“BLUE TICK” EFFECT ON INSTAGRAM MARKETING ACTIVITIES

Year 2022, Volume: 12 Issue: 24, 64 - 94, 28.11.2022

Fatih Şahin , Reyhan Bahar

https://doi.org/10.53092/duiibfd.1125928

Abstract

The studies on social media as a communication and marketing tool typically focus on attitudes towards social media. However, there are limited studies that focused on variables such as influencer credibility (IC), brand credibility (BC), and the attitude towards social media marketing activities (SMMA). The trust badge or the blue tick icon given by the relevant platforms owned by the influencers can affect the behavior of the customers. Brands can carry out promotional activities directly from their accounts on social media platforms or indirectly via influencer accounts. BC and IC can be decisive to customers’ attitude. In this study, within the framework of four different scenarios, IC (low/high), BC (low/high) and the effects of these two variables on brand awareness, attitude towards the brand, perceived brand value and brand purchase intention where the customers’ attitude towards SMMA is a control variable examined. Research data collected from 308 participants by simple random sampling method and analyzed by two-way MANCOVA. Results show that BC and IC levels in social media content affect brand awareness, attitude towards the brand, perceived brand value, brand purchase intention. It concluded that customers’ attitudes towards SMMA also play an important role in their attitude towards the brand.

Keywords

Social Media Marketing, Brand Credibility, Influencer Credibility, Purchase Intention

INSTAGRAM PAZARLAMA FAALİYETLERİNDE “MAVİ TİK ETKİSİ”

Abstract

Sosyal medya bir iletişim ve pazarlama aracı olarak yaygın şekilde kullanılmaktadır. Bu alanda yapılan çalışmalar genellikle sosyal medyaya yönelik tutumlara odaklanmıştır. Influencer güvenilirliği marka güvenilirliği gibi değişkenlerin sosyal medya pazarlama faaliyetlerine yönelik tutumu da göz önüne alındığında çalışmaların kısıtlı olduğu gözlemlenmektedir. Influencerların sahip oldukları, platformlar tarafından verilen güven rozeti veya mavi tik olarak adlandırılan simgenin müşterilerin davranışları üzerinde etkisi bulunabilmektedir. Markalar sosyal medya platformlarındaki hesaplarından doğrudan veya influencer hesaplarıdan dolaylı olarak tutundurma faaliyetleri gerçekleştirebilmektedir. Bu noktada da müşterilerin o markayı ne derece güvenilir buldukları belirleyici olabilmektedir. Bu çalışmada influencer güvenilirliğinin (düşük/yüksek) ve marka güvenilirliğini (düşük/yüksek) olduğu dört farklı senaryo geliştirilmiştir. Bu iki değişkenin marka farkındalığı, markaya yönelik tutum, algılanan marka değeri ve marka satın alma niyeti üzerindeki etkileri müşterilerin sosyal medya pazarlama faaliyetlerine yönelik tutumu olan kontrol değişkeninin etkileri de göz önünde bulundurularak araştırılmıştır. Araştırmanın varsayımlarının sınanmasında basit rastgele örneklem yöntemiyle 308 katılımcıdan elde edilen veriler, iki yönlü MANCOVA analizi ve SPSS programı kullanılmıştır. Araştırmanın sonuçlarına göre sosyal medya paylaşımlarında yer alan marka ve influencer güvenilirlik düzeylerinin marka farkındalığı, markaya yönelik tutum, algılanan marka değeri ve marka satın alma niyeti üzerinde olumlu bir etkisi bulunmaktadır. Müşterilerin sosyal medya pazarlama faaliyetlerine yönelik tutumlarının da markaya yönelik tutumda önemli bir rol oynadığı sonucuna ulaşılmıştır.

Keywords

Sosyal Medya Pazarlaması, Marka Güvenilirliği, İnfluencer Güvenilirliği, Satın Alma Niyeti, Social Media Marketing, Brand Credibility, Influencer Credibility, Purchase Intention

References

• Agozzino, A. (2012). Building a personal relationship through social media: A study of millennial students’ brand engagement. Ohio Communication Journal, 50(1), 181-204.
• Ahmad, I. (2018). The influencer marketing revolution. Social Media Today, 15(2), 22-26.
• Akar, E., & Topçu, B. (2011). An examination of the factors influencing consumers' attitudes toward social media marketing. Journal of Internet Commerce, 10(1), 35-67.
• Akkaya, D. T., Akyol, A. & Şimşek, G. G. (2017). Sosyal medya reklamcılığında tüketici algılarının tutum, davranış ve satın alma niyeti üzerine etkisi. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 39(2), 361-388.
• Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and perceived web quality. Internet Research, 25(5), 707–733.
• Amelina, D. & Zhu, Y.Q. (2016). Investigating effectiveness of source credibility elements on social commerce endorsement: the case of Instagram in Indonesia. Pacific Asia Conference on Information Systems, Chiayi, 232.
• Amos, C., Holmes, G., & Strutton, D. (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.
• Ashnai, B., Henneberg, S. C., Naudé, P., & Francescucci, A. (2016). Inter-personal and inter-organizational trust in business relationships: An attitude-behavior-outcome model. Industrial Marketing Management, 52, 128–139.
• Aslan, A., & Ünlü, D. G. (2016). Instagram fenomenleri ve reklam ilişkisi: Instagram fenomenlerinin gözünden bir değerlendirme. Maltepe Üniversitesi İletişim Fakültesi Dergisi, 3(2), 41-65.
• Aziz, S., Md Husin, M., Hussin, N., & Afaq, Z. (2019). Factors that influence individuals’ intentions to purchase family takaful mediating role of perceived trust. Asia Pacific Journal of Marketing and Logistics, 31(1), 81–104.
• Bi, N. C., & Zhang, R. (2022). “I will buy what my ‘friend’ recommends”: The effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions. Journal of Research in Interactive Marketing, ahead-of-print(ahead-of-print). 10.1108/JRIM-08-2021-0214.
• Brown, T. A. (2015). Confirmatory factor analysis for applied research. New York, NY, Guilford Publications.
• Can, Serap, & Koz, K. A. (2018). Sosyal Medyada Tüketı̇cı̇ Onaylı Pazarlama: Instagram Örneğı̇. Kurgu, 26(3), 444-457.
• Cha, J. 2009. Shopping on social networking web sites: Attitudes toward real versus virtual items. Journal of Interactive Advertising 10(1): 77–93.
• Chen, Y., Fay, S., and Wang, Q. (2011). The role of marketing in social media: How online consumer reviews evolve. Journal of Interactive Marketing, 25(2), 85-94.
• Connolly, B. (2017). Why consumers follow, listen to, and trust influencers. Erişim adresi https://www.olapic.com/resources/consumers-follow-listen-trust-influencers_article/
• Creatorden. (2020). 2019’da Influencer Marketıng’de Neler Oldu? Erişim adresi https://creatorden.com/2019da-influencer-marketingde-neler-oldu/
• Çalışır, G. & Aydoğan Kılıç, T. (2018). Sosyal medyanın ı̇nşa ettiği yeni kanaat önderlerinin markaların ürün tanıtımındaki rolü: Instagram uygulaması üzerine bir analiz. 2nd International Symposium on Social Science and Educational Research içinde, 922-937, Konya, 22-24 Ekim 2018.
• Çetin, F. A., & Öziç, N. (2020). Bütünleşik pazarlama iletişiminde Instagram fenomenlerinin satın almaya etkisi. İşletme Araştırmaları Dergisi, 12(1), 157-172.
• Daneshvary, R., & Schwer, R. K. (2000). The association endorsement and consumers’ intention to purchase. Journal of Consumer Marketing, 17(3), 203-213.
• 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. 10.1080/02650487.2017.1348035.
• Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 35-54.
• Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.
• Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information, Communication & Society, 22(10), 1432-1446.
• Droesch, B. (2019). Is everyone on Instagram an influencer. Erişim adresi https://www.emarketer.com/content/is-everyone-on-instagram-an-influencer
• Dülek, B., & Yaşar, M. E. (2021). Sosyal Medya Pazarlama Faaliyetlerinin Tüketici Temelli Marka Değeri Boyutları Üzerine Etkisi. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 9(3), 799-807.
• Dwinanda, B., Syaripuddin, F. A., & Hendriana, E. (2022). Examining the extended advertising value model: A case of tiktok short video ads. Mediterranean Journal of Social & Behavioral Research, 6(2), 35-44.
• Edwards C, C., Spence, P. R., Gentile, C. J., Edwards, A., & Edwards A, A. (2013). How Much Klout Do You Have A Test of System Generated Cues on Source Credibility. Computers in Human Behavior, 29(5), 12-16.
• Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191-198.
• Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
• Fazal-e-Hasan, S. M., Ahmadi, H., Mortimer, G., Grimmer, M., & Kelly, L. (2018). Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environment. Journal of Retailing and Consumer Services, 41, 101-111.
• Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
• GlobalStats. (2021). Mobile vendor market share Turkey (Mar 2021- Mar 2022). Erişim adresi https://gs.statcounter.com/vendor-market-share/mobile/turkey
• Goldsmith, R.E., & R.A. Clark. 2008. An analysis of factors affecting fashion opinion leadership and fashion opinion seeking. Journal of Fashion Marketing and Management 12(3): 308–322.
• Goyette, I., Ricard, L., Bergeron, J. & Marticotte, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences 27(1), 5-23.
• Gunawan, S. A., Hermawan, A., Wıdjaja, A. W., & Bernarto, I. (2021). Celebrity Endorser And Purchase Intention: The Mediating Role Of Resonance-Based Self-Attitude And Brand Credibility. The Journal Of Asian Finance, Economics And Business, 8(7), 603-611.
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (Seventh Edition Bs. Vol. 5). NewYork: Prentice Hall.
• Hawk, S. T., van den Eijnden, R. J., van Lissa, C. J., & ter Bogt, T. F. (2019). Narcissistic adolescents' attention-seeking following social rejection: Links with social media disclosure, problematic social media use, and smartphone stress. Computers in Human Behavior, 92, 65-75.
• Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635-650.
• Irshad, M., & Ahmad, M. S. (2019). Investigating the determinants of consumers’ attitude towards social media marketing: Moderating role of gender. Online Journal of Communication and Media Technologies, 9(4), e201920.
• Jabeur, N., Nait-Sidi-Moh, A., & Zeadally, S. (2018). Crowd social media computing: Applying crowd computing techniques to social media. Applied Soft Computing, 66, 495-505.
• Janssen, L., Schouten, A. P., & Croes, E. A. J. (2022). Influencer advertising on Instagram: Product-influencer fit, and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising, 41(1), 101-127. 10.1080/02650487.2021.1994205.
• Jiang, S., Hua, X., & Parviainen, R. (2020). How do popular online streamers influence viewers’ purchase intention? Evidence from a mobile game campaign on YouTube. Journal of Digital & Social Media Marketing, 7(4), 332-343.
• Kapoor, P. S., Balaji, M. S., Jiang, Y., & Jebarajakirthy, C. (2022). Effectiveness of travel social media influencers: A case of eco-friendly hotels. Journal of Travel Research, 61(5), 1138-1155. 10.1177/00472875211019469.
• Khamis, S., Ang, L., & Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of social media influencers. Celebrity Studies, 8(2), 191-208.
• Kırcova, İ., & Enginkaya, E. (2015). Sosyal Medya Pazarlama. İstanbul: Beta Yayıncılık.
• Koschate-Fischer, N., & Gartner, S. (2015). Brand trust: Scale development and validation. Schmalenbach Business Review, 67(2), 171-195. 10.1007/BF03396873.
• Kotler, P., & Keller K. (2006). Marketing Management (12th ed). U.S.A, New Jersey: Pearson Prentice Hall.
• Lee, J. E., & Watkins, B. (2016). Youtube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
• Lee, S., & Kim, E. (2020). Influencer marketing on instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of instagram promotional post. Journal of Global Fashion Marketing, 11(3), 232-249. 10.1080/20932685.2020.1752766.
• Lee, W.-N., Yun, T., & Lee, B.-K. (2005). The role of involvement in country-of-origin effects on product evaluation: Situational and enduring involvement. Journal of International Consumer Marketing, 17(2-3), 51-72.
• Li, Y., Wang, X., & Yang, Z. (2011). The effects of corporate-brand credibility, perceived corporate-brand origin, and self-image congruence on purchase intention: Evidence from China’s auto industry. Journal of Global Marketing, 24, 58–68.
• Lin, R., Jan, C., & Chuang, C. (2019). Influencer marketing on instagram. International Journal of Innovation in Management, 7(1), 33-41.
• 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.
• Lu, L.C., Chang, W.P. & Chang, H.H. (2014). Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: the effect of sponsorship type, product type, and brand awareness. Computers in Human Behavior, 34, 258-266.
• Malhotra, N. K. (2019). Marketing research: An applied orientation (7th Ed.). New York, NY: Pearson.
• Martin, K., & Todorov, I. (2010). How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands? Journal of Interactive Advertising, 10(2), 61-66.
• Martín-Consuegra, D., Faraoni, M., Díaz, E., & Ranfagni, S. (2018). Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model. Journal of Global Fashion Marketing, 9(3), 237-251. 10.1080/20932685.2018.1461020.
• Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7-8), 579-607.
• McGuire, W. J. (1985). Attitudes and attitude change. The handbook of social psychology, 233-346.
• Mediakix (2021). What constitutes an influencer? Erişim adresi https:// mediakix.com/blog/influencer-definition-marketing/
• Mert, Y. L. (2018). Dijital pazarlama ekseninde influencer marketing uygulamaları. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 6(2), 1299-1328.
• Messiaen, J. (2017). Influencer marketing how the popularity threshold of Instagram influencers impacts consumer behaviour: the moderating role of purchase involvement. (Yayımlanmamış yüksek lisans tezi). Gent University, Belgium.
• Michopoulou, E., & Moisa, D. G. (2019). Hotel social media metrics: The ROI dilemma. International Journal of Hospitality Management, 76, 308-315.
• Mirabi, V. R., Lajevardi, M., & Mousavi, S. S. (2016). Investigating the Effect of Brand Personality on Customer Satisfaction: Evidence from Iran. Business, Management and Economics Research, 2(8), 146-154.
• Munnuka, J., Uusitalo, O. & Toivonen, H. (2016). Credibility of A Peer Endorser and Advertising Effectiveness. Journal of Consumer Marketing, 33(3), 182-192.
• Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
• Newberry (2018), C. Newberry, 23 Benefits of social media for business. Erişim adresi https://blog.hootsuite.com/social-media-for-business
• 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.
• Pappu, R. & Quester, P.G. (2016). How does brand innovativeness affect brand loyalty? European Journal of Marketing, 50(1/2), 2-28.
• Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). ‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3-4), 279-298. 10.1080/0267257X.2019.1708781.
• Schapers, R. (2013). The rise of influencer marketing a quantitative study that addresses influencer marketing on Instagram together with the impact of sponsorship disclosure, colour characteristics, brand involvement and gender. (Yayımlanmamış yüksek lisans tezi). Amsterdam Business School, Netherland.
• Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39(2), 258-281. 10.1080/02650487.2019.1634898.
• Seiler, R. & Kucza, G. (2017). Source credibility model, source attractiveness model and match-up hypothesis – an integrated model. Journal of International Scientific Publications: Economy and Business, 11(1), 1-15.
• Shamli, M. (2019). Güvenilir bir kaynak olarak influencerların marka güveni ve marka satın alma niyetine etkisindeki sponsorluk beyanının moderatör rolü. (Yayınlanmamış doktora tezi). Marmara Üniversitesi, İstanbul, Türkiye.
• Sosyalağharitası. (2021). Sosyal ağ kullanımı raporu. Erişim adresi http://sosyalagharitasi.gov.tr/
• Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66.
• Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45, 882–909.
• Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and para-social interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742.
• Statista (2019). Instagram influencer market size 2017-2020. Erişim adresi https://www.statista.com/statistics/748630/global-instagram-influencer-market-value/
• Statista (2021). Global Instagram influencer market value 2020. Erişim adresi https://www.statista.com/statistics/748630/global-instagram-influencer- market-value/
• Statista. (2022). Social media marketing worldwide - statistics & facts. Erişim adresi https://www.statista.com/topics/1538/social-media-marketing/
• Story, L. (2018). Facebook is marketing your brand preferences (with your permission). Erişim adresi https://www.nytimes.com/2007/11/07/technology/07iht-07adco.8230630.html
• Sudha, M., & Sheena, K. (2017). Impact of influencers in consumer decision process: the fashion industry. SCMS Journal of Indian Management, 14(3), 14-30.
• Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
• Tabachnick, B. G., & Fidell, L. S. (2013). Using multivariate statistics. Boston: Pearson.
• Trusov, M., Bucklin, R. E. & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site. Journal of Marketing, 73(5), 90-102.
• Tuten, T. L. & Solomon, M. R. (2013). Social media marketing (International ed.). Upper Saddle River: New Jersey: Pearson Education.
• TÜİK, (2022). Doğum tarihine göre en çok kullanımda olan erkek isimleri ve ilk 100 isim içindeki sıralaması. Erişim adresi https://data.tuik.gov.tr/Bulten/Index?p=Istatistiklerle-Cocuk-2021-45633
• Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592-602.
• Vidyanata, D., Sunaryo, S., & Hadiwidjojo, D. (2018). The role of brand attitude and brand credibility as a mediator of the celebrity endorsement strategy to generate purchase intention. Jurnal Aplikasi Manajemen, 16(3), 402-411.
• Wang, Y., Min, Q., & Han, S. (2016). Understanding the effects of trust and risk on individual behavior toward social media platforms: A meta-analysis of the empirical evidence. Computers in Human Behavior, 56, 34–44.
• Wang, S.W. & Scheinbaum, A.C. (2017). Trustworthiness Trumps attractiveness and expertise: Enhancing brand credibility through celebrity endorsement. Journal of Advertising Research, 58(1), 1-42.
• Wang, S. W., Kao, G. H. Y., & Ngamsiriudom, W. (2017). Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10-17.
• Wang, Y., Min, Q., & Han, S. (2016). Understanding the effects of trust and risk on individual behavior toward social media platforms: A meta-analysis of the empirical evidence. Computers in Human Behavior, 56, 34–44.
• Watts, D. J., & Dodds, P. S. (2007). Influentials, networks, and public opinion formation. Journal of consumer research, 34(4), 441-458.
• Woods, Steven, "#Sponsored: The Emergence of Influencer Marketing" (2016). Chancellor’s Honors Program Projects.
• Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
• Zauner, A., Koller, M., & Fink, M. (2012). Sponsoring, brand value and social media. Revista de Administração de Empresas, 52(6), 681-691.
• Zha, X., Yang, H., Yan, Y., Liu, K., & Huang, C. (2018). Exploring the effect of social media information quality, source credibility and reputation on informational fit-to-task: Moderating role of focused immersion. Computers in Human Behavior, 79, 227-237.
• Zhang, J., & Mao, E. (2016). From online motivations to ad clicks and to behavioral intentions: An empirical study of consumer response to social media advertising. Psychology & Marketing, 33(3), 155–164.
• Zhang, M., Guob, L., Huc, M., & Liu, W. (2016). Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation. International Journal of Information Management, 37(3), 229–240.