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Dijital Çağda Sosyal Medya Fenomenlerinin Tüketici Satın Alma Davranışlarına Etkisi: Instagram Örneği

Year 2024, Volume: 6 Issue: 1, 19 - 36, 30.06.2024
https://doi.org/10.57082/mpsr.1482725

Abstract

Dijital dünyanın bu devrinde, sosyal medya tüketicilerle bilgi paylaşmanın en hızlı yolu olarak ortaya çıkmıştır. Bu çalışmanın önemi; daha önce araştırmalara konu olan ünlü isimlerin pazarlama stratejilerinde kullanılması, sosyal medya pazarlaması, dijital pazarlama, sosyal medya platformlarının tüketici davranışlarına ve satın alma niyetine etkisi gibi konulardan farklı olarak sosyal medya ve Instagram fenomenlerine odaklanmasıdır. Çalışmada ağırlıklı olarak dijital pazarlama, sosyal medya pazarlaması, fenomen kavramı ve sosyal medya pazarlamasında fenomen kullanımı konularına yer verilmiştir. Çalışmanın amacı Instagram fenomenlerinin tüketici satın alma davranışlarına etkisini incelemektir. Çanakkale ilinde yaşayan ve sosyal medya platformlarından biri olan Instagram uygulamasını aktif bir şekilde kullanan 306 katılımcıdan anket aracılığı ile veriler toplanmıştır. Verilerin analizinde, keşfedici faktör analizi, değişkenler arası korelasyon analizi, regresyon analizi ve güvenilirlik analizi yapılmıştır. Elde edilen bulgulara göre Instagram fenomenlerinin popülaritesi ve uzmanlığı ile tüketicilerin fenomene yönelik güveninin, fenomene yönelik olan tutumu etkilediği ve bu sayede tüketici satın alma davranışını etkilediği sonucuna varılmıştır.

References

  • Al-Debei, M. M., Al-Lozi, E. & Papazafeiropoulou, A. (2013). Why people keep coming back to Facebook: Explaining and predicting continuance participation from an extended theory of planned behaviour perspective. Decision Support Systems, 55(1), 43–54. Doi: 10.1016/j.dss.2012.12.032
  • Akbulut, Ö., & Çapık, C. (2022). Çok değişkenli istatistiksel analizler için örneklem büyüklüğü. Journal of Nursology, 25(2), 111-116. Doi: 10.5152/JANHS.2022.970637
  • Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International journal of information management, 42, 65-77. Doi: 10.1016/j.ijinfomgt.2018.06.001
  • Akdoğan, K. (2019). Sosyal Medya Fenomenlerinin Satın Alma Davranışı Üzerine Etkisi. Yozgat Bozok Üniversitesi Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi, Yozgat.
  • Amos, C., Holmes, G. & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness. International Journal of Advertising, 27(2), 209–234. Doi: 10.1080/02650487.2008.11073052
  • Armitage, C. J. & Conner, M. (2001). Efficacy of the theory of planned behaviour: A Meta-Analytic Review. British Journal of Social Psychology, 40(4), 471–499. Doi:10.1348/014466601164939
  • Bala, M., & Verma, D. (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.
  • Boughton, S. B. (2005). Search engine marketing. Perspectives in Business, 2(1), 29-33.
  • Cheah, J.-H., Ting, H., Cham, T. H. & Memon, M. A. (2019). The effect of selfie promotion and celebrity endorsed advertisement on decision-making processes. Internet Research, 29(3), 552–577. Doi: 10.1108/intr-12-2017-0530
  • Chetioui, Y., Benlafqih, H. & Lebdaoui, H. (2020). How fashion influencers contribute to consumers' purchase intention. Journal of Fashion Marketing and Management: An International Journal, 24(3), 361–380. Doi: 10.1108/jfmm-08-2019-0157
  • Choi, S. M. & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and Consumer Ideal Self on endorsement effectiveness. Psychology & Marketing, 29(9), 639–650. Doi: 10.1002/mar.20550
  • 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. Doi:10.1080/02650487.2017.1348035
  • Desai, V. & Vidyapeeth, B. (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development, 5(5), 196-200.
  • Diker, E. (2021). Tüketicilerin YouTube reklamlarına yönelik tutumlarının satın alma davranışı üzerindeki etkisi. Selçuk İletişim, 14(1), 84–112. Doi: 10.18094/josc.818065
  • 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. Doi: 10.1016/j.chb.2016.11.009
  • Djafarova, E. & Trofimenko, O. (2019). Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information, communication & society, 22(10), 1432-1446. Doi: 10.1080/1369118X.2018.1438491 Durkin, M. (2013). Tweet me cruel: Perspectives on battling digital marketing myopia1. The Marketing Review, 13(1), 51–63. Doi: 10.1362/146934713x13590250137781
  • Dwivedi, Y. K., Kapoor, K. K. & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289–309. Doi: 10.1362/146934715x14441363377999
  • Elli, D. M. (2017). The phenomenon and rise of Influencer Marketing and how it affects customer opinion and helps or damages brands. International Hellenic University, 1-64.
  • Gupta, Y., Agarwal, S. & Singh, P. B. (2020). To study the impact of instafamous celebrities on consumer buying behavior. Academy of Marketing Studies Journal, 24(2), 1-13.
  • Hawkins, K. & Vel, P. (2013). Attitudinal loyalty, behavioural loyalty and social media: An introspection. The Marketing Review, 13(2), 125–141. Doi:10.1362/146934713x13699019904605
  • Hayes, R. A. & Carr, C. T. (2015). Does being social matter? effects of enabled commenting on credibility and brand attitude in social media. Journal of Promotion Management, 21(3), 371–390. Doi: 10.1080/10496491.2015.1039178
  • Hermawan, D. (2020). Influencer Marketing in Digital Era: Does It Really Works?. International Journal of Management, Entrepreneurship, Social Science and Humanities, 3(2), 50-67.
  • Hsu, C. L., Chuan‐Chuan Lin, J. ve Chiang, H. S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research, 23(1), 69–88. Doi: 10.1108/10662241311295782
  • Jin, S. V., Muqaddam, A. ve Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567-579.
  • Kannan, P. K. & Li, H. “A. (2017). Digital Marketing: A Framework, review and Research Agenda. International Journal of Research in Marketing, 34(1), 22–45. Doi:10.1016/j.ijresmar.2016.11.006
  • Kaur, S. (2016). Social media marketing. Asian Journal of Multidimensional Research (AJMR), 5(4), 6-12. Kilic, S. (2016). Cronbach’s alpha reliability coefficient. Journal of Mood Disorders, 6(1), 47-48. Doi: 10.5455/jmood.20160307122823
  • 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. Doi:10.1080/20932685.2020.1752766
  • Li, Y.-M., Lee, Y.-L. & Lien, N.-J. (2012). Online social advertising via influential endorsers. International Journal of Electronic Commerce, 16(3), 119–154. Doi: 10.2753/jec1086-4415160305.
  • Lisichkova, N., & Othman, Z. (2017). The Impact of Influencers on Online Purchase Intent (Dissertation).
  • 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. Doi: 10.1080/15252019.2018.1533501
  • Macintosh, G. & Lockshin, L. S. (1997). Retail relationships and store loyalty: A multi-level perspective. International Journal of Research in Marketing, 14(5), 487–497. Doi:10.1016/s0167-8116(97)00030-x
  • 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. Doi:10.1080/0267257x.2020.1738525
  • Nadaraja, R. & Yazdanifard, R. (2013). Social media marketing: advantages and disadvantages. Center of Southern New Hempshire University, 1-10.
  • Nam, L. G. & Dân, H. T. (2018). Impact of social media influencer marketing on consumer at ho Chi Minh City. International Journal of Social Sciences and Humanities Invention, 5(5), 4710–4714. Doi: 10.18535/ijsshi/v5i5.10
  • Özdamar, K. (1999). Paket programlar ile İstatistiksel Veri Analizi. Kaan Kitabevi: Eskişehir.
  • Pate, S.S. & Adams, M. (2013), The influence of social networking sites on buying behaviors of millennials the influence of social networking sites on buying behaviors of millennials, Atlantic Marketing Journal, Vol. 2 No. 1, pp. 92-109
  • Papasolomou, I. & Melanthiou, Y. (2012). Social Media: Marketing Public Relations’ new best friend. Journal of Promotion Management, 18(3), 319–328. Doi:10.1080/10496491.2012.696458
  • Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A. & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6). 1-11. Doi: 10.1016/j.heliyon.2020.e04284
  • Pick, M. (2020). Psychological ownership in social media influencer marketing. European Business Review, 33(1), 1–21. Doi: 10.1108/ebr-08-2019-0165
  • Sarstedt, M. & Mooi, E. (2018). Regression analysis. Springer Texts in Business and Economics, 209–256. Doi: 10.1007/978-3-662-56707-4_7
  • Sheth, J. N. & Sharma, A. (2005). International e‐marketing: opportunities and issues. International Marketing Review, 22(6), 611-622.
  • Uzunoğlu, E. & Misci Kip, S. (2014). Brand Communication Through Digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592–602. Doi: 10.1016/j.ijinfomgt.2014.04.007
  • Willi, C. H., Melewar, T. C. & Broderick, A. J. (2013). Virtual brand-communities using blogs as communication platforms and their impact on the two-step communication process: A research agenda. The Marketing Review, 13(2), 103–123. Doi:10.1362/146934713x13699019904560
  • Vinerean, S. (2017). Content marketing strategy. In Content marketing strategy: Vinerean, Simona, 92-98.
  • Xu (Rinka), X. & Pratt, S. (2018). Social Media influencers as endorsers to promote travel destinations: An application of self-congruence theory to the Chinese Generation Y. Journal of Travel & Tourism Marketing, 35(7), 958–972. Doi:10.1080/10548408.2018.1468851
  • Yadav, M. S., de Valck, K., Hennig-Thurau, T., Hoffman, D. L. & Spann, M. (2013). Social Commerce: A contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311–323. Doi: 10.1016/j.intmar.2013.09.001
  • Zak, S. & Hasprova, M. (2020). The role of influencers in the consumer decision-making process. SHS Web of Conferences, 74, 03014. Doi: 10.1051/shsconf/20207403014
  • Zhang, Y., Li, X. & Wang, T.-W. (2013). Identifying Influencers in online social networks. International Journal of Intelligent Information Technologies, 9(1), 1–20. Doi:10.4018/jiit.2013010101
Year 2024, Volume: 6 Issue: 1, 19 - 36, 30.06.2024
https://doi.org/10.57082/mpsr.1482725

Abstract

References

  • Al-Debei, M. M., Al-Lozi, E. & Papazafeiropoulou, A. (2013). Why people keep coming back to Facebook: Explaining and predicting continuance participation from an extended theory of planned behaviour perspective. Decision Support Systems, 55(1), 43–54. Doi: 10.1016/j.dss.2012.12.032
  • Akbulut, Ö., & Çapık, C. (2022). Çok değişkenli istatistiksel analizler için örneklem büyüklüğü. Journal of Nursology, 25(2), 111-116. Doi: 10.5152/JANHS.2022.970637
  • Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International journal of information management, 42, 65-77. Doi: 10.1016/j.ijinfomgt.2018.06.001
  • Akdoğan, K. (2019). Sosyal Medya Fenomenlerinin Satın Alma Davranışı Üzerine Etkisi. Yozgat Bozok Üniversitesi Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi, Yozgat.
  • Amos, C., Holmes, G. & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness. International Journal of Advertising, 27(2), 209–234. Doi: 10.1080/02650487.2008.11073052
  • Armitage, C. J. & Conner, M. (2001). Efficacy of the theory of planned behaviour: A Meta-Analytic Review. British Journal of Social Psychology, 40(4), 471–499. Doi:10.1348/014466601164939
  • Bala, M., & Verma, D. (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.
  • Boughton, S. B. (2005). Search engine marketing. Perspectives in Business, 2(1), 29-33.
  • Cheah, J.-H., Ting, H., Cham, T. H. & Memon, M. A. (2019). The effect of selfie promotion and celebrity endorsed advertisement on decision-making processes. Internet Research, 29(3), 552–577. Doi: 10.1108/intr-12-2017-0530
  • Chetioui, Y., Benlafqih, H. & Lebdaoui, H. (2020). How fashion influencers contribute to consumers' purchase intention. Journal of Fashion Marketing and Management: An International Journal, 24(3), 361–380. Doi: 10.1108/jfmm-08-2019-0157
  • Choi, S. M. & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and Consumer Ideal Self on endorsement effectiveness. Psychology & Marketing, 29(9), 639–650. Doi: 10.1002/mar.20550
  • 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. Doi:10.1080/02650487.2017.1348035
  • Desai, V. & Vidyapeeth, B. (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development, 5(5), 196-200.
  • Diker, E. (2021). Tüketicilerin YouTube reklamlarına yönelik tutumlarının satın alma davranışı üzerindeki etkisi. Selçuk İletişim, 14(1), 84–112. Doi: 10.18094/josc.818065
  • 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. Doi: 10.1016/j.chb.2016.11.009
  • Djafarova, E. & Trofimenko, O. (2019). Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information, communication & society, 22(10), 1432-1446. Doi: 10.1080/1369118X.2018.1438491 Durkin, M. (2013). Tweet me cruel: Perspectives on battling digital marketing myopia1. The Marketing Review, 13(1), 51–63. Doi: 10.1362/146934713x13590250137781
  • Dwivedi, Y. K., Kapoor, K. K. & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289–309. Doi: 10.1362/146934715x14441363377999
  • Elli, D. M. (2017). The phenomenon and rise of Influencer Marketing and how it affects customer opinion and helps or damages brands. International Hellenic University, 1-64.
  • Gupta, Y., Agarwal, S. & Singh, P. B. (2020). To study the impact of instafamous celebrities on consumer buying behavior. Academy of Marketing Studies Journal, 24(2), 1-13.
  • Hawkins, K. & Vel, P. (2013). Attitudinal loyalty, behavioural loyalty and social media: An introspection. The Marketing Review, 13(2), 125–141. Doi:10.1362/146934713x13699019904605
  • Hayes, R. A. & Carr, C. T. (2015). Does being social matter? effects of enabled commenting on credibility and brand attitude in social media. Journal of Promotion Management, 21(3), 371–390. Doi: 10.1080/10496491.2015.1039178
  • Hermawan, D. (2020). Influencer Marketing in Digital Era: Does It Really Works?. International Journal of Management, Entrepreneurship, Social Science and Humanities, 3(2), 50-67.
  • Hsu, C. L., Chuan‐Chuan Lin, J. ve Chiang, H. S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research, 23(1), 69–88. Doi: 10.1108/10662241311295782
  • Jin, S. V., Muqaddam, A. ve Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567-579.
  • Kannan, P. K. & Li, H. “A. (2017). Digital Marketing: A Framework, review and Research Agenda. International Journal of Research in Marketing, 34(1), 22–45. Doi:10.1016/j.ijresmar.2016.11.006
  • Kaur, S. (2016). Social media marketing. Asian Journal of Multidimensional Research (AJMR), 5(4), 6-12. Kilic, S. (2016). Cronbach’s alpha reliability coefficient. Journal of Mood Disorders, 6(1), 47-48. Doi: 10.5455/jmood.20160307122823
  • 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. Doi:10.1080/20932685.2020.1752766
  • Li, Y.-M., Lee, Y.-L. & Lien, N.-J. (2012). Online social advertising via influential endorsers. International Journal of Electronic Commerce, 16(3), 119–154. Doi: 10.2753/jec1086-4415160305.
  • Lisichkova, N., & Othman, Z. (2017). The Impact of Influencers on Online Purchase Intent (Dissertation).
  • 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. Doi: 10.1080/15252019.2018.1533501
  • Macintosh, G. & Lockshin, L. S. (1997). Retail relationships and store loyalty: A multi-level perspective. International Journal of Research in Marketing, 14(5), 487–497. Doi:10.1016/s0167-8116(97)00030-x
  • 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. Doi:10.1080/0267257x.2020.1738525
  • Nadaraja, R. & Yazdanifard, R. (2013). Social media marketing: advantages and disadvantages. Center of Southern New Hempshire University, 1-10.
  • Nam, L. G. & Dân, H. T. (2018). Impact of social media influencer marketing on consumer at ho Chi Minh City. International Journal of Social Sciences and Humanities Invention, 5(5), 4710–4714. Doi: 10.18535/ijsshi/v5i5.10
  • Özdamar, K. (1999). Paket programlar ile İstatistiksel Veri Analizi. Kaan Kitabevi: Eskişehir.
  • Pate, S.S. & Adams, M. (2013), The influence of social networking sites on buying behaviors of millennials the influence of social networking sites on buying behaviors of millennials, Atlantic Marketing Journal, Vol. 2 No. 1, pp. 92-109
  • Papasolomou, I. & Melanthiou, Y. (2012). Social Media: Marketing Public Relations’ new best friend. Journal of Promotion Management, 18(3), 319–328. Doi:10.1080/10496491.2012.696458
  • Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A. & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6). 1-11. Doi: 10.1016/j.heliyon.2020.e04284
  • Pick, M. (2020). Psychological ownership in social media influencer marketing. European Business Review, 33(1), 1–21. Doi: 10.1108/ebr-08-2019-0165
  • Sarstedt, M. & Mooi, E. (2018). Regression analysis. Springer Texts in Business and Economics, 209–256. Doi: 10.1007/978-3-662-56707-4_7
  • Sheth, J. N. & Sharma, A. (2005). International e‐marketing: opportunities and issues. International Marketing Review, 22(6), 611-622.
  • Uzunoğlu, E. & Misci Kip, S. (2014). Brand Communication Through Digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592–602. Doi: 10.1016/j.ijinfomgt.2014.04.007
  • Willi, C. H., Melewar, T. C. & Broderick, A. J. (2013). Virtual brand-communities using blogs as communication platforms and their impact on the two-step communication process: A research agenda. The Marketing Review, 13(2), 103–123. Doi:10.1362/146934713x13699019904560
  • Vinerean, S. (2017). Content marketing strategy. In Content marketing strategy: Vinerean, Simona, 92-98.
  • Xu (Rinka), X. & Pratt, S. (2018). Social Media influencers as endorsers to promote travel destinations: An application of self-congruence theory to the Chinese Generation Y. Journal of Travel & Tourism Marketing, 35(7), 958–972. Doi:10.1080/10548408.2018.1468851
  • Yadav, M. S., de Valck, K., Hennig-Thurau, T., Hoffman, D. L. & Spann, M. (2013). Social Commerce: A contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311–323. Doi: 10.1016/j.intmar.2013.09.001
  • Zak, S. & Hasprova, M. (2020). The role of influencers in the consumer decision-making process. SHS Web of Conferences, 74, 03014. Doi: 10.1051/shsconf/20207403014
  • Zhang, Y., Li, X. & Wang, T.-W. (2013). Identifying Influencers in online social networks. International Journal of Intelligent Information Technologies, 9(1), 1–20. Doi:10.4018/jiit.2013010101
There are 48 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Deren Üreşen 0009-0006-6458-3446

Mustafa Kaplan 0000-0002-5205-2123

Publication Date June 30, 2024
Submission Date May 12, 2024
Acceptance Date June 14, 2024
Published in Issue Year 2024 Volume: 6 Issue: 1

Cite

APA Üreşen, D., & Kaplan, M. (2024). Dijital Çağda Sosyal Medya Fenomenlerinin Tüketici Satın Alma Davranışlarına Etkisi: Instagram Örneği. Management and Political Sciences Review, 6(1), 19-36. https://doi.org/10.57082/mpsr.1482725


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