmektedir. Bu bağlamda takipçileri üzerinde etki bırakan çocuk influencelarda influencer kategorisi içerisinde yer almaktadır. Bu çalışmanın amacı çocuk influencer'lar ile takipçilerinin marka algısı arasındaki ilişkiyi ortaya çıkarmaktır. Çocuk influencer'ları takip eden 302 kişiyle amaçlı örneklemleme kullanılarak çevrimiçi bir anket yapılmıştır. Çalışmada betimsel analiz, t-test ve korelasyon testleri verileri ölçümlemede kullanılmıştır Bulgulara göre demografik özellikler içinde cinsiyete göre farklılık gösteren değişkenler bilgi ve deneyim, eğlence, doğallık ve sevimlilik olarak belirlenmiştir. Çocuk sahibi olup olmamalarına göre takip etme motivasyonlarındaki farklılıklar ilgi ve merak ile yaşam tarzı kategorilerinde belirlenmiştir. Marka algısı ile cinsiyet ve yaş arasında anlamlı ve pozitif bir ilişki bulunmuştur. Katılımcılar tarafından takip edilen en çok çocuk influencer'lar Maya Başol, Kemalce ve Zayn Sofuoğludur. Bu çalışma çocuk influencer'lar ile marka algısı arasındaki ilişkiye odaklanması ve literatüre katkıda bulunması açısından önemli görülmektedir.

Keywords

• Influencer
• Çocuk Influencer
• Marka Algısı
• Instamom
• İçerik Paylaşımı

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