Sosyal Medya Pazarlamasında Fenomenlerin Online Kaynak Güvenilirliğinin Marka Değeri ve Satın Alma Niyetine Etkisi

Year 2022, , 2853 - 2868, 30.09.2022

Esra Güven , Meryem Merve Köken

https://doi.org/10.29023/alanyaakademik.1113058

Cited By: 3

Abstract

Gelişen teknoloji sonucu yaygınlaşan internet kullanımı ile işletmeler, müşterilerine ulaşmak için farklı pazarlama kanalları ve iletişim yöntemleri kullanmaktadır. Bu pazarlama kanallarından biri de sosyal medya platformlarıdır. İşletmeler, fenomenlerle işbirliği yaparak sosyal medya araçları üzerinden ürün /marka tanıtımı faaliyetleri yürütmektedir. Sosyal medya pazarlama araçlarını kullanan tüketiciler, fenomenler aracılığıyla ürün ve hizmetlere ilişkin anlık bilgi alabilmekte, içerik oluşturmakta ve diğer kullanıcılar ile deneyimlerini yine anlık paylaşabilmektedir. Fenomen kullanımının hızla yaygınlaşması tüketicilerin marka değerini ve satın alma niyetlerini de önemli ölçüde biçimlendirmektedir. Bu araştırmanın temel amacı; sosyal medya pazarlamasında fenomenlerin online kaynak güvenilirliği boyutlarının tüketici temelli marka değeri üzerinde etkisinin olup olmadığının incelenmesi ve marka değerinin satın alma niyeti üzerinde etkisinin olup olmadığını araştırmaktır. Bu çalışmada anket yöntemi kullanılmıştır. Araştırmanın evrenini 18 yaş ve üzeri sosyal medya kullanıcıları oluşturmaktadır. Örneklem için 900 katılımcıya online ve elden anket gönderilmiştir. 812 kişi anketi cevaplamıştır. Elde edilen verilerin analizi için yapısal eşitlik modeli kullanılmıştır. Araştırmanın sonucunda online kaynak güvenilirliği boyutlarından çekicilik, güvenilirlik ve online benlik sunumunun marka değeri üzerinde olumlu yönde etkisi olduğu; yetkinlik boyutunun ise marka değeri üzerinde olumlu bir etkisi olmadığı sonucuna ulaşılmıştır. Araştırmanın bir başka sonucu ise marka değerinin satın alma niyeti üzerinde olumlu etkisi bulunmasıdır.

Keywords

Sosyal Medya Pazarlaması, Fenomen, Online Kaynak Güvenilirliği, Tüketici Temelli Marka Değeri, Tüketici Satın Alma Niyeti, Marka Değeri

The Effect of Online Source Credibility of the Influencer on the Brand Equity and Consumer Purchase Intention in Social Media Marketing

Abstract

With the widespread use of internet as a result of advancing technology, businesses use various marketing channels and communication methods to reach their customers. One of these marketing channels is social media platforms. Brands or companies carry out product /brand promotion activities through social media tools by cooperating with the influencers. Consumers who use social media marketing devices, via influencers, can get information, generate contents, and share their ideas with other users about products and services. The spread of using influencers shapes the brand equity and purchase intentions rapidly and significantly. The main aim of this research is to analyse whether there is an influence of the online source credibility of the influencer on customer-based brand equity, and whether brand equity has an effect on purchase intention. Survey method has been used for this research. The universe of the research consists of social media users who are 18 years old and above. 900 participants as the sample have been surveyed online or face-to-face, and 812 of these participants have answered the questionnaire. The collected data have been analysed by using structural equation model. As a result of this research, it has been found out that attractiveness, credibility and online self-presentation which are the sub-dimensions of online source credibility have a positive effect on brand equity, and that another subdimension, competence doesn’t have a significant positive effect brand equity. Another result of this research is that brand equity has a positive influence on purchase intention.

Keywords

Social Media Marketing, Influencer, Online Source Credibility, Consumer-Based Brand Value, Consumer Purchase Intention, Brand Equity, Social Media Marketing, Influencer, Online Source Credibility, Consumer-Based Brand Value, Consumer Purchase Intention, Brand Equity

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