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Influencer Pazarlamanın Tüketicilerin Satınalma Davranışları Üzerindeki Etkileri: Bursa İli Örneği

Year 2023, Volume: 7 Issue: 2, 1158 - 1177, 25.05.2023
https://doi.org/10.25295/fsecon.1255086

Abstract

İnternetin tüketim ve üretim ilişkileri üzerindeki etkisinin her geçen gün arttığı görülmektedir. İnternet ortamında tüketiciler değişen ihtiyaçları sonucunda ilgi duydukları ürün ve hizmetlerle ilgili fiyat, dağıtım, fiziksel ve diğer özellikler, ödeme kolaylıkları, taksitlendirme, satış sonrası hizmetler, garanti kapsamı gibi pek çok bilgiye çok hızlı ve ayrıntılı olarak erişme olanağı bulmaktadır. Bu kapsamda e-perakendecilik ve sosyal medya pazarlamasının geleneksel (yüz yüze) alışveriş kalıplarının yerini aldığı görülmektedir. Tüketicilerin satın alma davranışları üzerinde doğrudan ya da dolaylı olarak etki yaratması açısından sosyal medya fenomenleri (influencer) pek çok kişi tarafından önemli bir rol model olarak takip edilmektedir. Bu araştırma kapsamında Bursa ilinde ikamet eden 400 kişiye anket yoluyla yöneltilen sorularda sosyal medya influencerlarının satın alma davranışları üzerindeki etkileri incelenmiştir.Araştırma metodolojisi kapsamında, Yapısal Eşitlik Modeli ve Regresyon Modeli ile araştırmadaki bağımlı ve bağımsız değişkenler arasında nasıl bir ilişki olduğunun belirlenmesi hedeflenmiştir. Bu kapsamda, influencerın özelliklerinden empati ve egonun tüketicilerin satınalma davranışını, sadakat davranışını ve pozitif WOM davranışını etkilediği gözlenmiştir. Bununla birlikte, influencer mesajının güvenilirliğinin de tüketicilerin satınalma davranışını, sadakat davranışını ve pozitif WOM davranışını etkilediği tespit edilmiştir.

References

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  • Jolliffe, D. & Farrington, D. P. (2006). Development and Validation of the Basic Empathy Scale. Journal of Adolescence, 29(2006), 589–611. doi: 10.1016/j.adolescence.2005.08.010
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The Effects of Inluencer Marketing on Consumers’ Purchasing Behaviors: The Case of Bursa Province

Year 2023, Volume: 7 Issue: 2, 1158 - 1177, 25.05.2023
https://doi.org/10.25295/fsecon.1255086

Abstract

The increasing impact of the internet on consumption and production relationships is being observed day by day. As a result of their changing needs, consumers find the opportunity to access much information, such as price, distribution, physical and other features, payment facilities, installments, after-sales services, warranty coverage, in a very fast and detailed way. Within this scope, it is observed that e-commerce and social media marketing are replacing traditional (face-to-face) shopping patterns. Many people follow social media influencers as important role models in terms of having various effect over purchasing behaviors of consumers. Within the scope of this research, the effects of social media influencers on purchasing behaviors are examined via a survey method applied to 400 residents in Bursa province. Research methodology is based on Structural Equation Model and Regression Model that aims to reveal the relationships between dependent and independent variables. In this context, it is observed that empathy and ego from the characteristics of the phenomenon affect consumers' purchasing behavior, loyalty behavior and positive WOM behavior. In addition, it is also ascertained that the reliability of the phenomenon message also affects the purchasing behavior, loyalty behavior and positive WOM behavior of consumers.

References

  • Anaza, N. A., Inyang, A. E. & Saavedra, J. L. (2018). Empathy and Affect in B2B Salesperson Performance. Journal of Business and Industrial Marketing, 33(1), 29-41.
  • Anderson, E. W. & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firm. Marketing Science, 12(2), 125–143. https://doi.org/10.1287/mksc.12.2.125
  • Bagram, M. M. M. & Khan, S. (2012). Attaining Customer Loyalty! The Role of Consumer Attitude and Consumer Behavior. International Review of Management and Business Research, 1(1), 1-8.
  • Balaban, D. & Mustatea, M. (2019). Users’ Perspective on the Credibility of Social Media Influencers in Romania and Germany. Romanian Journal of Communication and Public Relations, 21(1), 31-46. ISSN: 1454-8100/ E-ISSN: 2344-5440.
  • Beltramini, R. F. & Evans, K. R. (1985). Perceived Believability of Research Results Information in Advertising. Journal of Advertising, 14(3), 18-31.
  • Brown, G. H. (1952). Brand Loyalty – Fact or Fiction?. Advertising Age, 23(June 9), 53–55.
  • Brown, D. & Hayes, N. (2008). Influencer Marketing. Routledge, London. https://doi.org/10.4324/9780080557700. ISBN: 9780080557700.
  • Bulut, M. & Ulema, Ş. (2021). Analyzing The Direct Relationship Between Every-Single Dimensions of Service Quality and WOM With a Particular Multidimensional Scale of WOM Behavior. Journal of Quality Assurance in Hospitality & Tourism. DOI: 10.1080/1528008X.2021.1934622
  • Cattell, R. B. (1946). The Description and Measurement of Personality. Yonkers, New York: World Book, 19.
  • Comenos, J. (2018). How To Determine If Your Brand Should Go with A Celebrity Endorser or Influencer. https://www.adweek.com/brand-marketing/how-to-determine-if-your-brand-should-go-with-a-celebrity-endorser-or-influencer/
  • Czepiel, J. A. & Gimore, R. (1987). Exploring the Concept of Loyalty in Services. J. A. Czepiel, C. A. Congram & J. Shanahan (Ed.), The Services Challenge: Integrating for Competitive Advantage (91-94). Chicago: American Marketing Association.
  • De Jans, S., Cauberghe, V. & Hudders, L. (2019). How an Advertising Disclosure Alerts Young Adolescents to Sponsored Vlogs: The Moderating Role of a Peer-Based Advertising Literacy Intervention through an Informational Vlog. Journal of Advertising, 47(4), 309–325. Doi: 10.1080/00913367.2018.1
  • Delpechitre, D., Rutherford, B. N. & Comer, L. B. (2019). The Importance of Customer’s Perception of Salesperson’s Empathy in Selling. Journal of Business & Industrial Marketing, 34(2), 374-388. https://doi.org/10.1108/JBIM-03-2017-0073
  • Dhanesh, G. S. & Duthler, G. (2019). Relationship Management Through Social Media Influencers: Effects of Followers’ Awareness of Paid Endorsement. Public Relations Review, 45(3). Article 101765. https://doi.org/10.1016/j.pubrev.2019.03.002
  • Dick, A. & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
  • Doney, P. M. & Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer–Seller Relationships. Journal of Marketing, 61(2), 35-51.
  • Donmaz, A., Akyol, A. & Gölbaşı Şimşek, G. (2021). E-Perakendecilikte E-Hizmet Kalitesi Boyutlarının Tüketicilerin Davranışsal Eğilimleri Üzerine Etkisi. Disiplinler Arası Yenilik Araştırmaları Dergisi, 1(2), 112-129.
  • Dwyer, P. (2007). Measuring The Value of Electronic Word of Mouth and Its Impact in Consumer Communities. Journal of Interactive Marketing, 21(2), 63-79. Https://Doi.Org/10.1002/Dir.20078
  • Eriksson, K. & Vaghult, A. L. (2000). Customer Retention, Purchasing Behavior and Relationship Substance in Professional Services. Industrial Marketing Management, 29, 363-372.
  • Erdoğan, H. & Özcan, B. M. (2020). Influencer Pazarlaması Kullanımının Tüketicilerin Satın Alma Niyetine Etkisi: Instagram Influencerları Üzerine Bir Araştırma. İşletme Araştırmaları Dergisi, 12(4), 3813-3827. https://doi.org/10.20491/isarder.2020.1074
  • Evans, N. J., Phua, J., Lim, J. & Jun, H. (2017). Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent. Journal of Interactive Advertising, 17(2), 1–12. https://doi.org/10.1080/15252019.2017.1366885
  • Flynn, L. R., Goldsmith, R. E. & Eastman, J. K. (1996). Opinion Leaders and Opinion Seekers: Two New Measurement Scales. Journal of The Academy of Marketing Science, 24(2), 137-147.
  • Frederick, C. (2016). Beyond Empathy: The Tree of Compassion with Malevolent Ego States. American Journal of Clinical Hypnosis, 58(4), 331-346. DOI:10.1080/00029157.2015.1103203
  • Gajjar, N. B. (2013). Factors Affecting Consumer Behavior. International Journal of Research in Humanities and Social Sciences, 1(2).
  • Gerdeman, D. (2019). Lipstick Tips: How Influencers Are Making Over Beauty Marketing. https://hbswk.hbs.edu/item/lipstick-tips-how-influencers-are-making-over-beauty-marketing adresinden erişim sağlanmıştır. (erişim tarihi 23.11.2022).
  • Goldsmith, R. E. (2006). Electronic Word-of-Mouth. K.-P. Mehdi (Ed.), Encyclopedia of e-commerce, e-government and Mobile Commerce (408-412). Hershey, PA: Idea Group.
  • Gross, J. & von Wangenheim, F. (2018). The Big Four of Influencer Marketing: A Typology of Influencers. Marketing Review St. Gallen, 2, 30-38.
  • Gürbüz, S. (2021). AMOS ile Yapısal Eşitlik Modellemesi. Ankara: Seçkin Yayıncılık.
  • Hassan, H., Hsbollah, H. M. & Mohamad, R. (2021). Examining The Interlink of Social Media Use, Purchase Behavior, and Mental Health. Procedia Computer Science, 196(2022) 85–92.
  • Hogan, R. (1969). Development of an Empathy Scale. Journal of Consulting and Clinical Psychology, 33(3), 307–316. https://doi.org/10.1037/h0027580
  • InfluencerMarketingHub (2022a). What is Influencer Marketing?. https://influencermarketinghub.com/influencer-marketing/#toc-0 adresinden erişim sağlanmıştır. (Erişim Tarihi: 23.11.2022).
  • InfluencerMarketingHub (2022b). Influencer Marketing Benchmark Report. https://influencermarketinghub.com/influencer-marketing-benchmark-report/ adresinden erişim sağlanmıştır. (Erişim tarihi 23.11.2022).
  • Jin, S. V., Muqaddam, A. & Ryu, E. (2018). Instafamous and Social Media Influencer Marketing. Marketing Intelligence & Planning, 37(5), 567-579. DOI: 10.1108/MIP-09-2018-0375
  • Jolliffe, D. & Farrington, D. P. (2006). Development and Validation of the Basic Empathy Scale. Journal of Adolescence, 29(2006), 589–611. doi: 10.1016/j.adolescence.2005.08.010
  • Khamis, S., Ang, L. & Welling, R. (2016). Self-Branding, ‘Micro-Celebrity’ and the Rise of Social Media Influencers. Celebrity Studies, 8(2), 191-208.
  • Keller, E. & Fay, B. (2016). How to Use Influencers to Drive a Word-of-Mouth Strategy. Warc Best Practice. https://www.engagementlabs.com/wp- content/uploads/2016/05/How_to_use_influencers_to_drive_a_wordofmouth_strategy_.pdf adresinden erişim sağlanmıştır. (Erişim tarihi 23.11.2022).
  • Layık, Ö. (2021). Sosyal Medya Pazarlaması Kapsamında Fenomen (Influencer) Pazarlamanın Tüketici Davranışına Etkisi. Yayınlanmamış Yüksek Lisans Tezi, İstanbul Arel Üniversitesi, İşletme Anabilim Dalı. İstanbul.
  • Mayer, D. & Greenberg, H. M. (1964). What Makes a Good Salesman?. Harvard Business Review, 42(4), 119-125.
  • McQuarrie, E. F., Miller, J. & Phillips, B. J. (2013). The Megaphone Effect: Taste and Audience in Fashion Blogging. Journal of Consumer Research, 40(1), 136–158.
  • Nafees, L., Cook, C. M. & Stoddard, J., E. (2020). The Impact of the Social Media Influencer Power on Consumer Attitudes Toward the Brand: The Mediating/Moderating Role of Social Media Influencer Source Credibility. Atlantic Marketing Journal, 9(1), Article 3. Available at: https://digitalcommons.kennesaw.edu/amj/vol9/iss1/3 Nam, K., Baker, J., Ahmad, N. & Goo, J. (2020). Determinants of Writing Positive and Negative Electronic Word-of-Mouth: Empirical Evidence for Two Types of Expectation Confirmation. Decision Support Systems, 129(2020), 113-168, ISSN: 0167-9236. https://doi.org/10.1016/j.dss.2019.113168
  • Oliver, R. L. (1997). Loyalty and Profit: Long-Term Effects of Satisfaction.
  • Oliver, R. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63, 33–44. doi:10.2307/ 1252099
  • Park, C. & Lee, T. M. (2009). Information Direction, Website Reputation and E-WOM Effect: A Moderating Role of Product Type. Journal of Business Research, 62(1), 61–67. doi:10.1016/j. jbusres.2007.11.017.
  • Pedersen, C. L. (2020). Empathy‐Based Marketing. Psychology & Marketing, 2021(38), 470–480. https://doi.org/10.1002/mar.21448
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Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Onur Köprülü 0000-0003-1220-4468

Mithat Turhan 0000-0003-3495-4729

Publication Date May 25, 2023
Published in Issue Year 2023 Volume: 7 Issue: 2

Cite

APA Köprülü, O., & Turhan, M. (2023). Influencer Pazarlamanın Tüketicilerin Satınalma Davranışları Üzerindeki Etkileri: Bursa İli Örneği. Fiscaoeconomia, 7(2), 1158-1177. https://doi.org/10.25295/fsecon.1255086

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