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DİJİTALİ YENİDEN OKUMAK: SOSYAL ETKİ PAZARLAMASI VE INFLUENCERLER

Year 2021, Issue: 42, 30 - 43, 08.01.2021
https://doi.org/10.30794/pausbed.795144

Abstract

Günümüzde, tüketiciyle marka arasındaki etkileşimi artırmaya yönelik yapılan dijital pazarlama stratejilerinin başında sosyal etki pazarlaması gelmektedir. Sosyal etki pazarlamasının bir kolu olan influencer pazarlaması, dijital platformlardaki markalar için organik etkileşimi sağladığı düşünülmekte, aynı zamanda tüketicinin satın alma karar sürecini kolaylaştırmaktadır. Özellikle Internet’te geçen zamanla eşgüdümlü olarak sosyal medyada kullanıcı sayılarının her geçen gün artmasıyla birlikte markaların influencer pazarlamasına yöneldiği görülmektedir. Bu araştırmada Deutsch ve Gerard’s (1955) ve Kelman’ın (1958) sosyal etki kuramlarından yola çıkarak influencerlerin tüketici üzerinde uyma, özdeşleştirme, içselleştirme, bilgilendirici ve normatif sosyal etki doğrultusunda nasıl bir sosyal etkiye sahip olduğu pazarlama açısından ortaya konulmuştur. Tüketici odaklı yapılan çalışmada örneklem grubu Y kuşağının son çeyreğinde bulunan bireyler olarak belirlenmiş ve bu grubun mensuplarıyla derinlemesine mülakatlar gerçekleştirilmiştir. Araştırmanın öne çıkan bulguları ise influencerin samimiyeti ve güven vermesinin tüketicilerin influencerlerle özdeşleştirme sürecinde önemli bir yere sahip olduğu ve influencerlerin tüketicilerin satın alma niyetini olumlu yönde etkilediğidir.

References

  • Agnew, C. R. (2014). Social Influence on Close Relationships: Beyond the Dyad. Cambridge University Press.
  • Bakshy, E., Hofman, J. M., Mason, W. A., ve Watts, D. J. (2011, Şubat). Everyone's an influencer: quantifying influence on twitter. Proceedings of the fourth ACM international conference on Web search and data mining (ss.. 65-74).
  • Brown, D. ve Hayes, Nick (2008).Influencer Marketing, Who Really Influences Your Customers? Elsevier Ltd.
  • Brown, D.,ve Fiorella, S. (2013). Influence marketing: How to create, manage, and measure brand influencers in social media marketing. Que Publishing.
  • Cappo, J. (2004), Reklamcılığın Geleceği: Post-Televizyon Çağında Yeni Mecralar, Yeni Müşteriler, Yeni Tüketiciler. Çev. Fevzi YALIM, İstanbul: Mediacat Yayınları.
  • Chang, J. H., Zhu, Y. Q., Wang, S. H., ve Li, Y. J. (2018). Would you change your mind? An empirical study of social impact theory on Facebook. Telematics and Informatics, 35(1), ss. 282-292.
  • CreatorDen (2017) Influencer marketing raporu. Erişim: 2 Temmuz 2020 https://creatorden.com/2017-turkiye-influencer-marketing-raporu/ Darley, J. M., Messick, D. M.,ve Tyler, T. R. (2001). Social influences on ethical behavior in organizations. Psychology Press.
  • Deutsch, M. ve Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. The Journal of Abnormal and Social Psychology, 51(3), 629–636.https://doi.org/10.1037/h0046408
  • Feinman, S. (Ed.). (2013). Social referencing and the social construction of reality in infancy. Springer Science & Business Media.
  • Fidan, H. C. (20 Ağustos 2019) Sosyal Medyanın Türkiye’deki Geleceği 2019-2020 Raporu Yayında [Weblog]. Erişim: https://pazarlamasyon.com/sosyal-medyanin-turkiyedeki-gelecegi-2019-2020-raporu-yayinda/
  • Goodwin, C. (1987). A social influence theory of consumer cooperation. ACR North American Advances. 14(1), ss. 378-381
  • Gottfried, Jeffrey, and Elisa Shearer (2016). News Use across Social Media Platforms 2016,Pew Research Center, Erişim 26.05.2020 http://www.journalism.org/2016/05/26/news-use-across-social-media-platforms-2016/
  • Heinzen, T. ve Goodfriend, W. (2018). Social psychology, Sage Publication
  • Hu, X., Chen, X., ve Davison, R. M. (2019). Social support, source credibility, social influence, and impulsive purchase behavior in social commerce. International Journal of Electronic Commerce, 23(3), ss. 297-327.
  • Humphreys, A., ve Carpenter, G. S. (2018). Status games: Market driving through social influence in the US wine industry.Journal of Marketing, 82(5), 141-159.
  • Izuma, K. (2017). The neural bases of social influence on valuation and behavior. In Decision Neuroscience (pp. 199-209). Academic Press. [Abstract].
  • Jahoda, M. (1956). Psychological issues in civil liberties. American Psychologist, 11(5), 234–240. https://doi-org.lproxy.yeditepe.edu.tr/10.1037/h0044174
  • Kahle, L. R., ve Valette-Florence, P. (2012). Marketplace lifestyles in an age of social media: Theory and methods. ME Sharpe.
  • Kamiloğlu, F. (2004) Halkla ilişkilerde araştırma ölçümlemenin önemi ve araştırma alanları uygulanırlığı (Yayımlanmamış yüksek lisans tezi). İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü, Halkla İlişkiler ve Tanıtım Anabilim Dalı, İstanbul
  • Keller, E., ve Berry, J. (2003). The influentials: One American in ten tells the other nine how to vote, where to eat, and what to buy. Simon and Schuster.
  • Kelman, H. C. (1958). Compliance, identification, and internalization three processes of attitude change. Journal of conflict resolution, 2(1), 51-60.
  • Kelman, H. C. (2006). Interests, relationships, identities: Three central issues for individuals and groups in negotiating their social environment. Annu. Rev. Psychology., 57, ss. 1-26
  • Kelman, H. C., ve Fisher, R. J. (Ed). (2016). Herbert C. Kelman: A pioneer in the social psychology of conflict analysis and resolution. Springer International Publishing.
  • Kwahk, K. Y., ve Ge, X. (2012, January). The effects of social media on e-commerce: A perspective of social impact theory. In 2012 45th Hawaii international conference on system sciences(ss. 1814-1823). IEEE.
  • Latané, B. (1981). The psychology of social impact. American Psychologist, 36(4), 343–356. https://doi-org.lproxy.yeditepe.edu.tr/10.1037/0003-066X.36.4.343.
  • Lee, J. S. (2017). The impact of celebrity endorser attachment and endorser-product match-up on credibility, attitude, and purchase intent (Doktora Tezi, University of Alabama Libraries). Erişim: 1 Temmuz 2020, https://search.proquest.com/openview/ac4db23338a06821f523ce6d2dd33b7c/1?pq-origsite=gscholar&cbl=18750&diss=y
  • Leet-Pellegrini, H., ve Rubin, J. Z. (1974). The effects of six bases of power upon compliance, identification, and internalization. Bulletin of the Psychonomic Society, 3(1), ss.68-70.
  • Lytras, M. D., Carroll, J. M., Damiani, E., Tennyson, R. D., Avison, D., Vossen, G., ve De Pablos, P. O. (Ed.). (2008). The open knowledge society: a computer science and information systems manifesto (Vol. 19). Springer Science & Business Media.
  • Nurhandayani, A., Syarief, R., ve Najib, M. (2019). The Impact of Social Media Influencer and Brand Images to Purchase Intention. Jurnal Aplikasi Manajemen, 17(4).
  • Özen, Y. ve Gül, A. G. (2007). Sosyal ve eğitim bilimleri araştirmalarinda evren-örneklem sorunu. Atatürk Üniversitesi Kazım Karabekir Eğitim Fakültesi Dergisi, (15), ss. 394-422.
  • Price, V. ve Oshagan, H. (1995). H. Glasser, T. L.ve Salmon, C. T. (Eds.) İçinde. Public opinion and the communication of consent. Guilford Press.
  • Raven, B. H. (1965). Social influence and power. I.D. Steiner ve M. Fishbein (Editör) içinde , Current studies in social psychology (ss. 371–382). Holt
  • Razorfish (Temmuz 2009.) Employee Social Influence Marketing Guidelines Razorfish Employee Social Influence Marketing Guideline. http://fluent.razorfish.com.
  • Sharma, M. ve Kalra, D. (2011). An empirical study of online social influence marketing with reference to customer's product purchase decision and product recommendation. Indian Journal of Marketing, 41(8), ss. 68-77.
  • Singh, S. ve Diamond, S. (2014). Social media marketing for dummies. John Wiley & Sons.
  • Singhal, A., Cody, M. J., Rogers, E. M., ve Sabido, M. (2003). Entertainment-education and social change: History, research, and practice. Routledge
  • Stamatis, D. H. (2001). Six sigma and beyond: Foundations of excellent performance. CRC Press.
  • Stiff, J. B., ve Mongeau, P. A. (2016). Persuasive communication. Guilford Publications.
  • Tedeschi, J. T. (2017). Social power and political influence. Routledge.
  • Waller, T. (2020). Personal brand management. management for professionals. Springer.
  • Xue, F. (2019). Facebook news feed ads: a social impact theory perspective. Journal of Research in Interactive Marketing. https://www.emerald.com/insight/content/doi/10.1108/JRIM-10-2018-0125/full/html
  • Yıldız, M. (2016). Sosyal Etki Süreçlerinin ‘Tehlikeli Oyun: Dalga’Filmi Bağlamında Değerlendirilmesi. Zeitschrift für die Welt der Türken/Journal of World of Turks, 8(1), ss. 41-65.
  • Zimbardo, P. G., ve Leippe, M. R. (1991). McGraw-Hill series in social psychology.The psychology of attitude change and social influence. Mcgraw-Hill Book Company. [Abstract].
Year 2021, Issue: 42, 30 - 43, 08.01.2021
https://doi.org/10.30794/pausbed.795144

Abstract

References

  • Agnew, C. R. (2014). Social Influence on Close Relationships: Beyond the Dyad. Cambridge University Press.
  • Bakshy, E., Hofman, J. M., Mason, W. A., ve Watts, D. J. (2011, Şubat). Everyone's an influencer: quantifying influence on twitter. Proceedings of the fourth ACM international conference on Web search and data mining (ss.. 65-74).
  • Brown, D. ve Hayes, Nick (2008).Influencer Marketing, Who Really Influences Your Customers? Elsevier Ltd.
  • Brown, D.,ve Fiorella, S. (2013). Influence marketing: How to create, manage, and measure brand influencers in social media marketing. Que Publishing.
  • Cappo, J. (2004), Reklamcılığın Geleceği: Post-Televizyon Çağında Yeni Mecralar, Yeni Müşteriler, Yeni Tüketiciler. Çev. Fevzi YALIM, İstanbul: Mediacat Yayınları.
  • Chang, J. H., Zhu, Y. Q., Wang, S. H., ve Li, Y. J. (2018). Would you change your mind? An empirical study of social impact theory on Facebook. Telematics and Informatics, 35(1), ss. 282-292.
  • CreatorDen (2017) Influencer marketing raporu. Erişim: 2 Temmuz 2020 https://creatorden.com/2017-turkiye-influencer-marketing-raporu/ Darley, J. M., Messick, D. M.,ve Tyler, T. R. (2001). Social influences on ethical behavior in organizations. Psychology Press.
  • Deutsch, M. ve Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. The Journal of Abnormal and Social Psychology, 51(3), 629–636.https://doi.org/10.1037/h0046408
  • Feinman, S. (Ed.). (2013). Social referencing and the social construction of reality in infancy. Springer Science & Business Media.
  • Fidan, H. C. (20 Ağustos 2019) Sosyal Medyanın Türkiye’deki Geleceği 2019-2020 Raporu Yayında [Weblog]. Erişim: https://pazarlamasyon.com/sosyal-medyanin-turkiyedeki-gelecegi-2019-2020-raporu-yayinda/
  • Goodwin, C. (1987). A social influence theory of consumer cooperation. ACR North American Advances. 14(1), ss. 378-381
  • Gottfried, Jeffrey, and Elisa Shearer (2016). News Use across Social Media Platforms 2016,Pew Research Center, Erişim 26.05.2020 http://www.journalism.org/2016/05/26/news-use-across-social-media-platforms-2016/
  • Heinzen, T. ve Goodfriend, W. (2018). Social psychology, Sage Publication
  • Hu, X., Chen, X., ve Davison, R. M. (2019). Social support, source credibility, social influence, and impulsive purchase behavior in social commerce. International Journal of Electronic Commerce, 23(3), ss. 297-327.
  • Humphreys, A., ve Carpenter, G. S. (2018). Status games: Market driving through social influence in the US wine industry.Journal of Marketing, 82(5), 141-159.
  • Izuma, K. (2017). The neural bases of social influence on valuation and behavior. In Decision Neuroscience (pp. 199-209). Academic Press. [Abstract].
  • Jahoda, M. (1956). Psychological issues in civil liberties. American Psychologist, 11(5), 234–240. https://doi-org.lproxy.yeditepe.edu.tr/10.1037/h0044174
  • Kahle, L. R., ve Valette-Florence, P. (2012). Marketplace lifestyles in an age of social media: Theory and methods. ME Sharpe.
  • Kamiloğlu, F. (2004) Halkla ilişkilerde araştırma ölçümlemenin önemi ve araştırma alanları uygulanırlığı (Yayımlanmamış yüksek lisans tezi). İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü, Halkla İlişkiler ve Tanıtım Anabilim Dalı, İstanbul
  • Keller, E., ve Berry, J. (2003). The influentials: One American in ten tells the other nine how to vote, where to eat, and what to buy. Simon and Schuster.
  • Kelman, H. C. (1958). Compliance, identification, and internalization three processes of attitude change. Journal of conflict resolution, 2(1), 51-60.
  • Kelman, H. C. (2006). Interests, relationships, identities: Three central issues for individuals and groups in negotiating their social environment. Annu. Rev. Psychology., 57, ss. 1-26
  • Kelman, H. C., ve Fisher, R. J. (Ed). (2016). Herbert C. Kelman: A pioneer in the social psychology of conflict analysis and resolution. Springer International Publishing.
  • Kwahk, K. Y., ve Ge, X. (2012, January). The effects of social media on e-commerce: A perspective of social impact theory. In 2012 45th Hawaii international conference on system sciences(ss. 1814-1823). IEEE.
  • Latané, B. (1981). The psychology of social impact. American Psychologist, 36(4), 343–356. https://doi-org.lproxy.yeditepe.edu.tr/10.1037/0003-066X.36.4.343.
  • Lee, J. S. (2017). The impact of celebrity endorser attachment and endorser-product match-up on credibility, attitude, and purchase intent (Doktora Tezi, University of Alabama Libraries). Erişim: 1 Temmuz 2020, https://search.proquest.com/openview/ac4db23338a06821f523ce6d2dd33b7c/1?pq-origsite=gscholar&cbl=18750&diss=y
  • Leet-Pellegrini, H., ve Rubin, J. Z. (1974). The effects of six bases of power upon compliance, identification, and internalization. Bulletin of the Psychonomic Society, 3(1), ss.68-70.
  • Lytras, M. D., Carroll, J. M., Damiani, E., Tennyson, R. D., Avison, D., Vossen, G., ve De Pablos, P. O. (Ed.). (2008). The open knowledge society: a computer science and information systems manifesto (Vol. 19). Springer Science & Business Media.
  • Nurhandayani, A., Syarief, R., ve Najib, M. (2019). The Impact of Social Media Influencer and Brand Images to Purchase Intention. Jurnal Aplikasi Manajemen, 17(4).
  • Özen, Y. ve Gül, A. G. (2007). Sosyal ve eğitim bilimleri araştirmalarinda evren-örneklem sorunu. Atatürk Üniversitesi Kazım Karabekir Eğitim Fakültesi Dergisi, (15), ss. 394-422.
  • Price, V. ve Oshagan, H. (1995). H. Glasser, T. L.ve Salmon, C. T. (Eds.) İçinde. Public opinion and the communication of consent. Guilford Press.
  • Raven, B. H. (1965). Social influence and power. I.D. Steiner ve M. Fishbein (Editör) içinde , Current studies in social psychology (ss. 371–382). Holt
  • Razorfish (Temmuz 2009.) Employee Social Influence Marketing Guidelines Razorfish Employee Social Influence Marketing Guideline. http://fluent.razorfish.com.
  • Sharma, M. ve Kalra, D. (2011). An empirical study of online social influence marketing with reference to customer's product purchase decision and product recommendation. Indian Journal of Marketing, 41(8), ss. 68-77.
  • Singh, S. ve Diamond, S. (2014). Social media marketing for dummies. John Wiley & Sons.
  • Singhal, A., Cody, M. J., Rogers, E. M., ve Sabido, M. (2003). Entertainment-education and social change: History, research, and practice. Routledge
  • Stamatis, D. H. (2001). Six sigma and beyond: Foundations of excellent performance. CRC Press.
  • Stiff, J. B., ve Mongeau, P. A. (2016). Persuasive communication. Guilford Publications.
  • Tedeschi, J. T. (2017). Social power and political influence. Routledge.
  • Waller, T. (2020). Personal brand management. management for professionals. Springer.
  • Xue, F. (2019). Facebook news feed ads: a social impact theory perspective. Journal of Research in Interactive Marketing. https://www.emerald.com/insight/content/doi/10.1108/JRIM-10-2018-0125/full/html
  • Yıldız, M. (2016). Sosyal Etki Süreçlerinin ‘Tehlikeli Oyun: Dalga’Filmi Bağlamında Değerlendirilmesi. Zeitschrift für die Welt der Türken/Journal of World of Turks, 8(1), ss. 41-65.
  • Zimbardo, P. G., ve Leippe, M. R. (1991). McGraw-Hill series in social psychology.The psychology of attitude change and social influence. Mcgraw-Hill Book Company. [Abstract].
There are 43 citations in total.

Details

Primary Language Turkish
Subjects Finance
Journal Section Articles
Authors

Duygu Aydın Aslaner 0000-0003-1924-1472

Gülşah Aydın 0000-0003-1907-8302

Publication Date January 8, 2021
Acceptance Date October 6, 2020
Published in Issue Year 2021 Issue: 42

Cite

APA Aydın Aslaner, D., & Aydın, G. (2021). DİJİTALİ YENİDEN OKUMAK: SOSYAL ETKİ PAZARLAMASI VE INFLUENCERLER. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(42), 30-43. https://doi.org/10.30794/pausbed.795144
AMA Aydın Aslaner D, Aydın G. DİJİTALİ YENİDEN OKUMAK: SOSYAL ETKİ PAZARLAMASI VE INFLUENCERLER. PAUSBED. January 2021;(42):30-43. doi:10.30794/pausbed.795144
Chicago Aydın Aslaner, Duygu, and Gülşah Aydın. “DİJİTALİ YENİDEN OKUMAK: SOSYAL ETKİ PAZARLAMASI VE INFLUENCERLER”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 42 (January 2021): 30-43. https://doi.org/10.30794/pausbed.795144.
EndNote Aydın Aslaner D, Aydın G (January 1, 2021) DİJİTALİ YENİDEN OKUMAK: SOSYAL ETKİ PAZARLAMASI VE INFLUENCERLER. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 42 30–43.
IEEE D. Aydın Aslaner and G. Aydın, “DİJİTALİ YENİDEN OKUMAK: SOSYAL ETKİ PAZARLAMASI VE INFLUENCERLER”, PAUSBED, no. 42, pp. 30–43, January 2021, doi: 10.30794/pausbed.795144.
ISNAD Aydın Aslaner, Duygu - Aydın, Gülşah. “DİJİTALİ YENİDEN OKUMAK: SOSYAL ETKİ PAZARLAMASI VE INFLUENCERLER”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 42 (January 2021), 30-43. https://doi.org/10.30794/pausbed.795144.
JAMA Aydın Aslaner D, Aydın G. DİJİTALİ YENİDEN OKUMAK: SOSYAL ETKİ PAZARLAMASI VE INFLUENCERLER. PAUSBED. 2021;:30–43.
MLA Aydın Aslaner, Duygu and Gülşah Aydın. “DİJİTALİ YENİDEN OKUMAK: SOSYAL ETKİ PAZARLAMASI VE INFLUENCERLER”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 42, 2021, pp. 30-43, doi:10.30794/pausbed.795144.
Vancouver Aydın Aslaner D, Aydın G. DİJİTALİ YENİDEN OKUMAK: SOSYAL ETKİ PAZARLAMASI VE INFLUENCERLER. PAUSBED. 2021(42):30-43.