The Effects of Vloggers As Social Media Influencer on Purchase Intention of Young People

Year 2019, Volume: 8 Issue: 2, 235 - 245, 23.09.2019

Perihan Şıker

Abstract

With the emergence of new platforms in the digitalizing world, consumers have begun to be affected by video shares on social networks such as YouTube while deciding to purchase. Therefore, many brands invest in digital influencers such as vloggers to reach their target audience. In this study where the source credibility scale developed by Ohanian (1990) was used, it was aimed to examine the effect of attractiveness, trustworthiness and expertise characteristics of the vloggers, who advertise brands, on the purchase intention of young people. As a result of the analysis performed, it was concluded that the trustworthiness, attractiveness and expertise characteristics of vloggers positively affected the purchase intention of young people.

Keywords

Vlogger, Source Credibility Scale, Youtube

Sosyal Medya Etkileyicisi Olarak Vloggerların Gençlerin Satın Alma Niyetine Etkisi

Abstract

Dijitalleşen dünyada yeni platformların ortaya çıkmasıyla tüketiciler satın alma kararı alırken YouTube gibi sosyal ağlardaki video paylaşımlarını dikkate almaya başlamışlardır. Bu nedenle, birçok marka vlogger gibi dijital etkileyiciler ile hedef kitlelerine ulaşmak için yatırım yapmaktadır. Obanian (1990) tarafından geliştirilen kaynağın güvenilirliği ölçeğinin kullanıldığı bu çalışmada, marka tanıtımı yapan vloggerların çekicilik, güvenilirlik ve uzmanlık özelliklerinin gençlerin satın alma niyeti üzerindeki etkisini incelemek amaçlanmıştır. Araştırmada veri toplama aracı olarak anket yönteminden yararlanılmıştır. Verilerin analizinde frekans, faktör analizi, korelasyon analizi ve çoklu regresyon analizi uygulanmıştır. Elde edilen sonuçlara göre, vloggerın güvenilirliği, çekiciliği ve uzmanlığı özellikleri gençlerin satın alma niyetini pozitif yönde etkilemektedir.

Keywords

Vlogger, Kaynağın Güvenilirliği Ölçeği, YouTube

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