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Effects of Social Media Influencers on Brand Attitude From The Perspective Of Brand-Influencer Compatibility And Perceived Homophily

Year 2021, Volume: 9 Issue: 1, 257 - 266, 22.02.2021
https://doi.org/10.18506/anemon.764031

Abstract

Infleuncer marketing, a new form of social media advertising, has been frequently by brands in recent years.In this study, a conceptual model that demonstrates the effective factors in creating a positive consumer attitude and purchasing intention regarding the brands supported by social media influencers is proposed and tested with an empirical study. In May 2020, an online survey was conducted with 124 participants following at least one social media influencer.The findings reveal the positive impact of influencer in affecting consumer attitudes and purchasing intentions. It specifically underlines that marketing managers should consider the attractiveness and reliability of influencer beside influencer-brand compatibility, and influencer-target population similarity when choosing the influencer to support their brand.

References

  • Amos, C., G. Holmes ve D. Strutton (2008), “Exploring The Relationship Between Celebrity Endorser Effects And Advertising Effectiveness: A Quantitative Synthesis Of Effect Size.” International Journal Of Advertising 27, 2 : 209–234.
  • Banister, E. N. ve Cocker, H. L (2014), A Cultural Exploration Of Consumers’ Interactions And Relationships With Celebrities. Journal Of Marketing Management, 30(1‐2), 1–29.
  • Baruönü, F.Ö. (2019), Pazarlamada Dijital Dönüşüm. Prof. Dr. Muazzez Babacan (Ed.) Dijital Dönüşüm Ekseninde İşletme Uygulamaları. Detay Yayınları. İstanbul:Türkiye.
  • Bergkvist, L., Hjalmarson, H., ve Mägi, A. W. (2016), A New Model Of How Celebrity Endorsements Work: Attitude Toward The Endorsement As A Mediator Of Celebrity Source And Endorsement Effects. International Journal Of Advertising, 35, 171–184.
  • Bevilacqua, Jessica ve Del Giudice Elizabeth (2018), “Why Brands Need To Utilize Influencer Marketing İn 2018,” St. Joseph Communications, April 3, Https://Stjoseph.Com/ İnsight/İnfluencer-Marketing-2018-İnfographic/, Erişim Tarihi 3 Mart 2020
  • Breves, P. L., Lıebers, N., ve Abt, M. (2019). The Perceived Fit Between Instagram Influencers And The Endorsed Brand How Influencer – Brand Fit Affects Source Credibility And Persuasive Effectiveness, (December), 440–455.
  • Chai, J. C. Y., Malhotra, N. K., ve Alpert, F. (2015) “A Two‐Dimensional Model Of Trust–Value–Loyalty In Service Relationships”. Journal Of Retailing And Consumer Services, 26, 23 –31.
  • Choi, S. M., ve Rifon, N. J. (2012) “It Is A Match: The Impact Of Congruence Between The Celebrity Image And Consumer İdeal Self On Endorsement Effectiveness”. Psychology Ve Marketing, 29, 639–650.
  • Chung, S., ve Cho, H. (2017) “Fostering Parasocial Relationships With Celebrities On Social Media: Implications For Celebrity Endorsement”. Psychology Ve Marketing, 34(4), 481–495.
  • Colliander, J., ve Dahlén, M. (2011) “Following The Fashionable Friend: The Power Of Social Media: Weighing Publicity Effectiveness Of Blogs Versus Online Magazines”. Journal Of Advertising Research, 51, 313–320.
  • Crisci, R. ve Kassinove H.,(1973) "Effects Of Perceived Expertise, Strength Of Advice, And Environmental Setting On Parental Compliance," The Journal Of Social Psychology. 89 (2), 245-250.
  • Crutchfıeld, D. (2010) “Celebrity Endorsements Still Push Product”. Http://Adage/Article/Cmo‐Strategy/ Marketing‐Celebrity‐Endorsements‐Push‐Product/146023/,Erişim Tarihi 12.03.2020
  • Curalate. (2016, July 27). “Influencer Marketing: The Good, The Bad And The Downright Ugly.” Https://Www.Curalate.Com/Blog/ İnfluencer-Marketing-Fails/ Erişim Tarihi 11.02.2020
  • Dean, D. H., ve Biswas, A. (2001). “Third ‐Party Organization Endorsement Of Products: An Advertising Cue Affecting Consumer Prepurchase Evaluation Of Goods And Services”. Journal Of Advertising, 30(4), 41–57.
  • De Veirman, M., Cauberghe, V. ve Hudders, L. (2017), “Marketing Through Instagram Influencers: The Impact Of Number Of Followers And Product Divergence On Brand Attitude,” International Journal Of Advertising, 36 (5), 798–28.
  • Djafarova, E. ve Rushworth, C (2017), “Exploring The Credibility Of Online Celebrities’ Instagram Profiles İn Influencing The Purchase Decisions Of Young Female Users,” Computers İn Human Behavior, 68 (March), 1–7 Erdogan, B. Z. “Celebrity Endorsement: A Literature Review.” Journal Of Marketing Management 15, 4 (1999): 291–314.
  • Evans, N. , J. Phua, J., Lim, J. ve Jun, H.. “Disclosing Instagram Influencer Advertising: The Effects Of Disclosure Language On Advertising Recognition, Attitudes, And Behavioral Intent.” Journal Of Interactive Advertising 17, 2 (2017): 138–149.
  • Everett, M. R., Bhowmik, D. (1971), “Homophily-Heterophily: Relational Concepts For Communication Research”, Public Opinion Quarterly, 34, 523-538
  • Fleck, N., Korchıa, M.,ve Le Roy, I. (2012).”Celebrities İnadvertising: Looking For Congruence Or Likability?” Psychology Ve Marketing, 29, 651 –662
  • Frıedman, H. H., ve L. Friedman. “Endorser Effectiveness By Product Type.” Journal Of Advertising Research 19, 5 (1979): 63–71.
  • Fornell, C., ve Larcker, D. F. (1981). “Evaluating Structural Equation Models With Unobservable Variables And Measurement Error”, Journal Of Marketing Research, 3950.
  • Giffin, K. (1967), "The Contribution Of Studies Of Source Credibility To A Theory Of Interpersonal Trust İn The Communication Process," Psychological Bulletin, 68 (2), 104-119.
  • Gilly, M. C., Graham, J. L., Wolfınbarger, M. F. ve Yale, L. J. (1998), “A Dyadic Study Of İnterpersonal İnformation Search”, Journal Of The Academy Of Marketing Science. 26, 2, 83-100
  • Horai, J.M., Naccarıi, N. ve Fatouuah, E. (1974), "The Effects Of Expertise And Physical Attractiveness Upon Opinion Agreement And Liking," Sociomeity, 37 (4), 601606.
  • Hovland, C. I., Irving K. J, ve Kelley, H. (1953), Communication And Persuasion, New Haven, Ct: Yale University Press.
  • Kahle, L. R. ve Homer, P.M. (1985), "Physical Attractiveness Of The Celebrity Endorser: A Social Adaptation Perspective," Journal Of Consumer Research, 11 (March), 954-961.
  • Kamıns, M. A. (1990). “An Investigation Into The “Match‐Up” Hypothesis İn Celebrity Advertising: When Beauty May Be Only Skin Deep”. Journal Of Advertising, 19,4 –13.
  • Kamins, M. A., & Gupta, K. (1994). “Congruence between spokesperson and product type: A matchup hypothesis perspective”. Psychology & Marketing, 11(6), 569–586
  • Katz, E., Lazarsfeld, P.F. (1955), Personal Influence, Free Press, Glencoe, I
  • Kline, R.B. (1998). Principles And Practice Of Structural Equation Modeling, The Guilford Pres, New York.
  • Koernig, S. K., ve Boyd, T.C. (2009). “To Catch A Tiger Or Let Him Go: The Match-Up Effect And Athlete Endorsers For Sport And Non-Sport Brands.” Sport Marketing Quarterly 18 (2009): 25–37.
  • Lazarsfeld, P., Merton, R. (1954), Friendship As A Social Process: Asubstantive And Methodological Analysis. Içinde Ed. Monroe Berger, Theodore Abel, And Charles H (Freedomand Control İn Modern Society New York: Van Nostrand, 18-66 Miller Ve Baseheart (1969)
  • Lester, L., Lester, L., Edwards, P., Fleming, A., Lacey, J., Lester, L., … Williams, T. (2019). Trust , Engagement , İnformation And Social Licence — İnsights From New Zealand Trust , Engagement , İnformation And Social Licence — İnsights From New Zealand.
  • Lınqıa. (2018). “The State Of Influencer Marketing 2018.” Retrieved March 9, 2018, From Http://Www.Linqia.Com/İnsights/Report-The-State-Of-İnfluencermarketing-2018/ , Erişim Tarihi 15.12.2019
  • Lou, C., ve Yuan, S. (2019). “Influencer Marketing : How Message Value And Credibility Affect Consumer Trust Of Branded Content On Social Media Influencer Marketing : How Message Value And Credibility Affect Consumer”. Journal Of Interactive Advertising, 0(0), 1–16.
  • Maddux, James E. ve Rogers, R.W. (1980), "Effects Of Source Expertness, Physical Attractiveness And Supporting Arguments On Persuasion: A Case Of Brains Over Beauty," Journal Of Personality And Social Psychology, 39 (2), 235-244.
  • Mccracken, G. “Who Is The Celebrity Endorser? Cultural Foundations Of The Endorsement Process.” Journal Of Consumer Research 16, 3 (1989): 310–321.
  • Mcquaıl, D. (1983), Mass Communication Theory: An Introduction, London: Sage.
  • Miller, F. M., ve Lacznıak, G. R. (2011). “The Ethics Of Celebrity‐Athlete Endorsement: What Happens When A Star Steps Out Of Bounds?” Journal Of Advertising Research, 51(3), 499–510.
  • Mills, J. ve Aronson, E. (1965), "Opinion Change As A Function Of Communicator's Attractiveness And Desire To Influence," Journal Of Personality And Social Psychology, 1 (2), 173-177.
  • Mills, J. ve Harvey, J. (1972), "Opinion Change As A Function Of When Information About The Communicator İs Received And Whether He İs Attractive Or Expert," Journal Of Personality And Social Psychology, 21 (1), 52-55.
  • Mishra, A. S, Roy,S. ve Bailey, A.A. (2015) “Exploring Brand Personality– Celebrity Endorser Personality Congruence İn Celebrity Endorsements İn The Indian Context.” Psychology & Marketing 32, 12 1158–1174.
  • Nguyen, B., Choudhury, M. M., ve Melewar, T. C. (2015). “An Integrated Model Of Firms' Brand Likeability: Antecedents And Consequences”. Journal Of Strategic Marketing, 23, 122–140.
  • Ohanian, R. (1990). Construction And Validation Of A Scale To Measure Celebrity Endorsers ’ Perceived Expertise , Trustworthiness , And Attractiveness, Journal Of Advertising, 19(3), 39–52.
  • Örs, M. (2018). “İnternet Fenomenlerini Neden Takip Ediyoruz? Tüketici-Fenomen İlişkisini Güçlendiren Nedenlerin Ampirik Bir Çalışma İle Değerlendirilmesi”, İşletme Araştırmaları Dergisi, 10 (4), 187-209. Patel, D. “10 Tips For Marketing To Gen Z Customers”, Forbes, Https://Www.Forbes.Com/Sites/Deeppatel/2017/05/01/10-Tips-For-Marketing-To-Gen-Z-Consumers/#36fabae43c50, Erişim Tarihi 10.01.2020
  • Reeves, R. A., Baker, G. A., ve Truluck, C. S. (2012). “Celebrity Worship, Compulsive Buying, And The Empty Self”. Psychology & Marketing, 29(9), 674–679.
  • Sakib, M. N., Zolfagharian, M. ve Yazdanparast, A. (2019). “Does Parasocial İnteraction With Weight Loss Vloggers Affect Compliance? The Role Of Vlogger Characteristics, Consumer Readiness, And Health Consciousness”. Journal Of Retailing And Consumer Services.
  • Senft, T. (2008). Camgirls: Celebrity And Community İn The Age Of Social Networks. New York: Peter Lang. Sipahi, B. (2010), Sosyal Bilimlerde SPSS'le Veri Analizi, Beta Yayınları,İstanbul.
  • Spitzberg, B. H., ve Cupach, W. R. (2008). “Fanning The Flames Of Fandom: Celebrity Worship, Parasocial İnteraction, And Stalking”. In J. R. Meloy, L. Sheridan, Ve J. Hoffman (Eds.), Stalking, Threatening, And Attacking Public Figures: A Psychological And Behavioral Analysis (Pp. 287–321). New York, Ny: Oxford University Press.
  • Steadman, M. (1969), "How Sexy Illustrations Affect Brand Recall," Journal Of Advertising Research, 9 (February), 15-19
  • Swant, M. (2016), “Twitter Says Users Now Trust Influencers Nearly As Much As Their Friends,” Adweek, May 10, Http://Www.Adweek.Com/Digital/Twitter-Saysusers-Now-Trust-İnfluencers-Nearly-Much-Their-Friends171367/, Erişim Tarihi 02.01.2020
  • Tabachnick, B.& Fidell, L.S.. (2007). Using Multivarite Statistics. Pearson Education,USA.
  • Till, B. D., Ve Busler, M. (1998). “Matching Products With Endorsers: Attractiveness Versus Expertise”. Journal Of Consumer Marketing, 15(6), 576–586.
  • Torres, P., Augusto, M.,ve Matos, M. (2019). “Antecedents And Outcomes Of Digital Influencer Endorsement : An Exploratory Study”, Psychology & Marketing, 36(12),1267–1276.
  • Tran, G. A., ve Strutton, D. (2014). “Has Reality Television Come Of Age As A Promotional Platform? Modeling The Endorsement Effectiveness Of Celebreality and Reality Stars”. Psychology & Marketing, 31(4), 294–305. Tran, G. A., ve Strutton, D. (2019). “Investigating The Marketing Impact Of Consumers ’ Connectedness To Celebrity Endorsers”. Psychology & Marketing 36 (10), 923-935
  • Weimann G., (1994), The Influentials: People Who Influence People, State University Of New York Press, Albany, Ny
  • Wolfinbarger, M.F., Gilly, M.C. (1993). The Encoding And Decoding Of Gift Symbolism, University Of California At Irvine Working Paper

Algısal Homofili ve Marka-Fenomen Uyumu Perspektifinden Sosyal Medya Fenomenlerinin Marka Tutumuna Etkisi

Year 2021, Volume: 9 Issue: 1, 257 - 266, 22.02.2021
https://doi.org/10.18506/anemon.764031

Abstract

Çalışmada, sosyal medya fenomenlerinin destekledikleri markalarla ilgili olarak pozitif tüketici tutumu ve satın alma niyeti oluşturmalarında etkili faktörleri ortaya koyan kavramsal bir model önerilmiş ve ampirik bir çalışma ile test edilmiştir. En az bir sosyal medya fenomenini takip eden 124 katılımcıyla çevrimiçi anket yoluyla gerçekleştirilen tanımlayıcı araştırmanın bulguları, tüketici tutumlarını ve satın alma niyetlerini etkilemede sosyal medya fenomenlerinin etkisini ortaya koymakta, ayrıca markalarını desteklemek için sosyal medya fenomenlerini belirlerken, pazarlama yöneticilerinin fenomen çekiciliğini, güvenilirliğini ve fenomen-marka uyumunu ve fenomen hedef kitle benzerliğini de (algısal homofili) dikkate almaları gerektiğinin altını çizmektedir.

References

  • Amos, C., G. Holmes ve D. Strutton (2008), “Exploring The Relationship Between Celebrity Endorser Effects And Advertising Effectiveness: A Quantitative Synthesis Of Effect Size.” International Journal Of Advertising 27, 2 : 209–234.
  • Banister, E. N. ve Cocker, H. L (2014), A Cultural Exploration Of Consumers’ Interactions And Relationships With Celebrities. Journal Of Marketing Management, 30(1‐2), 1–29.
  • Baruönü, F.Ö. (2019), Pazarlamada Dijital Dönüşüm. Prof. Dr. Muazzez Babacan (Ed.) Dijital Dönüşüm Ekseninde İşletme Uygulamaları. Detay Yayınları. İstanbul:Türkiye.
  • Bergkvist, L., Hjalmarson, H., ve Mägi, A. W. (2016), A New Model Of How Celebrity Endorsements Work: Attitude Toward The Endorsement As A Mediator Of Celebrity Source And Endorsement Effects. International Journal Of Advertising, 35, 171–184.
  • Bevilacqua, Jessica ve Del Giudice Elizabeth (2018), “Why Brands Need To Utilize Influencer Marketing İn 2018,” St. Joseph Communications, April 3, Https://Stjoseph.Com/ İnsight/İnfluencer-Marketing-2018-İnfographic/, Erişim Tarihi 3 Mart 2020
  • Breves, P. L., Lıebers, N., ve Abt, M. (2019). The Perceived Fit Between Instagram Influencers And The Endorsed Brand How Influencer – Brand Fit Affects Source Credibility And Persuasive Effectiveness, (December), 440–455.
  • Chai, J. C. Y., Malhotra, N. K., ve Alpert, F. (2015) “A Two‐Dimensional Model Of Trust–Value–Loyalty In Service Relationships”. Journal Of Retailing And Consumer Services, 26, 23 –31.
  • Choi, S. M., ve Rifon, N. J. (2012) “It Is A Match: The Impact Of Congruence Between The Celebrity Image And Consumer İdeal Self On Endorsement Effectiveness”. Psychology Ve Marketing, 29, 639–650.
  • Chung, S., ve Cho, H. (2017) “Fostering Parasocial Relationships With Celebrities On Social Media: Implications For Celebrity Endorsement”. Psychology Ve Marketing, 34(4), 481–495.
  • Colliander, J., ve Dahlén, M. (2011) “Following The Fashionable Friend: The Power Of Social Media: Weighing Publicity Effectiveness Of Blogs Versus Online Magazines”. Journal Of Advertising Research, 51, 313–320.
  • Crisci, R. ve Kassinove H.,(1973) "Effects Of Perceived Expertise, Strength Of Advice, And Environmental Setting On Parental Compliance," The Journal Of Social Psychology. 89 (2), 245-250.
  • Crutchfıeld, D. (2010) “Celebrity Endorsements Still Push Product”. Http://Adage/Article/Cmo‐Strategy/ Marketing‐Celebrity‐Endorsements‐Push‐Product/146023/,Erişim Tarihi 12.03.2020
  • Curalate. (2016, July 27). “Influencer Marketing: The Good, The Bad And The Downright Ugly.” Https://Www.Curalate.Com/Blog/ İnfluencer-Marketing-Fails/ Erişim Tarihi 11.02.2020
  • Dean, D. H., ve Biswas, A. (2001). “Third ‐Party Organization Endorsement Of Products: An Advertising Cue Affecting Consumer Prepurchase Evaluation Of Goods And Services”. Journal Of Advertising, 30(4), 41–57.
  • De Veirman, M., Cauberghe, V. ve Hudders, L. (2017), “Marketing Through Instagram Influencers: The Impact Of Number Of Followers And Product Divergence On Brand Attitude,” International Journal Of Advertising, 36 (5), 798–28.
  • Djafarova, E. ve Rushworth, C (2017), “Exploring The Credibility Of Online Celebrities’ Instagram Profiles İn Influencing The Purchase Decisions Of Young Female Users,” Computers İn Human Behavior, 68 (March), 1–7 Erdogan, B. Z. “Celebrity Endorsement: A Literature Review.” Journal Of Marketing Management 15, 4 (1999): 291–314.
  • Evans, N. , J. Phua, J., Lim, J. ve Jun, H.. “Disclosing Instagram Influencer Advertising: The Effects Of Disclosure Language On Advertising Recognition, Attitudes, And Behavioral Intent.” Journal Of Interactive Advertising 17, 2 (2017): 138–149.
  • Everett, M. R., Bhowmik, D. (1971), “Homophily-Heterophily: Relational Concepts For Communication Research”, Public Opinion Quarterly, 34, 523-538
  • Fleck, N., Korchıa, M.,ve Le Roy, I. (2012).”Celebrities İnadvertising: Looking For Congruence Or Likability?” Psychology Ve Marketing, 29, 651 –662
  • Frıedman, H. H., ve L. Friedman. “Endorser Effectiveness By Product Type.” Journal Of Advertising Research 19, 5 (1979): 63–71.
  • Fornell, C., ve Larcker, D. F. (1981). “Evaluating Structural Equation Models With Unobservable Variables And Measurement Error”, Journal Of Marketing Research, 3950.
  • Giffin, K. (1967), "The Contribution Of Studies Of Source Credibility To A Theory Of Interpersonal Trust İn The Communication Process," Psychological Bulletin, 68 (2), 104-119.
  • Gilly, M. C., Graham, J. L., Wolfınbarger, M. F. ve Yale, L. J. (1998), “A Dyadic Study Of İnterpersonal İnformation Search”, Journal Of The Academy Of Marketing Science. 26, 2, 83-100
  • Horai, J.M., Naccarıi, N. ve Fatouuah, E. (1974), "The Effects Of Expertise And Physical Attractiveness Upon Opinion Agreement And Liking," Sociomeity, 37 (4), 601606.
  • Hovland, C. I., Irving K. J, ve Kelley, H. (1953), Communication And Persuasion, New Haven, Ct: Yale University Press.
  • Kahle, L. R. ve Homer, P.M. (1985), "Physical Attractiveness Of The Celebrity Endorser: A Social Adaptation Perspective," Journal Of Consumer Research, 11 (March), 954-961.
  • Kamıns, M. A. (1990). “An Investigation Into The “Match‐Up” Hypothesis İn Celebrity Advertising: When Beauty May Be Only Skin Deep”. Journal Of Advertising, 19,4 –13.
  • Kamins, M. A., & Gupta, K. (1994). “Congruence between spokesperson and product type: A matchup hypothesis perspective”. Psychology & Marketing, 11(6), 569–586
  • Katz, E., Lazarsfeld, P.F. (1955), Personal Influence, Free Press, Glencoe, I
  • Kline, R.B. (1998). Principles And Practice Of Structural Equation Modeling, The Guilford Pres, New York.
  • Koernig, S. K., ve Boyd, T.C. (2009). “To Catch A Tiger Or Let Him Go: The Match-Up Effect And Athlete Endorsers For Sport And Non-Sport Brands.” Sport Marketing Quarterly 18 (2009): 25–37.
  • Lazarsfeld, P., Merton, R. (1954), Friendship As A Social Process: Asubstantive And Methodological Analysis. Içinde Ed. Monroe Berger, Theodore Abel, And Charles H (Freedomand Control İn Modern Society New York: Van Nostrand, 18-66 Miller Ve Baseheart (1969)
  • Lester, L., Lester, L., Edwards, P., Fleming, A., Lacey, J., Lester, L., … Williams, T. (2019). Trust , Engagement , İnformation And Social Licence — İnsights From New Zealand Trust , Engagement , İnformation And Social Licence — İnsights From New Zealand.
  • Lınqıa. (2018). “The State Of Influencer Marketing 2018.” Retrieved March 9, 2018, From Http://Www.Linqia.Com/İnsights/Report-The-State-Of-İnfluencermarketing-2018/ , Erişim Tarihi 15.12.2019
  • Lou, C., ve Yuan, S. (2019). “Influencer Marketing : How Message Value And Credibility Affect Consumer Trust Of Branded Content On Social Media Influencer Marketing : How Message Value And Credibility Affect Consumer”. Journal Of Interactive Advertising, 0(0), 1–16.
  • Maddux, James E. ve Rogers, R.W. (1980), "Effects Of Source Expertness, Physical Attractiveness And Supporting Arguments On Persuasion: A Case Of Brains Over Beauty," Journal Of Personality And Social Psychology, 39 (2), 235-244.
  • Mccracken, G. “Who Is The Celebrity Endorser? Cultural Foundations Of The Endorsement Process.” Journal Of Consumer Research 16, 3 (1989): 310–321.
  • Mcquaıl, D. (1983), Mass Communication Theory: An Introduction, London: Sage.
  • Miller, F. M., ve Lacznıak, G. R. (2011). “The Ethics Of Celebrity‐Athlete Endorsement: What Happens When A Star Steps Out Of Bounds?” Journal Of Advertising Research, 51(3), 499–510.
  • Mills, J. ve Aronson, E. (1965), "Opinion Change As A Function Of Communicator's Attractiveness And Desire To Influence," Journal Of Personality And Social Psychology, 1 (2), 173-177.
  • Mills, J. ve Harvey, J. (1972), "Opinion Change As A Function Of When Information About The Communicator İs Received And Whether He İs Attractive Or Expert," Journal Of Personality And Social Psychology, 21 (1), 52-55.
  • Mishra, A. S, Roy,S. ve Bailey, A.A. (2015) “Exploring Brand Personality– Celebrity Endorser Personality Congruence İn Celebrity Endorsements İn The Indian Context.” Psychology & Marketing 32, 12 1158–1174.
  • Nguyen, B., Choudhury, M. M., ve Melewar, T. C. (2015). “An Integrated Model Of Firms' Brand Likeability: Antecedents And Consequences”. Journal Of Strategic Marketing, 23, 122–140.
  • Ohanian, R. (1990). Construction And Validation Of A Scale To Measure Celebrity Endorsers ’ Perceived Expertise , Trustworthiness , And Attractiveness, Journal Of Advertising, 19(3), 39–52.
  • Örs, M. (2018). “İnternet Fenomenlerini Neden Takip Ediyoruz? Tüketici-Fenomen İlişkisini Güçlendiren Nedenlerin Ampirik Bir Çalışma İle Değerlendirilmesi”, İşletme Araştırmaları Dergisi, 10 (4), 187-209. Patel, D. “10 Tips For Marketing To Gen Z Customers”, Forbes, Https://Www.Forbes.Com/Sites/Deeppatel/2017/05/01/10-Tips-For-Marketing-To-Gen-Z-Consumers/#36fabae43c50, Erişim Tarihi 10.01.2020
  • Reeves, R. A., Baker, G. A., ve Truluck, C. S. (2012). “Celebrity Worship, Compulsive Buying, And The Empty Self”. Psychology & Marketing, 29(9), 674–679.
  • Sakib, M. N., Zolfagharian, M. ve Yazdanparast, A. (2019). “Does Parasocial İnteraction With Weight Loss Vloggers Affect Compliance? The Role Of Vlogger Characteristics, Consumer Readiness, And Health Consciousness”. Journal Of Retailing And Consumer Services.
  • Senft, T. (2008). Camgirls: Celebrity And Community İn The Age Of Social Networks. New York: Peter Lang. Sipahi, B. (2010), Sosyal Bilimlerde SPSS'le Veri Analizi, Beta Yayınları,İstanbul.
  • Spitzberg, B. H., ve Cupach, W. R. (2008). “Fanning The Flames Of Fandom: Celebrity Worship, Parasocial İnteraction, And Stalking”. In J. R. Meloy, L. Sheridan, Ve J. Hoffman (Eds.), Stalking, Threatening, And Attacking Public Figures: A Psychological And Behavioral Analysis (Pp. 287–321). New York, Ny: Oxford University Press.
  • Steadman, M. (1969), "How Sexy Illustrations Affect Brand Recall," Journal Of Advertising Research, 9 (February), 15-19
  • Swant, M. (2016), “Twitter Says Users Now Trust Influencers Nearly As Much As Their Friends,” Adweek, May 10, Http://Www.Adweek.Com/Digital/Twitter-Saysusers-Now-Trust-İnfluencers-Nearly-Much-Their-Friends171367/, Erişim Tarihi 02.01.2020
  • Tabachnick, B.& Fidell, L.S.. (2007). Using Multivarite Statistics. Pearson Education,USA.
  • Till, B. D., Ve Busler, M. (1998). “Matching Products With Endorsers: Attractiveness Versus Expertise”. Journal Of Consumer Marketing, 15(6), 576–586.
  • Torres, P., Augusto, M.,ve Matos, M. (2019). “Antecedents And Outcomes Of Digital Influencer Endorsement : An Exploratory Study”, Psychology & Marketing, 36(12),1267–1276.
  • Tran, G. A., ve Strutton, D. (2014). “Has Reality Television Come Of Age As A Promotional Platform? Modeling The Endorsement Effectiveness Of Celebreality and Reality Stars”. Psychology & Marketing, 31(4), 294–305. Tran, G. A., ve Strutton, D. (2019). “Investigating The Marketing Impact Of Consumers ’ Connectedness To Celebrity Endorsers”. Psychology & Marketing 36 (10), 923-935
  • Weimann G., (1994), The Influentials: People Who Influence People, State University Of New York Press, Albany, Ny
  • Wolfinbarger, M.F., Gilly, M.C. (1993). The Encoding And Decoding Of Gift Symbolism, University Of California At Irvine Working Paper
There are 57 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Özge Baruönü 0000-0001-5533-775X

Publication Date February 22, 2021
Acceptance Date January 13, 2021
Published in Issue Year 2021 Volume: 9 Issue: 1

Cite

APA Baruönü, Ö. (2021). Algısal Homofili ve Marka-Fenomen Uyumu Perspektifinden Sosyal Medya Fenomenlerinin Marka Tutumuna Etkisi. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 9(1), 257-266. https://doi.org/10.18506/anemon.764031

Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.