YENİLİKLERİN YAYILMASI TEORİSİ PERSPEKTİFİNDE SANAL ETKİLEYİCİLERİN TÜKETİCİ KABULÜ: ALGILANAN İNSANSILIĞIN ARACILIK ROLÜ

Abstract

Dijital pazarlamanın yükselen aktörleri arasında yer alan sanal etkileyiciler, markaların tüketiciyle kurduğu iletişimde giderek daha önemli bir rol üstlenmektedir. Bu çalışma, Yeniliklerin Yayılması Teorisi (YYT) perspektifinden hareketle, sanal etkileyicilerin tüketici kabulünü açıklamayı ve özellikle algılanan insansılığın bu süreçteki aracılık rolünü ortaya koymayı amaçlamaktadır. Araştırma verileri, İstanbul’da yaşayan 572 katılımcıdan elde edilmiştir. Çok değişkenli yapılar arasındaki ilişkileri analiz edebilmek amacıyla Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (PLS-SEM) kullanılmış; analizler SmartPLS 4 programı aracılığıyla gerçekleştirilmiştir. Aracı etkilerin test edilmesinde Hayes’in (2013) bootstrap-temelli aracılık prosedürü kullanılmıştır. Araştırma bulgularına göre, tüketiciler samimi buldukları sanal etkileyicileri daha insansı olarak değerlendirmekte; bu insansı algı da olumlu tutumlara ve dolayısıyla satın alma niyetine dönüşmektedir. Çalışma, sanal etkileyici tasarımında insani ve uyarlanabilir özelliklerin önemini vurgulayarak dijital pazarlama literatürüne katkı sağlamaktadır. Teorik bakış açıları antropomorfik ve ilişkilendirilebilir özelliklerin tüketici etkileşimini artırdığını vurgulamaktadır. Pratik çıkarımlar, pazarlamacıların tüketici tutumlarını güçlendirmek ve satın alma niyetlerini teşvik etmek için samimiyeti, uyum sağlama yeteneğini ve insani benzerliği sanal etkileyici stratejilerine entegre etmeleri gerektiğini göstermektedir.

Keywords

• Sanal Etkileyiciler
• Algılanan İnsansılık
• Algılanan Samimiyet
• Yeniliklerin Yayılması Teorisi (YYT)
• Dijital Pazarlama

CONSUMER ACCEPTANCE OF VIRTUAL INFLUENCERS FROM THE PERSPECTIVE OF THE DIFFUSION OF INNOVATIONS THEORY: THE MEDIATING ROLE OF PERCEIVED HUMANNESS

Abstract

Virtual influencers, as emerging actors in digital marketing, increasingly shape brand communication. Grounded in the Diffusion of Innovations Theory (DIT), this study investigates consumer acceptance of virtual influencers and explores the mediating role of perceived humanness in this process. Data were collected from 572 participants residing in Istanbul. The analysis employed Partial Least Squares Structural Equation Modeling (PLSSEM) through SmartPLS 4, while mediation effects were tested using Hayes’s (2013) bootstrap approach. According to research findings, consumers perceive virtual influencers they find sincere as more human-like, and this human-like perception turns into positive attitudes and, consequently, purchase intention. The study contributes to digital marketing literature by highlighting the importance of human-like, adaptable features in the design of virtual influencers. Theoretical insights emphasize that anthropomorphic and relatable attributes enhance consumer engagement. Practical implications suggest that marketers should integrate sincerity, adaptability, and human resemblance into virtual influencer strategies to strengthen consumer attitudes and foster purchase intentions.

Keywords

• Virtual Influencer
• Perceived Humanness
• Perceived Sincerity
• Diffusion of Innovations (DIT)
• Digital Marketing

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