Instagram ve Influencer Etkisi Bağlamında Hedonik Tüketim: Üniversite Gençleri Üzerine Karşılaştırmalı Bir Araştırma

Abstract

İletişim teknolojilerinde yaşanan hızlı gelişmeler, bireylerin tüketim alışkanlıklarını önemli ölçüde dönüştürmüştür. Bu dönüşümde sosyal medya platformları, tüketim tercihlerini şekillendiren önemli bir araç haline gelerek, ihtiyaç temelli tüketimden, haz ve deneyim odaklı hedonik tüketime doğru bir geçiş yaşanmıştır. Etkileşimli yapısı ve görsel gücü ile hedonik tüketimi teşvik eden mecralardan biri olan Instagram, öne çıkan platformlardan biri olmuştur. Bu çalışma, üniversite gençlerinin Instagram üzerinden gerçekleştirdikleri hedonik tüketim davranışları ile Instagram fenomenlerine (influencer) bağlı olarak sergiledikleri hedonik tüketim eğilimlerini karşılaştırmalı olarak incelemeyi amaçlamaktadır. Araştırma kapsamında katılımcıların hedonik tüketim eğilimlerini ölçmek için, Instagram’daki hedonik tüketim davranışlarına ilişkin 19 ifadeden ve Instagram fenomenlerine bağlı hedonik tüketim davranışlarına ilişkin 11 ifadeden oluşan iki ölçek kullanılmıştır. Araştırmada kullanılan ölçeklerin Cronbach’s Alpha değerleri; Instagram’daki Hedonik Tüketim Davranışları ölçeği için %91,8, Fenomenlere Bağlı Hedonik Tüketim Davranışları ölçeği için ise %94,4’tür. Bu sonuçlar ölçeklerin yüksek güvenilirliğe sahip olduğunu göstermektedir. Araştırmanın evrenini İstanbul Üniversitesi’nde örgün öğretim gören ön lisans, lisans ve lisansüstü öğrenciler oluşturmaktadır. Veriler, kolayda örnekleme yöntemi kullanılarak çevrimiçi anket tekniği ile toplanmıştır. Ankete katılan 539 kişiden, Instagram hesabı bulunmayan 28 kişinin yanı sıra eksik veya hatalı yanıt veren 65 kişi çıkarılarak toplam 446 geçerli veri analiz edilmiştir. Araştırma bulguları, Instagram’ın yüksek etkileşim kapasitesine sahip yapısının gençlerin hedonik tüketim davranışlarını yönlendirmede etkili olduğunu ortaya koymaktadır. Özellikle fenomenlerin öneri ve paylaşımlarının tüketim kararlarını doğrudan etkilediği gözlemlenmiştir. Araştırma, sosyal medya platformları ve fenomenlerin üniversite gençlerinin hedonik tüketim tercihlerinde etkili olduklarını ve hedonik tüketim alışkanlık larının sosyal medyada şekillenmesinde önemli bir rol oynadıklarını ortaya koymuştur.

Keywords

• Tüketim Kültürü
• Hedonik Tüketim
• Sosyal Medya
• Sosyal Medya Fenomeni (Influencer)
• Instagram

Hedonic Consumption in the Context of Instagram and the Influence of Social Media Influencers: A Comparative Study of University Students

Abstract

The advent of advanced communication technologies has profoundly influenced consumer behaviours. In this transformation, social media platforms have become a significant instrument in shaping consumer preferences, resulting in a shift from needs-based consumption to hedonic consumption focused on pleasure and experience. Instagram, with its interactive structure and visual potency, has emerged as a preeminent platform that fosters hedonic consumption. The objective of this study was to compare university students’ hedonic consumption behav iours on Instagram with their hedonic consumption tendencies related to Instagram influencers. In the context of the study, two distinct scales were employed to assess the participants’ hedonic consumption tendencies. The first scale comprised 19 statements designed to gauge hedonic consumption behaviours observed on Instagram, while the second scale consisted of 11 statements intended to measure hedonic consumption behaviours associated with Instagram influencers. The Cronbach's alpha values of the scales utilised in the study were found to be 91.8% for the Hedonic Consumption Behaviours on Instagram scale and 94.4% for the Hedonic Consumption Behaviours Related to Influencers scale, indicating that the scales possess high reliability. The study population consists of associate degree, undergraduate, and graduate students enrolled in full-time education at Istanbul University. The data were collected using an online survey technique with a convenience sampling method. Following the exclusion of 28 participants who did not possess an Instagram account and 65 participants whose responses were incomplete or inaccurate, the final sample comprised 446 valid data points for analysis. The research findings indicate that Instagram’s structural design, characterised by its high capacity for interaction, effectively influences the hedonic consumption behaviours of young individuals. It was observed that influencers’ recommendations and shares exert a direct influence on consumption decisions. The study revealed that social media platforms and influencers are effective in shaping university students’ hedonic consumption preferences and play a significant role in shaping hedonic consumption habits on social media.

Keywords

• Consumption Culture
• Hedonic Consumption
• Social Media
• Social Media Influencer
• Instagram

References

1. Adomaviciute, K. (2013). Relationship between utilitarian and hedonic consumer behavior and socially responsible consumption. Economics and Management, 18(4), 754–760. google scholar
2. Akturan, U. (2010). Hedonik tüketim eğiliminin plansız satın alma eğilimi üzerindeki etkisinin belirlenmesi. Öneri Dergisi, 9(33), 109–116. google scholar
3. Andriani, A. (2015). The role of social studies education at school to guard against hedonistic life style in the global era. In Sapriya, M., Kurniawan, E., & Nurbayani, S. (Eds.), The proceeding of the commemorative academic conference for the 60th anniversary of the 1955 Asian–African Conference in Bandung, Indonesia (pp. 37–43). google scholar
4. Arayess, S., & Geer, D. (2017). Social media advertising: How to engage and comply. European Food and Feed Law Review, 12(6), 529–531. google scholar
5. Aren, S. (1990). 100 soruda ekonomi el kitabı (10. baskı). İstanbul: Gerçek Yayınevi. google scholar
6. Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations, Journal of Retailing, 79, 77–95. google scholar
7. Backaler, J. (2018). Digital influence: Unleash the power of influencer marketing to accelerate your global business. Springer International Publishing. google scholar
8. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644–656. google scholar

9. Baudrillard, J. (2010). Nesneler sistemi, O. Adanır ve A. Karamollaoğlu, Çev.), Boğaziçi Üniversitesi Yayınevi. google scholar
10. Baudrillard, J. (2017). Tüketim toplumu, (N. Tutal ve F. Keskin, Çev.; 9. Baskı), Ayrıntı Yayınları. google scholar
11. Bauman, Z., & Lyon, D. (2013). Liquid surveillance: A conversation. Polity Press. google scholar
12. Baydar, M. L., Gül, H., & Akçil, A. (2007). Bilimsel araştırmanın temel ilkeleri. Süleyman Demirel Üniversitesi Basımevi. google scholar
13. Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15(4), 473–481. google scholar
14. Bocock, R. (1993). Consumption. Routledge. google scholar
15. Boter, J., & Wedel, M. (1999). Segmentation of hedonic consumption: An application of latent class analysis to consumer transaction databases. Journal of Market Focused Management, 3, 295–311. google scholar
16. Brown, B., & Hayes, N. (2008). Influencer marketing: Who really influences your customers? Butterworth-Heinemann. google scholar
17. Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469–479. google scholar
18. Chang, E., Burns, L. D., & Francis, S. K. (2004). Gender differences in the dimensional structure of apparel shopping satisfaction among Korean consumers: The role of hedonic shopping value. Clothing and Textiles Research Journal, 22(4), 185–199. google scholar
19. Chopra, A., Avhad, V. & Jaju, S. (2021). Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial, Business Perspectives and Research, 9(1), 77–91. google scholar
20. Datereportal. (2021). Digital 2021: Turkey. https://datareportal.com/reports/digital-2021-turkey google scholar
21. Deges, F. (2018). Quick guide influencer marketing. Springer Gabler. google scholar
22. Dijilopedi. (2021). 2021 Dünya internet, sosyal medya ve mobil kullanım istatistikleri. https://dijilopedi.com/2021-dunya-internet- sosyal-medya-ve-mobil-kullanim-istatistikleri/ google scholar
23. De Veirman, M., Cauberghe, V., & 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), 798–828. google scholar
24. Durukan, T., Bozaci, I., & Hamsioğlu, A. B. (2012). An investigation of customer behaviours in social media. European Journal of Economics, Finance and Administrative Sciences, 44, 148–158. google scholar
25. Fay, B., Cakim, I., Carpenter, S., Hershberger, S., O’Driscoll, S., Rabasca, E., Selvas, F., & Suckernek, W. (2017). Influencer handbook: The who, what, when, where, how, and why of influencer marketing. Word of Mouth Marketing Association. google scholar
26. Gardener, K. (2020). Influencer marketing stats 2020: Seven unbelievable, yet true facts. https://www.awin.com/gb/influencer- marketing/7-facts-about-influencer-marketing google scholar
27. Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, 8(2), 77–87. google scholar
28. Gould, S. J. (1991). An asian approach to the understanding of consumer energy, drives, and states, E. Hirschman and J. N. Sheth (Ed.), in Research in Consumer Behavior, (ss. 33–59), CT: JAI Press. google scholar
29. Gravetter, J. F., & Forzano, L. B. (2012). Research methods for the behavioral sciences (4th ed.). Linda Schreiber-Ganster. google scholar
30. Hausman, A. (2000). A multi-method investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing, 17(5), 403–426. google scholar
31. Hirschman, E. C. (1983). Predictors of self-projection, fantasy fulfillment, and escapism. The Journal of Social Psychology, 120(1), 63–76. google scholar
32. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(Summer), 92–101. google scholar
33. Hopkinson, G. C., & Pujari, D. (1999). A factor analytic study of the sources of meaning in hedonic consumption. European Journal of Marketing, 33(3/4), 273–290. google scholar
34. İpek, S. (2017). Pazarlamanın yeni divası “influencer marketing.” https://pazarlamaturkiye.com/pazarlamanin-yeni-divasi-influencer- marketing/ google scholar
35. Jahnke, M. (2018). Influencer marketing. Springer Gabler. google scholar
36. Kadıoğlu, Z. K. (2014). Tüketim iletişimi – süreçler, algılar ve tüketici. Pales Yayınları. google scholar
37. Kang, J., & Poaps, H. P. (2010). Hedonic and utilitarian shopping motivations of fashion leadership. Journal of Fashion Marketing and Management, 14(2), 312–328. google scholar
38. Ketchen, D. J., Roccapriore, A. Y., & Connelly, B. L. (2023). Using old data: When is it appropriate? Journal of Management, 49(8), 2541– 2548. https://doi.org/10.1177/01492063231177785 google scholar
39. Kim, H. S., Park, J. Y., & Jin, B. (2008). Dimensions of online community attributes: Examination of online communities hosted by companies in Korea. International Journal of Retail & Distribution Management, 36(10), 812–830. google scholar
40. Klein, K., & Melnyk, V. (2016). Speaking to the mind or the heart: Effects of matching hedonic versus utilitarian arguments and products. Marketing Letters, 27(1), 131–142. google scholar
41. Köker, N. E., & Maden, D. (2012). Hazcı ve faydacı tüketim bağlamında tüketicinin ürün temelli yenilikçiliği algılaması: Ampirik bir araştırma. İşletme Araştırmaları Dergisi, 4(2), 94–121. google scholar
42. Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. Wiley. google scholar
43. Lefebvre, H. (2007). Modern dünyada gündelik hayat, (I. Gürbüz, Çev; 2. Baskı), Metis Yayınları. google scholar
44. 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. google scholar
45. Malhotra, N. K. (2010). Marketing research an applied orientation, Sixth Edition, Pearson. google scholar
46. Martensen, A., Schack, S. B., & Zahid, A. L. (2018). How citizen influencers persuade their followers. Journal of Fashion Marketing and Management, 22(3), 335–353. google scholar
47. Neti, S. (2011). Social media and its role in marketing. International journal of enterprise and business systems, 1(2), 1–15. google scholar
48. Nirschl, M., & Steinberg, L. (2018). Einstieg in das influencer marketing: Grundlagen, strategien und erfolgsfaktoren. Springer Gabler. google scholar
49. Odabaşı, Y. (2017). Tüketim kültürü (5. baskı). Aura Kitapları. google scholar
50. Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43–53. google scholar
51. Özcan, B. (2007). Hedonizm ve kimlik temeline dayalı postmodern tüketim yaklaşımı, İstanbul Üniversitesi Sosyoloji Konferansları Dergisi, 35, 131-147. google scholar
52. Ryan, D. (2014). Understanding digital marketing: Marketing strategies for engaging the digital generation (3rd ed.). Kogan Page. google scholar
53. Safko, L. (2012). The social media bible: Tactics, tools and strategies for business success (3rd ed.). Wiley. google scholar
54. Sammis, K., Lincoln, C., & Pomponi, S. (2015). Influencer marketing for dummies. John Wiley & Sons. google scholar
55. Scarpi, D. (2020). Hedonism, utilitarianism, and consumer behavior: Exploring the consequences of customer orientation. Palgrave Macmillan. google scholar
56. Sicilia, M., & Palazon, M. (2008). Brand communities on the internet: A case study of Coca‐Cola's Spanish virtual community. Corporate Communications: An International Journal, 13(3), 255–270. google scholar
57. Singh, S. (2010). Social media marketing for dummies. Wiley. google scholar
58. Statista (2021). Distribution of Instagram users worldwide as of October 2021, by age group, https://www.statista.com/statistics/325587/ instagram- global-age-group/ google scholar
59. Tuten, T. L., & Solomon, M. R. (2013). Social media marketing. Pearson. google scholar
60. Ünal, S., & Ceylan, C. (2008). Tüketicileri hedonik alışverişe yönelten nedenler: İstanbul ve Erzurum illerinde karşılaştırmalı bir araştırma. İktisadi ve İdari Bilimler Dergisi, 22(2), 265–283. google scholar
61. Vlad, D. E. (2020). Concepts of quality connected to social media and emotions. Gabler Verlag/Springer. google scholar
62. Vrontıs, D. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda, International Journal of Consumer Studies, 45, 617–644. google scholar
63. Warde, A. (2005). Consumption and theories of practice. Journal of Consumer Culture, 5(2), 131–153. google scholar
64. Westbrook, R. A., & Black, W. C. (1985). A motivation-based shopper typology. Journal of Retailing, 61(1), 78–103. google scholar
65. Witt, U. (2010). Symbolic consumption and the social construction of product characteristics. Structural Change and Economic Dynamics, 21, 17–25. google scholar
66. Zhong, J. Y., & Mitchell, V. W. (2010). A mechanism model of the effect of hedonic product consumption on well-being. Journal of Consumer Psychology, 20(2), 152–162. google scholar