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

Year 2024, Volume: 21 Issue: 3, 125 - 139, 30.05.2024

Mehmet Gökerik

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

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

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

Abstract

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.

Keywords

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

Ethical Statement

Çalışmanın yönteminde uygulanan anket çalışmasının, Karabük Üniversitesi Sosyal ve Beşeri Bilimler Araştırmaları Etik Kurulu 29.12.2023 tarihli ve E.303568 sayılı toplantı tutanağı sonucunda, etik kurallara uygunluğu oy birliği ile kabul edilmiştir.

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