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INFLUENCER PAZARLAMASININ TÜKETİCİ GÜVENİNE ETKİSİ :FITNESS SEKTÖRÜ ÜZERİNE BİR ARAŞTIRMA

Year 2022, Issue: 19, 119 - 135, 28.02.2022
https://doi.org/10.33404/anasay.1035714

Abstract

Sağlık ve zindelik son birkaç yılda talep gören konular haline geldiğinden, giderek daha fazla insan sosyal medya sitelerinde, özellikle Instagram'da bu trendden yararlanmaya çalışmaktadır. Bu durum ilgili tüm taraflara - etkileyiciler, markalar ve son tüketiciler - fayda sağlayabileceğinden, genel olarak takipçilerin güvenini nasıl kazanacağınızı bilmek önemlidir. E-ticarette güveni kapsayan çalışmalar olmasına rağmen, influencer pazarlaması, hatta daha özel olarak Instagram'daki fitness ile ilgili influencerlar ile ilgili durumu analiz eden çalışmaya rastlanılmamıştır. Bu kapsamda literatürde en çok bahsedilen üç güven boyutu, yardımseverlik, dürüstlük ve yetkinlik bağlamında anket araştırması yapılmıştır. Analiz, güven üzerinden en fazla yardımseverliğin etkili olduğunu belirtmektedir. Yetkinlik ve dürüstlük , yardımseverlikten sonra gelmektedir. Ayrıca takipçilerin şeffaflığı çok takdir ettiğini göstermiştir ve bu, influencer’ların yanı sıra onlarla çalışan markaların de tüketicilerin güvenini kazanmak adına dürüst ve özverili olması gerektiği sonucuna yol açmıştır.

References

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  • Levin, D. Z., & Cross, R. (2011). The Strength of Weak Ties You Can Trust: The Mediating Role of Trust in Effective Knowledge Transfer. Management Science, 50(11), 1477–1490. https://doi.org/10.1287/mnsc.1030.0(erişim tarihi: 22.10.2021)
  • Lim, X. J., Cheah , J. H., ve Wong, M. W. (2017). The Impact of Social Media İnfluencers On Purchase Intention And Them Ediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2), 19-36
  • Mcknight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and Validating Trust Measures for e-Commerce : An Integrative Typology. Information Systems Research, 13(3), 334–359.
  • Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing: A re-examination of the commitment-trust theory. European Journal of Marketing, 41(9–10), 1173–1202. https://doi.org/10.1108/03090560710773390(Erişim tarihi: 07.11.2021)
  • Oliveira, T., Alhinho, M., Rita, P., & Dhillon, G. (2017). Modelling and testing consumer trust dimensions in e-commerce. Computers in Human Behavior, 71, 153–164. https://doi.org/10.1016/j.chb.2017.01.050(erişim tarihi: 02.10.2021)
  • Ridgway, J., & Clayton, R. B. (2016). Instagram Unfiltered: Exploring Associations of Body Image Satisfaction, Instagram #Selfie Posting, and Negative Romantic, Relationship Outcomes. Cyberpsychology, Behavior, and Social Networking, 19(1).
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Year 2022, Issue: 19, 119 - 135, 28.02.2022
https://doi.org/10.33404/anasay.1035714

Abstract

References

  • Aljazzaf, Z. M., Perry, M., & Capretz, M. A. M. (2010). Online trust: Definition and principles. Proceedings - 5th International Multi-Conference on Computing in the Global Information Technology, ICCGI 2010, 163–168. https://doi.org/10.1109/ICCGI.2010.17(Erişim tarihi: 22.10.2021)
  • Charlesworth, A. (2018). Digital Marketing: A Practical Approach (3rd ed.). Oxon: Routledge.
  • Chen, S. C., & Dhillon, G. S. (2003). Interpreting Dimensions of Consumer Trust in E-Commerce. Information Technology and Management, 4(2–3), 303–3018.
  • Dasu, S., & Chase, R. B. (2013). The Customer Service Solution: managing emotions, trust, and control to win your customer’s business. United States of America: McGraw-Hill Education
  • Djafarova, E. & Thompson, M(2020) , Exploring the Credibility of Fitness Instagram Micro-Celebrities on Young British Males, Athens Journal of Mass Media and Communications, 6(2), 131-14
  • Erdoğan H., Özcan B. (2020) Influencer Pazarlaması Kullanımının Tüketicilerin Satın Alma Niyetine Etkisi: Instagram Influencerları Üzerine Bir Araştırma, İşletme Araştırmaları Dergisi, 12(4), 3813-3827
  • Field, A. (2009). Discovering Statistics Using SPSS (3rf ed.). London: SAGE Publications.
  • Haemers, I. (2016). Success Story of a Young Fitness Brand: Social media influence as an indicator of success in the fitness industry. Universitat de Barcelona. http://diposit.ub.edu/dspace/bitstream/2445/102484/1/TFM-DEE_Haemers_2016.pdf(Erişim tarihi: 12.11.2021)
  • https://dijilopedi.com/2021-dunya-internet-sosyal-medya-ve-mobil-kullanim-istatistikleri/ (Erişim tarihi: 12.11.2021)
  • https://www.statista.com/statistics/325587/instagram-global-age-group/(erişim tarihi: 13.10.2021)
  • Koch, A., & Luu, M. (2015). Strong is the new skinny., http://www.socio5.ch/zhdk/VTI-Beispielarbeiten/14_Alexandra_Melanie-
  • Strong_is_the_new_skinny.pdf (Erişim tarihi: 10.10.2021)
  • Lee, M. K. O., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce, 6(1), 75–91. https://doi.org/10.1080/10864415.2001.11044227(erişim tarihi: 11.10.2021)
  • Levin, D. Z., & Cross, R. (2011). The Strength of Weak Ties You Can Trust: The Mediating Role of Trust in Effective Knowledge Transfer. Management Science, 50(11), 1477–1490. https://doi.org/10.1287/mnsc.1030.0(erişim tarihi: 22.10.2021)
  • Lim, X. J., Cheah , J. H., ve Wong, M. W. (2017). The Impact of Social Media İnfluencers On Purchase Intention And Them Ediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2), 19-36
  • Mcknight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and Validating Trust Measures for e-Commerce : An Integrative Typology. Information Systems Research, 13(3), 334–359.
  • Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing: A re-examination of the commitment-trust theory. European Journal of Marketing, 41(9–10), 1173–1202. https://doi.org/10.1108/03090560710773390(Erişim tarihi: 07.11.2021)
  • Oliveira, T., Alhinho, M., Rita, P., & Dhillon, G. (2017). Modelling and testing consumer trust dimensions in e-commerce. Computers in Human Behavior, 71, 153–164. https://doi.org/10.1016/j.chb.2017.01.050(erişim tarihi: 02.10.2021)
  • Ridgway, J., & Clayton, R. B. (2016). Instagram Unfiltered: Exploring Associations of Body Image Satisfaction, Instagram #Selfie Posting, and Negative Romantic, Relationship Outcomes. Cyberpsychology, Behavior, and Social Networking, 19(1).
  • http://web.a.ebscohost.com/ehost/detail/detail?vid=8&sid=35b3c96e-7b9d-4882-8c98ed2bfefebe7a%40sessionmgr4006&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3D%3D#AN=112335534&db=buh(Erişim tarihi: 22.10.2021)
  • Ridings, C. M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. The Journal of Strategic Information Systems, 11(2), 271–295. https://doi.org/10.1016/S0963-8687(02)00021-5(erişim tarihi: 12.11.2021)
There are 21 citations in total.

Details

Primary Language Turkish
Journal Section MAKALELER
Authors

Hilal Özden Özdemir Çakır 0000-0001-8127-8044

Publication Date February 28, 2022
Published in Issue Year 2022 Issue: 19

Cite

APA Özdemir Çakır, H. Ö. (2022). INFLUENCER PAZARLAMASININ TÜKETİCİ GÜVENİNE ETKİSİ :FITNESS SEKTÖRÜ ÜZERİNE BİR ARAŞTIRMA. Anasay(19), 119-135. https://doi.org/10.33404/anasay.1035714