The Enchantment of Social Media Influencers: Analysing Consumer Attitudes Through the Lens of the Information Adoption Model

Mehmet Gökerik

doi:10.26466/opusjsr.1454145

TR EN

Sosyal Medya Fenomenlerinin Büyüsü: Tüketici Tutumlarının Bilgi Benimseme Modeli Merceğinden Analizi

Öz

Bu çalışma, sosyal medya fenomenlerinin tüketici davranışları üzerindeki etkisini titizlikle incelemekte ve teorik temel olarak Bilgi Benimseme Modeli'ni (IAM) benimsemektedir. Web 2.0 çağında, sosyal medya kullanıcı tarafından üretilen içerik için hayati bir kanal olarak ortaya çıkmış, iletişim, halkla ilişkiler ve pazarlama stratejilerini derinden değiştirmiştir. Elektronik ağızdan ağıza pazarlama (eWOM) konusunda sosyal medyanın rolü, tüketici deneyimleri oluşturma potansiyelini vurgulamakta ve böylece marka değerini artırmaktadır. Bu sorgulamanın merkezinde IAM bulunmakta, kullanıcıların bilgiyi nasıl değerlendirdikleri ve kabul ettikleri süreci açıklamakta, bilginin kalitesi, güvenilirliği ve algılanan faydası ön planda olmaktadır. Bu çalışma, özellikle sosyal medya etkileyicileri tarafından yayılan içeriğin tüketici satın alma niyetleri üzerindeki etkisini detaylı bir şekilde araştırmaktadır. Anket yoluyla toplanan veriler yapısal eşitlik modellemesiyle analiz edilmiştir. Bulgular, sosyal medya fenomenlerinin orijinalliğinin, güvenilirliğinin ve duygusal bağlanmanın, bilginin algılanan değerini artırma konusundaki vazgeçilmezliğini ve dolayısıyla tüketici satın alma niyetlerini etkileme kapasitesini vurgulamaktadır. Bu akademik çalışma, sosyal medyanın tüketici davranışları üzerindeki etkisi üzerine literatüre katkıda bulunmakta ve işletmelere sosyal medya pazarlamasını daha etkili bir şekilde kullanma konusunda farkındalıklar sunmaktadır.

Anahtar Kelimeler

Sosyal Medya , Bilgi Benimseme Modeli , Influencer Pazarlama , Satın Alma Niyeti

The Enchantment of Social Media Influencers: Analysing Consumer Attitudes Through the Lens of the Information Adoption Model

Abstract

This study meticulously examines the influence of social media influencers on consumer behaviour, adopting the Information Adoption Model (IAM) as its theoretical cornerstone. In the era of Web 2.0, social media has emerged as a vital conduit for user-generated content, profoundly altering the landscapes of communication, public relations, and marketing strategies. The role of social media in electronic word-of-mouth (eWOM) marketing underscores its potential to craft consumer experiences, thereby augmenting brand equity. Central to this inquiry is the IAM, which elucidates the process through which users assess and adopt information, with the quality, reliability, and perceived utility of information being paramount. This study specifically probes into how the content disseminated by social media influencers impacts consumer purchase intentions. Analyzing data collected from respondents via questionnaires through structural equation modelling, this investigation sheds light on the intricate dynamics of this relationship. The findings underscore the indispensability of influencers' originality, trustworthiness, and emotional resonance in amplifying the perceived value of information, consequently swaying consumer purchase intentions. This scholarly endeavour contributes to the broader academic dialogue on the sway of social media over consumer behaviours. It provides valuable insights for marketers seeking to harness the power of influencer marketing with greater efficacy.

Keywords

Social media , Information Adoption Model , Influencer Marketing , Purchase Intention

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Details

Primary Language

English

Subjects

Social Media Studies

Journal Section

Research Article

Authors

Mehmet Gökerik ^*
0000-0002-0827-5805
Türkiye

Early Pub Date

May 27, 2024

Publication Date

May 30, 2024

Submission Date

March 16, 2024

Acceptance Date

April 22, 2024

Published in Issue

Year 2024 Volume: 21 Number: 3

DOI

https://doi.org/10.26466/opusjsr.1454145

IZ

https://izlik.org/JA57GU97WY

APA

Gökerik, M. (2024). The Enchantment of Social Media Influencers: Analysing Consumer Attitudes Through the Lens of the Information Adoption Model. OPUS Journal of Society Research, 21(3), 125-139. https://doi.org/10.26466/opusjsr.1454145

The Enchantment of Social Media Influencers: Analysing Consumer Attitudes Through the Lens of the Information Adoption Model

Sosyal Medya Fenomenlerinin Büyüsü: Tüketici Tutumlarının Bilgi Benimseme Modeli Merceğinden Analizi

Öz

Anahtar Kelimeler

The Enchantment of Social Media Influencers: Analysing Consumer Attitudes Through the Lens of the Information Adoption Model

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Early Pub Date

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

Cite

Cited By

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