Gelişmekte Olan Bir Pazar’da Sosyal Medya Etkileyici Pazarlaması: Faslı Milenyum Kuşağı Tüketicileri Örneği

Year 2025, Volume: 10 Issue: 2, 188 - 201, 21.06.2025

Imane Benlemrid , Şahver Omerakı Çekirdekci

https://doi.org/10.23834/isrjournal.1601382

Abstract

Sosyal medya platformları, tüketicilere tüketici davranışları yolculukları boyunca etkileşim, kişiselleştirme ve katılım fırsatları sunarak onları destekler ve güçlendirir. Bu platformlar, sosyal medya reklamcılığı için çeşitli araçlar sunmakta olup, etkileyici pazarlaması, markalar ile etkileyicilerin iş birliğini gerektiren en popüler yöntemlerden biridir. Sosyal medya etkileyicileri, günlük yaşamlarının dijital anlatılarını oluşturan ve paylaşan sıradan bireylerdir. Markalar, giderek artan bir şekilde, olumlu marka sonuçları elde etmek amacıyla etkileyicileri tanımlamakta ve stratejik olarak onlarla iş birliği yapmaktadır. Sosyal medya etkileyicileri ile ilgili mevcut akademik araştırmalar, büyük ölçüde Batı ülkelerine odaklanarak bu olguyu incelemektedir. Belirli bir coğrafi bağlama yoğunlaşılması, sosyal medyanın farklı kültürel bağlamlardaki etkinliğinin incelenmesini zorunlu kılmaktadır. Bu çalışma, Fas’ta nitel bir araştırma yöntemi kullanarak etkileyici-takipçi etkileşimlerini ve bunların tüketici davranışları üzerindeki etkilerini, dijital yerli milenyum kuşağına odaklanarak incelemektedir. Makale, kültürel boyutların milenyum kuşağının algıları ve tüketim davranışları üzerindeki farklılıkları nasıl yaratabileceğine dair teorik içgörüler sunarken, etkileyiciler ve markalar için yönetimsel çıkarımlar ve gelecekteki araştırmalara yönelik alanlar da sunmaktadır.

Keywords

Sosyal Medya Etkileyicileri, Sosyal Medya, Tüketici Davranışları, Milenyum Kuşağı, Kültür

Social Media Influencer Marketing in an Emerging Market: The Case of Moroccan Millennial Consumers

Abstract

Social media platforms assist and empower consumers throughout their consumer behavior journey allowing interaction, personalization and engagement. The platforms offer different tools for social media advertising with influencer marketing being one of the most popular that requires the collaboration of influencers and brands. Social media influencers are regular individuals that create and disseminate a digital narrative of their everyday lives. Increasingly, brands identify and strategically engage with influencers to enable favorable brand outcomes. Existing academic research on social media influencer research focuses mainly on western countries to explore the phenomenon. The concentration on a specific geographical context necessitates the study of social media effectiveness in different cultural contexts. By employing qualitative research in Morrocco, the present study explores influencer-follower interactions and their effect on consumers’ behavior by focusing on a specific age segment – the digital native millennials. The paper provides theoretical insights on how cultural dimensions can create differences in millennials’ perceptions and consumption behaviors by offering also managerial implications for influencers and brands, and areas for future research.

Keywords

social media influencers, social media, consumer behavior, millennials, culture

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