IMPACT OF PRODUCT PROMOTION VIDEOS ON CONSUMER BEHAVIOR: AN ANALYSIS THROUGH DIFFUSION OF INNOVATIONS THEORY ON YOUTUBE

İbrahim Halil Yaşar; Yusuf Zafer Can Uğurhan

doi:10.47107/inifedergi.1608465

EN TR

IMPACT OF PRODUCT PROMOTION VIDEOS ON CONSUMER BEHAVIOR: AN ANALYSIS THROUGH DIFFUSION OF INNOVATIONS THEORY ON YOUTUBE

Abstract

With digitalization, individuals' access to information and consumption habits have significantly transformed. Social media platforms, such as YouTube, have evolved beyond being simple entertainment and information-sharing tools. They have become powerful communication channels that significantly influence consumer behavior. According to the Diffusion of Innovations Theory, platforms like YouTube can accelerate the adoption process. They achieve this by enabling innovative ideas and products to reach large audiences quickly. In this context, product promotion videos on YouTube allow consumers to establish an emotional connection with the products. The videos also provide technical information, directly affecting purchasing decisions and supporting the diffusion of innovations. This study examines the effects of product promotion videos on consumer innovativeness, purchase intention, and brand awareness on YouTube within the framework of the Diffusion of Innovations Theory. Additionally, it investigates the mediating role of perceived trust in these effects. This study utilized a quantitative research method conducted through an online survey with 422 participants. These participants watched product promotion videos on YouTube and were selected through purposive sampling. The data were analyzed using SPSS and SmartPLS software. Structural Equation Modeling was applied to examine the effects between variables. The research findings revealed that consumer innovativeness positively affects purchase intention and brand awareness. However, this effect was mediated by trust in content creators rather than a direct impact. The research emphasizes the importance of adopting a trust-based approach in digital communication strategies. Brands should design their strategies with a focus on consumer trust, highlighting the critical role of trust and content creators in strengthening the brand-consumer relationship.

Keywords

Product promotion videos, the diffusion of innovations theory, consumer innovativeness, brand awareness

ÜRÜN TANITIM VİDEOLARININ TÜKETİCİ DAVRANIŞINA ETKİSİ: YOUTUBE ÖZELİNDE YENİLİKLERİN YAYILMASI TEORİSİ BAĞLAMINDA BİR ANALİZ

Abstract

Dijitalleşmeyle birlikte bireylerin bilgiye erişim ve tüketim alışkanlıkları büyük bir dönüşüm geçirmiştir. Bu dönüşümün merkezinde yer alan YouTube gibi sosyal medya platformları, eğlence ve bilgi paylaşımının ötesine geçerek tüketici davranışlarını etkileyen güçlü bir iletişim aracı haline gelmiştir. Diğer taraftan, Yeniliklerin Yayılması Teorisi bağlamında değerlendirildiğinde, YouTube gibi dijital platformlar yenilikçi fikirlerin ve ürünlerin geniş kitlelere hızla ulaşmasını sağlayarak, tüketicilerin benimseme sürecini önemli ölçüde hızlandırabilmektedir. Bu bağlamda, YouTube’da yayımlanan ürün tanıtım videoları, tüketicilere teknik bilginin yanı sıra duygusal bir bağ kurma fırsatı sunarak satın alma kararlarını doğrudan etkileyebilmekte ve yeniliklerin yayılmasına etkili bir şekilde aracılık edebilmektedir. Bu çalışma, Yeniliklerin Yayılması Teorisi çerçevesinde YouTube’da ürün tanıtım videolarının tüketici yenilikçiliği, satın alma niyeti ve marka farkındalığı üzerindeki etkilerini incelemektedir. Ayrıca araştırmada, algılanan güvenin bu etki üzerindeki aracı rolü de detaylı bir şekilde incelenmiştir. Nicel araştırma yöntemiyle yapılan bu çalışma, YouTube’da ürün tanıtım videoları izleyen ve amaca yönelik örnekleme yöntemi aracılığıyla belirlenen 422 katılımcı ile çevrim içi anket yoluyla gerçekleştirilmiştir. Verilerin analizinde SPSS ve SmartPLS yazılımları kullanılmış, değişkenler arası etkileri incelemek için Yapısal Eşitlik Modellemesi uygulanmıştır. Araştırma bulguları, tüketici yenilikçiliğinin satın alma niyeti ve marka farkındalığı üzerinde pozitif etkiler oluşturduğunu ortaya koymuştur. Ancak, bu etkinin doğrudan bir etkiden ziyade, içerik üreticilerine duyulan güvenin aracı rolüyle ortaya çıktığı belirlenmiştir. Öyle ki, güvenilir olarak algılanan içerik üreticileri, tüketicilerin marka farkındalığını ve satın alma niyetini önemli ölçüde artırabilmektedir. Araştırma, dijital iletişim stratejilerinde güven odaklı bir yaklaşım benimsenmesinin kritik önemine vurgu yapmaktadır. Bu bağlamda bulgular, markaların dijital iletişim stratejilerini, tüketici güvenini merkezine alan bir yaklaşımla tasarlaması gerektiğini öne çıkarırken, marka-tüketici ilişkisinin güçlendirilmesinde güven unsuru ve içerik üreticilerinin rolünün hayati önem taşıdığını göstermektedir.

Keywords

Ürün tanıtım videoları, yeniliklerin yayılması teorisi, tüketici yenilikçiliği, marka farkındalığı

References

Alboqami, H. (2023). Trust me, I'm an influencer! - Causal recipes for customer trust in artificial intelligence influencers in the retail industry. Journal of Retailing and Consumer Services, 72, 103242. https://doi.org/10.1016/j.jretconser.2023.103242
Arıcı, A. and Kılınç, Ö. (2023). Kişisel halkla ilişkiler bağlamında benlik sunumu: Ünlülerin Instagram paylaşımları üzerine bir analiz. Marmara Üniversitesi Öneri Dergisi, 18(60), 396–425. https://doi.org/10.14783/maruoneri.1164967
Arifin, W. N. (2015). The graphical assessment of multivariate normality using SPSS. Education in Medicine Journal, 7(2), 71-75.
Ateşgöz, K. (2023). An investigation of online shopping practices within the framework of the technology acceptance model from 2000 to the present: A systematic literature review. Nevşehir Hacı Bektaş Veli University Journal of ISS, 13(3), 1733–1758. https://doi.org/10.30783/nevsosbilen.1294292
Aydın, S. (2009). Kişisel ve ürün temelli yenilikçilik: Cep telefonu kullanıcıları üzerine ampirik bir uygulama. Doğuş Üniversitesi Dergisi, 10(2), 188–203. https://doi.org/10.31671/doujournal.1290512
Başaran, Y.K. (2017). Sosyal bilimlerde örnekleme kuramı. Akademik Sosyal Araştırmalar Dergisi, 47(5), 480-495.
Bringula, R., Tabo, R. M. R., Alcazar, F. T. S. L., Delica, J. M. I. and Sayson, J. E. A. (2023). YouTube videos on the achievements of presidential candidates: Sentiment and content analysis. Journal of Information Technology & Politics, 20(3), 1–17. https://doi.org/10.1080/15377857.2023.2202617
Chang, K.-C., Hsu, Y.-T., Hsu, C.-L., and Sung, Y.-K. (2020). Effect of tangibilization cues on consumer purchase intention in the social media context: Regulatory focus perspective and the moderating role of perceived trust. Telematics and Informatics, 44, 101265. https://doi.org/10.1016/j.tele.2019.101265
Craig, D. and Cunningham, S. (2017). Toy unboxing: Living in a(n unregulated) materialworld. Media International Australia, 163(1), 77-86.
Creswell, J. W. (2012). Educational research planning, conducting and evaluating quantitative and qualitative research. USA: Pearson

Du, H. S., Xu, J., Tang, H. and Jiang, R. (2020). Repurchase intention in online knowledge service: The brand awareness perspective. Journal of Management Information Systems, 37(2), 174–185. https://doi.org/10.1080/08874417.2020.1759159
Elnur, A. (2023). İletişim süreçlerinin dijitalleşmesi bağlamında boş zaman sosyolojisinin dönüşümü. Akademik Hassasiyetler, 10(23), 287-311. https://doi.org/10.58884/akademik-hassasiyetler.1351469
Farajnezhad, S., Bodaghi Khajeh Noubar, H., and Fakhimi Azar, S. (2021). The impact of diffusion of innovation model on user behavioral intention in adopting social media marketing. International Journal of Nonlinear Analysis and Applications, 12(2), 1611–1632. https://doi.org/10.22075/IJNAA.2021.5291
Feng, Y., Du, L., and Ling, Q. (2017). How social media strategies of nonprofit organizations affect consumer donation intention and word-of-mouth. Social Behavior and Personality: An international journal, 45(11), 1775–1786. https://doi.org/10.2224/sbp.4412
Hair, J. F., Black, W. C., Babin, B. J. and Anderson, R. E. (2019). Multivariate data analysis. China: Cengage.
Hair, J. F., Hult, G. T. M., Ringle, C. M. and Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks: Sage.
Hanaysha, J. and Hilman, H. (2015). The impact of product innovation on relationship quality in automotive industry: Strategic focus on brand satisfaction, brand trust, and brand commitment. Asian Social Science, 11(10), 94–102. https://doi.org/10.5539/ass.v11n10p94
Henseler, J., Ringle, C. M. and Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Hovland, C. I. and Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635-650, https://doi.org/10.1086/266350
Hu, L. T. and Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
Huarng, K.-H., Yu, T. H.-K., and Lai, W. (2015). Innovation and diffusion of high-tech products, services, and systems. Journal of Business Research, 68(11), 2223–2226. https://doi.org/10.1016/j.jbusres.2015.06.001
Kamboj, S. and Sharma, M. (2022). Social media adoption behaviour: Consumer innovativeness and participation intention. International Journal of Consumer Studies, 47(2), 523–544. https://doi.org/10.1111/ijcs.12848
Kaushal, S. K. and Kumar, R. (2016). Influence of attitude towards advertisement on purchase intention: Exploring the mediating role of attitude towards brand using SEM approach. IUP Journal of Marketing Management, 15(4), 44–59.
Kaushik, A. K. and Rahman, Z. (2014). Perspectives and dimensions of consumer innovativeness: A literature review and future agenda. Journal of International Consumer Marketing, 26(3), 239–263. https://doi.org/10.1080/08961530.2014.893150
Keller, K. (2012). Strategic brand management building, measuring, and managing brand equity (Global Edition). USA: Pearson.
Kijek, T., Angowski, M., and Skrzypek, A. (2020). Millennials’ use of social media in product innovation purchasing processes. Journal of Computer Information Systems, 60(1), 9–17. https://doi.org/10.1080/08874417.2019.1604104
Kim, H. (2020). Unpacking unboxing video-viewing motivations: The uses and gratifications perspective and the mediating role of parasocial interaction on purchase intent. Journal of Interactive Advertising, 20(3), 196–208. https://doi.org/10.1080/15252019.2020.1828202
Kim, H.-Y. (2013). Statistical notes for clinical researchers: Assessing normal distribution (2) using skewness and kurtosis. Restorative Dentistry & Endodontics, 38(1), 52–54. https://doi.org/10.5395/rde.2013.38.1.52
Korkmaz, S., Arıkan, G., and Kurumlu, Y. (2021). Yeniliklerin yayılması teorisi kapsamında ileri tıbbi teknolojik cihazların hekimler tarafından değerlendirilmesi: Bir araştırma. Turkiye Klinikleri Journal of Health Sciences, 6(1), 94–103. https://doi.org/10.5336/healthsci.2020-74307
Langaro, D., Rita, P. and Salgueiro, M. F. S. (2018). Do social networking sites contribute for building brands? Evaluating the impact of users’ participation on brand awareness and brand attitude. Journal of Marketing Communications, 24(2), 146–168.
Lăzăroiu, G., Neguriţă, O., Grecu, I., Grecu, G., and Mitran, P. C. (2020). Consumers’ decision-making process on social commerce platforms: Online trust, perceived risk, and purchase intentions. Frontiers in Psychology, 11, 890. https://doi.org/10.3389/fpsyg.2020.00890
Lou, C. and 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. https://doi.org/10.1080/15252019.2018.1533501
Mazıcı, E., Güner Koçak, P. and Altıncık, H. (2017). Sosyal medyanın halkla ilişkiler aracı olarak kullanımı üzerine karşılaştırmalı bir analiz: Online alışveriş siteleri. Akademik Sosyal Araştırmalar Dergisi, 5(60), 523–536.
Mowlabocus, S. (2020). ‘Let’s get this thing open’: The pleasure of unboxing videos. European Journal of Cultural Studies, 23(4), 564-579
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, http://dx.doi.org/10.1080/00913367.1990.10673191
Oyman, M. and Özer, S. (2018). Bir gerilla pazarlama uygulaması olarak ambient reklamcılık (ortam reklamcılığı): Basılı dergi reklamı ile ambient reklamın etkililik açısından karşılaştırılması. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 18(4), 173-192. https://doi.org/10.18037/ausbd.552710
Ozer, S., Oyman, M., and Ugurhan, Y. Z. C. (2020). The surprise effect of ambient ad on the path leading to purchase: Testing the role of attitude toward the brand. Journal of Marketing Communications, 26(6), 615–635. https://doi.org/10.1080/13527266.2018.1555544
Özer, S. and Uğurhan, Y. Z. C. (2025). The impact of consumers’ motives for watching unboxing videos on eWOM and purchase intentions: The mediating role of ad involvement. Journal of Marketing Analytics. https://doi.org/10.1057/s41270-025-00380-z
Rogers, E. M. (2003) Diffusion of innovations (5th Ed.). Free Press.
Rombach, M., Cong, L. and Dean, D. L. (2024). Leave the milk for the calf and spread the word: Exploring factors determining US consumers’ willingness to try plant-based milk alternatives and their word-of-mouth sharing about plant-based milk alternatives. Beverages, 10(2), 27. https://doi.org/10.3390/beverages10020027
Sung, Y. H., Yoo, C. Y. and Han, J. (K.) (2023). She’s my favorite YouTuber, so I watch ads on her channel: The interplay of parasocial interaction and YouTube ad knowledge on voluntary ad-watching. International Journal of Advertising, 42(8), 1195–1217. https://doi.org/10.1080/02650487.2023.2295726
Triwijayati, A., Melany, M. and Wijayanti, D. (2020). Impact of consumer innovativeness on risk and new product adoption: A moderating role of Indonesia’s demographic factors. Innovative Marketing, 16(4), 48–61. https://doi.org/10.21511/im.16(4).2020.05
Uğurhan, Y. Z. C. and Yaşar, İ. H. (2021). Fenomene ve sponsorlu içeriğe ilişkin güvenin marka farkındalığı üzerindeki etkisinde parasosyal ilişkinin aracı rolü: YouTube özelinde bir inceleme. Itobiad: Journal of the Human & Social Science Researches, 10(2), 1789–1811.
Ünügür, N. A. (2023). Gösterişçi tüketim ve Instagram. Konya: Eğitim Yayınevi.
Vaala, S. E., Mauceri, F. and Connelly, O. (2024). U.S. tweens’ reactions to unboxing videos: Effects of sponsorship disclosure and advertising training. Journal of Children and Media, 18(2), 272–292. https://doi.org/10.1080/17482798.2024.2338541
Vaudrey, R. K. (2022). A practice unpacked: Unboxing as a consumption practice. Journal of Business Research, 145, 843–852. https://doi.org/10.1016/j.jbusres.2022.03.021
Yılmaz, N. and Kılınç, Ö. (2024). Online marka savunuculuğu ve beş büyük kişilik özelliği üzerine nicel bir araştırma. Iğdır Üniversitesi Sosyal Bilimler Dergisi, 13(37), 445–465. https://doi.org/10.54600/igdirsosbilder.1440399
Yueh, H.-P. and Zheng, Y.-L. (2019). Effectiveness of storytelling in agricultural marketing: Scale development and model evaluation. Frontiers in Psychology, 10(452). https://doi.org/10.3389/fpsyg.2019.00452
Zhang, X., Wen, H., and Shao, X. (2024). Understanding consumers’ acceptance of edible food packaging: The role of consumer innovativeness. Journal of Retailing and Consumer Services, 80, 103903. https://doi.org/10.1016/j.jretconser.2024.103903

Details

Primary Language

English

Subjects

Social Media Studies

Journal Section

Research Article

Authors

İbrahim Halil Yaşar
0000-0002-1480-569X
Türkiye

Yusuf Zafer Can Uğurhan ^*
0000-0003-1264-9002
Türkiye

Publication Date

June 5, 2025

Submission Date

December 27, 2024

Acceptance Date

April 30, 2025

Published in Issue

Year 2025 Volume: 10 Number: 1

DOI

https://doi.org/10.47107/inifedergi.1608465

IZ

https://izlik.org/JA74UN75BJ

APA

Yaşar, İ. H., & Uğurhan, Y. Z. C. (2025). IMPACT OF PRODUCT PROMOTION VIDEOS ON CONSUMER BEHAVIOR: AN ANALYSIS THROUGH DIFFUSION OF INNOVATIONS THEORY ON YOUTUBE. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi), 10(1), 294-314. https://doi.org/10.47107/inifedergi.1608465

AMA

1.Yaşar İH, Uğurhan YZC. IMPACT OF PRODUCT PROMOTION VIDEOS ON CONSUMER BEHAVIOR: AN ANALYSIS THROUGH DIFFUSION OF INNOVATIONS THEORY ON YOUTUBE. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi). 2025;10(1):294-314. doi:10.47107/inifedergi.1608465

Chicago

Yaşar, İbrahim Halil, and Yusuf Zafer Can Uğurhan. 2025. “IMPACT OF PRODUCT PROMOTION VIDEOS ON CONSUMER BEHAVIOR: AN ANALYSIS THROUGH DIFFUSION OF INNOVATIONS THEORY ON YOUTUBE”. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi) 10 (1): 294-314. https://doi.org/10.47107/inifedergi.1608465.

EndNote

Yaşar İH, Uğurhan YZC (June 1, 2025) IMPACT OF PRODUCT PROMOTION VIDEOS ON CONSUMER BEHAVIOR: AN ANALYSIS THROUGH DIFFUSION OF INNOVATIONS THEORY ON YOUTUBE. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi) 10 1 294–314.

IEEE

[1]İ. H. Yaşar and Y. Z. C. Uğurhan, “IMPACT OF PRODUCT PROMOTION VIDEOS ON CONSUMER BEHAVIOR: AN ANALYSIS THROUGH DIFFUSION OF INNOVATIONS THEORY ON YOUTUBE”, İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi), vol. 10, no. 1, pp. 294–314, June 2025, doi: 10.47107/inifedergi.1608465.

ISNAD

Yaşar, İbrahim Halil - Uğurhan, Yusuf Zafer Can. “IMPACT OF PRODUCT PROMOTION VIDEOS ON CONSUMER BEHAVIOR: AN ANALYSIS THROUGH DIFFUSION OF INNOVATIONS THEORY ON YOUTUBE”. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi) 10/1 (June 1, 2025): 294-314. https://doi.org/10.47107/inifedergi.1608465.

JAMA

1.Yaşar İH, Uğurhan YZC. IMPACT OF PRODUCT PROMOTION VIDEOS ON CONSUMER BEHAVIOR: AN ANALYSIS THROUGH DIFFUSION OF INNOVATIONS THEORY ON YOUTUBE. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi). 2025;10:294–314.

MLA

Yaşar, İbrahim Halil, and Yusuf Zafer Can Uğurhan. “IMPACT OF PRODUCT PROMOTION VIDEOS ON CONSUMER BEHAVIOR: AN ANALYSIS THROUGH DIFFUSION OF INNOVATIONS THEORY ON YOUTUBE”. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi), vol. 10, no. 1, June 2025, pp. 294-1, doi:10.47107/inifedergi.1608465.

Vancouver

1.İbrahim Halil Yaşar, Yusuf Zafer Can Uğurhan. IMPACT OF PRODUCT PROMOTION VIDEOS ON CONSUMER BEHAVIOR: AN ANALYSIS THROUGH DIFFUSION OF INNOVATIONS THEORY ON YOUTUBE. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi). 2025 Jun. 1;10(1):294-31. doi:10.47107/inifedergi.1608465

IMPACT OF PRODUCT PROMOTION VIDEOS ON CONSUMER BEHAVIOR: AN ANALYSIS THROUGH DIFFUSION OF INNOVATIONS THEORY ON YOUTUBE

Abstract

Keywords

ÜRÜN TANITIM VİDEOLARININ TÜKETİCİ DAVRANIŞINA ETKİSİ: YOUTUBE ÖZELİNDE YENİLİKLERİN YAYILMASI TEORİSİ BAĞLAMINDA BİR ANALİZ

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

Cite