Examining University Students’ Perception and Ad Viewing Behavior in Artificial Intelligence (AI) Influencer Marketing

Can Saygıner

doi:10.26466/opusjsr.1706956

TR EN

Yapay Zekâ (YZ) Influencer Pazarlamasında Üniversite Öğrencilerinin Algısı ve Reklam İzleme Davranışının İncelenmesi

Öz

Sosyal medya reklamlarının etkinliği, giderek artan bir şekilde tüketici izleme davranışlarını etkileme düzeyine bağlı hâle gelmektedir. Bu çalışma, tüketici algılarının—özellikle bilgilendiricilik, eğlence, güvenilirlik, ekonomik katkı ve değer yozlaşması—yapay zekâ tabanlı influencer pazarlaması bağlamında reklam izleme davranışı üzerindeki etkilerini incelemektedir. Veriler, İzmir’deki devlet ve özel üniversitelerinde öğrenim gören 134 üniversite öğrencisinden yapılandırılmış bir anket aracılığıyla toplanmış ve SMARTPLS 4.0 kullanılarak yapısal eşitlik modelleme yöntemiyle analiz edilmiştir. Bulgular, bilgilendiricilik ve güvenilirliğin algılanan eğlence düzeyini anlamlı şekilde artırdığını ve eğlencenin reklam izleme davranışı üzerinde pozitif bir etkisi olduğunu ortaya koymuştur. Ayrıca, ekonomik katkı (yenilik katkısını temsilen) reklam izleme davranışını doğrudan ve anlamlı biçimde etkilemiştir. Model, reklam izleme davranışındaki varyansın %37,3’ünü açıklamış ve orta düzeyde bir açıklayıcılık sunmuştur. Bu bulgular, yapay zekâ influencer reklamlarında algılanan eğlence ve yenilik katkısının, tüketici etkileşimini şekillendirmedeki kritik rolünü vurgulamakta ve dijital reklam stratejilerini optimize etmek isteyen pazarlamacılar için değerli içgörüler sunmaktadır.

Anahtar Kelimeler

Sosyal Medya Reklamcılığı , Yapay Zekâ Influencer’ları , Üniversite Öğrencilerinin Algısı , Reklam İzleme Davranışı , Yapısal Eşitlik Modellemesi

Examining University Students’ Perception and Ad Viewing Behavior in Artificial Intelligence (AI) Influencer Marketing

Abstract

The effectiveness of social media advertisements increasingly depends on their influence on consumer viewing behavior. This study explores how consumer perceptions—specifically informativeness, entertainment, credibility, economic contribution, and value deterioration—affect advertisement viewing behavior in the context of AI influencer marketing. Data were collected from 134 university students at public and private universities in Izmir through a structured questionnaire and analyzed using SMARTPLS 4.0 with a structural equation modeling approach. Results showed that informativeness and credibility significantly enhanced perceived entertainment, which in turn positively influenced advertisement viewing behavior. Additionally, economic contribution (representing innovation) had a direct and significant effect on viewing behavior. The model explained 37.3% of the variance in advertisement viewing behavior, demonstrating moderate explanatory power. These findings highlight the critical role of perceived entertainment and innovation in shaping engagement with AI influencer ads, offering valuable insights for marketers aiming to optimize their digital advertising strategies in the age of artificial intelligence.

Keywords

Social Media Advertising , AI Influencers , University Students’ Perception , Advertisement Viewing Behavior , Structural Equation Modeling

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Details

Primary Language

English

Subjects

Communication Technology and Digital Media Studies , Internet , Social Media Studies

Journal Section

Research Article

Authors

Can Saygıner ^*
0000-0002-1680-392X
Türkiye

Early Pub Date

August 3, 2025

Publication Date

August 4, 2025

Submission Date

May 26, 2025

Acceptance Date

August 3, 2025

Published in Issue

Year 1970 Volume: 22 Number: 4

DOI

https://doi.org/10.26466/opusjsr.1706956

IZ

https://izlik.org/JA52JR92JF

APA

Saygıner, C. (2025). Examining University Students’ Perception and Ad Viewing Behavior in Artificial Intelligence (AI) Influencer Marketing. OPUS Journal of Society Research, 22(4), 810-820. https://doi.org/10.26466/opusjsr.1706956

Yapay Zekâ (YZ) Influencer Pazarlamasında Üniversite Öğrencilerinin Algısı ve Reklam İzleme Davranışının İncelenmesi

Öz

Anahtar Kelimeler

Examining University Students’ Perception and Ad Viewing Behavior in Artificial Intelligence (AI) Influencer Marketing

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Early Pub Date

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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