The Influencers and the Adoption of New Products: Model for the Influencer Marketing

Abstract

The current study aims to understand the role of social media influencers in the adoption of new products within Algerian society, utilizing Rogers' Diffusion of Innovations model as a framework. This research is a descriptive and analytical study based on a positivist approach. It employed a social survey methodology with a sample-based approach and used an electronic questionnaire as a data collection tool. The field study was conducted from February to June 2023. Due to the broad scope of the study population, the researcher adopted a simple random sampling technique, with the sample size determined using Richard Geiger’s formula, resulting in a representative sample of 384 participants. The study uncovered a shift in the traditional two-step communication process. Previously, the media was the primary source of information, but now the source is often the end-user, who interacts directly with influencers possessing specific traits. These include attractiveness, characterized by a stylish appearance, a cheerful personality spreading positivity, and a pleasant demeanor. Credibility ranks second, embodied in good reputation, clarity of character and opinions, accurate information sharing, and high ethical standards. Expertise follows, demonstrated by correct pronunciation of product names, experimenting with various usage methods, adequate knowledge of the product, and effectively showcasing its use. Interestingly, the study noted that in some cases, followers transform from being mere recipients to active participants, taking on the role of influencers themselves. This shift alters the dynamics of the communication process, turning the receiver into the source. Key motivations for following influencers include the constant stream of posts, the desire to acquire new products, entertainment, and learning from others’ experiences with the products and their features. For some, it’s merely a habit driven by curiosity or a purpose such as online shopping. However, awareness about potential misuse of products remains limited, and societal culture and social status do not necessarily compel individuals to follow influencers. From an academic perspective, this research demonstrated how the digital era has reshaped the process of adopting innovations and new products. Rogers' traditional stages of adoption—awareness, interest, evaluation, trial, and adoption—have undergone significant changes. Evaluation now takes precedence, driven by the trust individuals place in influencers, eliminating the need to independently gather product information. Consumers often move directly to contacting influencers’ pages or the official company page to adopt the product, which represents the second stage. The third stage, interest, involves tracking the product’s effectiveness through ongoing influencer updates, although consumers may already have purchased the product and are waiting for influencers to demonstrate its use. This provides a sense of equivalence with the influencer, serving as a form of self-validation. The fourth stage, trial, occurs when consumers experiment with the product, having already been influenced by their preferred influencers. This phase is informed by a combination of influencer-provided guidance and visual demonstrations. Finally, the awareness stage emerges as consumers fully understand the product, its components, and usage, along with brand awareness. This leads to product adoption and, potentially, brand loyalty. The process then transitions into spreading the product to new audiences, completing the cycle. The following figure summarizes these stages.

Keywords

• Influencer marketing
• Adoption of new products
• Rogers' Diffusion of Innovations Model
• Model for Influencer Marketing
• Algerian consumers

Influencerlar ve Yeni Ürünlerin Benimsenmesi: Influencer Pazarlama Modeli

Abstract

Bu çalışma, Rogers'ın Yeniliklerin Yayılımı modelini bir çerçeve olarak kullanarak, Cezayir toplumunda yeni ürünlerin benimsenmesinde sosyal medya fenomenlerinin rolünü anlamayı amaçlamaktadır. Bu araştırma, pozitivist bir yaklaşıma dayanan tanımlayıcı ve analitik bir çalışmadır. Örneklem temelli bir yaklaşımla sosyal anket metodolojisi kullanılmış ve veri toplama aracı olarak elektronik bir anket kullanılmıştır. Saha çalışması Şubat-Haziran 2023 tarihleri arasında gerçekleştirilmiştir. Çalışma evreninin geniş kapsamı nedeniyle araştırmacı basit tesadüfi örnekleme tekniğini benimsemiş, örneklem büyüklüğü Richard Geiger'ın formülü kullanılarak belirlenmiş ve 384 katılımcıdan oluşan temsili bir örneklem elde edilmiştir. Çalışma, geleneksel iki aşamalı iletişim sürecinde bir değişim olduğunu ortaya koymuştur. Daha önce medya birincil bilgi kaynağıydı, ancak şimdi kaynak genellikle belirli özelliklere sahip etkileyicilerle doğrudan etkileşime giren son kullanıcıdır. Bunlar arasında şık bir görünüm, pozitiflik yayan neşeli bir kişilik ve hoş bir tavır ile karakterize edilen çekicilik yer almaktadır. Güvenilirlik ikinci sırada yer alır ve iyi bir itibar, karakter ve görüşlerin netliği, doğru bilgi paylaşımı ve yüksek etik standartlarla somutlaşır. Ürün isimlerinin doğru telaffuz edilmesi, çeşitli kullanım yöntemlerinin denenmesi, ürün hakkında yeterli bilgi sahibi olunması ve kullanımının etkin bir şekilde sergilenmesi ile ortaya konan uzmanlık bu sırayı takip etmektedir. İlginç bir şekilde, çalışma bazı durumlarda takipçilerin sadece alıcı olmaktan çıkıp aktif katılımcılara dönüştüğünü ve bizzat influencer rolünü üstlendiklerini belirtmiştir. Bu değişim, iletişim sürecinin dinamiklerini değiştirerek alıcıyı kaynağa dönüştürmektedir. Etkileyicileri takip etmenin temel motivasyonları arasında sürekli paylaşım akışı, yeni ürünler edinme arzusu, eğlence ve başkalarının ürünler ve özellikleriyle ilgili deneyimlerinden bir şeyler öğrenme yer alıyor. Bazıları için bu sadece meraktan kaynaklanan bir alışkanlık ya da online alışveriş gibi bir amaçtır. Bununla birlikte, ürünlerin potansiyel kötüye kullanımına ilişkin farkındalık sınırlı kalmakta ve toplumsal kültür ve sosyal statü bireyleri influencer'ları takip etmeye zorlamamaktadır. Akademik bir perspektiften bakıldığında, bu araştırma dijital çağın yenilikleri ve yeni ürünleri benimseme sürecini nasıl yeniden şekillendirdiğini ortaya koymuştur. Rogers'ın geleneksel benimseme aşamaları -farkındalık, ilgi, değerlendirme, deneme ve benimseme- önemli değişikliklere uğramıştır. Bireylerin influencer'lara duyduğu güvenin etkisiyle değerlendirme artık öncelikli hale geldi ve ürün hakkında bağımsız olarak bilgi toplama ihtiyacını ortadan kaldırdı. Tüketiciler genellikle ürünü benimsemek için doğrudan influencer'ların sayfalarına ya da resmi şirket sayfasına başvuruyor ki bu da ikinci aşamayı temsil ediyor. Üçüncü aşama olan ilgi, tüketiciler ürünü çoktan satın almış ve influencer'ların kullanımını göstermesini bekliyor olsalar da, devam eden influencer güncellemeleri yoluyla ürünün etkinliğini izlemeyi içerir. Bu, influencer ile bir denklik duygusu sağlayarak bir tür kendini doğrulama işlevi görür. Dördüncü aşama olan deneme aşaması, tüketiciler tercih ettikleri influencer'lardan etkilenmiş olarak ürünü denediklerinde gerçekleşir. Bu aşama, influencer tarafından sağlanan rehberlik ve görsel gösterimlerin bir kombinasyonu ile bilgilendirilir. Son olarak, tüketiciler ürünü, bileşenlerini ve kullanımını tam olarak anladıkça ve marka farkındalığı arttıkça farkındalık aşaması ortaya çıkar. Bu da ürünün benimsenmesine ve potansiyel olarak marka sadakatine yol açar. Süreç daha sonra ürünün yeni kitlelere yayılmasına dönüşerek döngüyü tamamlar. Aşağıdaki şekil bu aşamaları özetlemektedir.

Keywords

• influencer pazarlaması
• yeni ürünlerin benimsenmesi
• Rogers'ın Yeniliklerin Yayılması Modeli
• Influencer Pazarlama Modeli
• Cezayirli tüketiciler

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