Digital Influencers in New Media as a Marketing Communicatıon Tool: A Research About The Effects of Vloggers' Characteristics and Types of Knowledge on Vlogger’ Reputation

Year 2019, Volume: 11 Issue: 18, 180 - 204, 30.06.2019

Didem Zeynep Bayazıt Beril Durmuş Figen Yıldırım

https://doi.org/10.26466/opus.526579

Abstract

The growing power of vloggers, new players of new media, and their
effective influence on their connected network’s buying decisions have emerged
as a new communication tool for brands. Vloggers’ characteristics and knowledge
have important relationship with vloggers’ reputation. The purpose of this
paper is to investigate how consumers respond to this type of brand
communication activity (vlogging), and evaluate its effects on the choosen
vloggers’ reputation. A survey with convenience sampling involving 224 vlog
audiences as participants was analyzed in the empirical study to investigate
the relationship between the previously mentioned variables. As a result, with
the aim of being light for future studies about vlogs; in case of using
vloggers as a marketing communication tool, it must be well understood that
creating/choosing synergetic content with the elements of brand communication
mix is important. 

Keywords

Authoritative knowledge, new media, digital influencers, vlogger, engagement knowledge

Pazarlama İletişim Aracı Olarak Yeni Medyada Dijital Etkileyiciler: Vloggerların Karakteristik Özellikleri Ve Bilgi Birikimi Tiplerinin Vlogger İtibarına Etkisi Üzerine Bir Araştırma

Abstract

Günden
güne gücü artan yeni medyanın önemli oyuncuları olarak vloggerlar markaların
iletişim çabalarına destek olurken, kendilerine bağlı kitlelerin satın alma kararlarını
oluşturmalarında etkin rol oynamaktadırlar. Vloggerların karakteristik
özelliklerinin yanında sundukları bilgi birikimin kaynağı ve bunu nasıl bir ruh
halinde sundukları, vlogger tercihini ve sonrasında kendilerine duyulan itibar
algısını etkilemektedir. Bu çalışmada iletişim çabalarında vlogları kullanacak
markaların özellikle seçilen vloggerın bilgi birikimi tipleri ve karakteristik
özelliklerinin vloggerın itibar oluşumunda ne kadar etkili olduğu anlaşılmaya
çalışılmıştır. Bu sebeple, kolayda örneklem yöntemi kullanılarak 224
katılımcıyla yapılan anket veri toplama yöntemiyle söz konusu ilişki
irdelenmiştir. Sonuç olarak literatürde henüz az sayıda olan vlog üzerine
yapılacak olan gelecekteki çalışmalara ışık tutması amacıyla vloggerların iletişim
aracı olarak seçimi/kullanımında, içerik yaratılmasında marka ile özdeşleşen
iletişim stratejilerinin sunulmasının önemi vurgulanmaktadır.

Keywords

Dijital etkileyiciler, yeni medya, teknik/uzmanlık kaynaklı bilgi, deneyim kaynaklı bilgi birikimi, vlogger

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