Research Article
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NÜFUZLU PAZARLAMA YOLUYLA YAPILAN REKLAMLARA KARŞI TÜKETİCİ ŞÜPHECİLİĞİ: Y KUŞAĞI ÜZERİNDE KEŞİFSEL BİR ARAŞTIRMA

Year 2018, Volume: 7 Issue: 2, 98 - 121, 30.01.2019

Abstract

Sosyal medyada kitleleri
etkileyebilme potansiyeli oldukça yüksek olan kişiler tarafından bir ürün ya da
marka onayının verilmesi, bir diğer adıyla nüfuzlu pazarlama yoluyla reklam faaliyetinin
gerçekleştirilmesi; firmaların tüketici zihninde kendilerini konumlandırması ve
tüketicilerde olumlu duygu yaratması adına oldukça önemlidir. Ek olarak;
nüfuslu pazarlama yoluyla reklam yapan firmalar; tüketiciyle marka arasında samimi
ve duygusal bir bağ kurabilmekte, ürüne karşı ilgilenim düzeyini
arttırabilmekte ve reklamın tüketiciler tarafından akılda kalıcı olmasını
sağlayabilmektedir. Öte yandan, bahsi geçen bu faydaların var olabilmesi için
firma tarafından yararlanılan nüfuzlu pazarlama yoluyla gerçekleştirilen reklam
faaliyetinin tüketicilerce inanılır bulunması oldukça önemlidir.  Nitekim tüketicilerce şüpheyle yaklaşılan
nüfuzlu pazarlama ile yapılan reklam faaliyeti ile firmanın imajı olumsuz yönde
etkilenebilir ve ürün alımı ciddi anlamda azalabilir. Bu sebeple, özellikle Y
kuşağının (sosyal medyayı en aktif şekilde kullanan segment olması sebebiyle)
nüfuzlu pazarlama ile yapılan reklam faaliyetinde yer alan hangi unsurlara
karşı şüpheyle yaklaştığını ortaya koymak ve söz konusu unsurlara ilişkin
eksiklikleri gidermek firma için oldukça elzemdir. Bu çalışma, yukarıda bahsi
geçen durumun önemine binaen, Y kuşağının sosyal medyada yapılan nüfuzlu
pazarlama aracılığıyla gerçekleştirilen reklam faaliyetlerine karşı şüphecilik
tutumunu keşfetmeye yönelik olarak yapılmıştır. Bu amaç doğrultusunda yapılan çalışmadan
elde edilen sonuca göre;  Y kuşağının,
sosyal medyada nüfuzlu olarak nitelendirilen kişiler tarafından yapılan
reklamlara karşı, kısmen inançsızlık, itimatsızlık ve hoşnutsuzluk tutumu
içerisine girdiği ve reklamlarda yer alan ürün bilgileri konusunda yanlış
bilgilendirildiklerini düşündükleri ifade edilebilir.

References

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  • Berger, Jonah ve Keller Fay Group (2016), “Research shows micro-influencers have more impact than average consumer” http://go2.experticity.com/rs/288-azs-731/images/experticity-kellerfaysurveysummary_.pd, (Erişim:18.12.2017)
  • Braatz, Leymon A., (2017), “Influencer Marketıng On Instagram- Consumer Responses Towards Promotıonal Posts: The Effects Of Message Sıdedness And Product Depıctıon”. Yüksek Lisans Tezi, Unıversity Of Twente.
  • Brown, Duncan ve Nick Hayes, (2015), Influencer Marketing: Who Really İnfluences Your Customers?, Amsterdam, Netherland: Elsevier/Butterworth-Heinemann.
  • Cortsen, Kenneth (2013), “Annika Sorenstram – A Hybrid Personal Sports Brand. Sport”, Business and Management, 3 (1), 37 - 62.
  • Darke, Peter R. ve Robin J. Ritchie (2007), “The Defensive Consumer: Advertising Deception, Defensive Processing, And Distrust”, Journal of Marketing Research, 44(1), 114-127.
  • Darley, William K. ve Robert E. Smith, (1993), “Advertising Claim Objectivity: Antecedents And Effect”, Journal of Marketing, 57(4), 100–113.
  • Ehrlich, Ally (2013), “The Age Of İnfluencers: How To Engage İnfluencers To Amplify Your PR Program”, http://newsroom.businesswire.com/news/age-influencers-how-engageinfluencers-amplify-your-pr-program, (Erişim:08.01.2018)
  • Ford, Gary T., Darlene B. Smıth ve John L. Swasy (1990), “Consumer Skepticism Of Advertising Claims: Testing Hypotheses From Economics Of İnformation”, Journal of Consumer Research, 16(4), 433–441.
  • Gill, James D., Sanford Grossbart ve Russell N. Laczniak (1988), “In uence of involvement, commitment and familiarity on brand beliefs and attitudes of viewers exposed to alternative ad claim strategie”, Journal of Advertising, 17(2), 33–43.
  • Hanna, Richard, Andrew Rohma veVictoria L.Crittenden (2011), “We’re All Connected: The Power Of The Social Media Ecosystem”, Business Horizons, 54(3), 265–273.
  • Holbrook, Morris B. (1978), “Beyond Attitude Structure: Toward The İnformational Determinants Of Attitude”, Journal of Marketing Research, 15(4) 545–556.
  • “Influencer Marketing: When is the right time to start?”, 21.08.2017, https://webfluential.com/img/_public/downloads/webfluential_influencer_marketing_steps_infographic.pdf, (Erişim:26.12.2017).
  • Jackson, Dominique (2018), “The 6 Most Effective Types of Social Media Advertising in 2018”, https://sproutsocial.com/insights/influencer-marketing/, (Erişim:29.05.2018).
  • Johansen, Ida Kristin, ve Camilla Sveberg Guldvik (2017), “Influencer Marketing and Purchase Intentions: How does influencer marketing affect purchase intentions?”, Yüksek Lisans Tezi, Marketing and Brand Management, Norwegian School of Economics.
  • Jolly, Warren (2018), “The 6 Most Effective Types of Social Media Advertising in 2018”, https://www.bigcommerce.com/blog/social-media-advertising/, (Erişim:29.05.2018).
  • Kelman, Herbert C. (1961), “Process of Opinion Change”, Public Opinion Quarterly, 25(1), 58 - 78.
  • Kemp, Simon (2018), “Digital in 2018 Global Overview”, https://wearesocial.com/blog/2018/04/social-media-use-jumps-in-q1-despite-privacy-fears, (Erişim:29.05.2018).
  • Kemp, Simon (2017), “Digital in 2017:Global Overview”, https://wearesocial.com/special-reports/digital-in-2017-global-overview, (Erişim:24.12.2017).
  • Lu, Long-Chuan, Wen-Pin Chang ve Hsiu-HuaChang (2014), “Consumer Attitudes Toward Blogger’s Sponsored Recommendations And Purchase İntention: The Effect Of Sponsorship Type, Product Type, And Brand Awarenes” Computers in Human Behavior, 34(1), 258-266.
  • McKnight, D. Harrison ve Norman L. Chervany (2002), “What Trust Means İn E-Commercemcustomer Relationships: An İnterdisciplinary Conceptual Typology”, International Journal of Electronic Commerce, 6(2), 35-60.
  • Mitchell Andrew A. ve Jerry C. Olson (1977), “Cognitive effects and advertising repetition”, Advances in Consumer Research, 4(1), 213–219.
  • Nielsen (2015), “Global Trust in Advertising Survey: Winning Strategies for an Evolving Media Landscape”, https://www.nielsen.com/content/dam/nielsenglobal/apac/docs/reports/2015/nielsen-global-trust-inadvertising- report-september-2015.pdf, (Erişim: 13.12.2017)
  • Nielsen Catalina Solutions ve Tapinfluence (2016), “Sales effect study: Influencer marketing”, http://page:tapinfluence.com/hubfs/Nielsen_WhiteWave_Study/1009__Nielsen_Study_Case_Study.pdf?submissionGuid=3835e616-2729-4f22-b6fe-30e819e8c5bb, (Erişim: 13.12.2017).
  • Obermiller, Carl ve Eric R. Spangenberg (1998), “Development of a Scale to Measure Consumer Skepticism Toward Advertising”, Journal Of Consumer Psychology, 7(2), 159-186
  • Obermiller, Carl ve Eric R. Spangenberg (2000), “On The Origin And Distinctness Of Skepticism Toward Advertising”, Marketing Letters, 11(4), 311-322.
  • Obermiller, Carl, Eric R. Spangenberg ve D.L.MacLachlan (2005), "Ad Skepticism: The Consequences Of Disbelief", Journal of Advertising, 34(3), 7-17.
  • Snijders, Richard, ve Remko Helms (2014), “Analyzing Social Influence through Social Media: A Structured Literature Review”, 7th IADIS International Conference on Information Systems, Madrid, İspanya, 28 Şubat – 2 Mart, 2014. New York, NY: Curran Associates, 3-10.
  • Tan, Soo J. (2002), “Can Consumers' Scepticism Be Mitigated By Claim Objectivity And Claim Extremity?”, Journal of Marketing Communications, 8(1), 45–64.
  • Taprial, Varinder ve Priya Kanwar (2012), “Understanding Social Media”, http://www.carmichaelcentre.ie/sites/default/files/understanding-social media_0_0.pdf, (Erişim: 29.05.2018)
  • Vanhamme, Joëlle ve Bas Grobben (2009), “Too Good to be True! The Effectiveness of CSR History in Countering Negative Publicity", Journal of Business Ethics, 85(2), 273-283.
  • Veissi, Iman (2017), “Influencer Marketing on Instagram”, Yüksek Lisans Tezi, International Business, University of Applied Sciences, Haaga Helia University.
  • Woods, Steven (2016), “#Sponsored: The Emergence of Influencer Marketing”, Yüksek Lisans Tezi,
Year 2018, Volume: 7 Issue: 2, 98 - 121, 30.01.2019

Abstract

References

  • Anger, Isabel ve Christian Kittl (2011), “Measuring Influence on Twitter”, 11th International Conference on Knowledge Management and Knowledge Technologies, IKNOW ’11, Graz, Austria, 7-9 September 2011. New York, NY: ACM 31-34.
  • Berger, Jonah ve Keller Fay Group (2016), “Research shows micro-influencers have more impact than average consumer” http://go2.experticity.com/rs/288-azs-731/images/experticity-kellerfaysurveysummary_.pd, (Erişim:18.12.2017)
  • Braatz, Leymon A., (2017), “Influencer Marketıng On Instagram- Consumer Responses Towards Promotıonal Posts: The Effects Of Message Sıdedness And Product Depıctıon”. Yüksek Lisans Tezi, Unıversity Of Twente.
  • Brown, Duncan ve Nick Hayes, (2015), Influencer Marketing: Who Really İnfluences Your Customers?, Amsterdam, Netherland: Elsevier/Butterworth-Heinemann.
  • Cortsen, Kenneth (2013), “Annika Sorenstram – A Hybrid Personal Sports Brand. Sport”, Business and Management, 3 (1), 37 - 62.
  • Darke, Peter R. ve Robin J. Ritchie (2007), “The Defensive Consumer: Advertising Deception, Defensive Processing, And Distrust”, Journal of Marketing Research, 44(1), 114-127.
  • Darley, William K. ve Robert E. Smith, (1993), “Advertising Claim Objectivity: Antecedents And Effect”, Journal of Marketing, 57(4), 100–113.
  • Ehrlich, Ally (2013), “The Age Of İnfluencers: How To Engage İnfluencers To Amplify Your PR Program”, http://newsroom.businesswire.com/news/age-influencers-how-engageinfluencers-amplify-your-pr-program, (Erişim:08.01.2018)
  • Ford, Gary T., Darlene B. Smıth ve John L. Swasy (1990), “Consumer Skepticism Of Advertising Claims: Testing Hypotheses From Economics Of İnformation”, Journal of Consumer Research, 16(4), 433–441.
  • Gill, James D., Sanford Grossbart ve Russell N. Laczniak (1988), “In uence of involvement, commitment and familiarity on brand beliefs and attitudes of viewers exposed to alternative ad claim strategie”, Journal of Advertising, 17(2), 33–43.
  • Hanna, Richard, Andrew Rohma veVictoria L.Crittenden (2011), “We’re All Connected: The Power Of The Social Media Ecosystem”, Business Horizons, 54(3), 265–273.
  • Holbrook, Morris B. (1978), “Beyond Attitude Structure: Toward The İnformational Determinants Of Attitude”, Journal of Marketing Research, 15(4) 545–556.
  • “Influencer Marketing: When is the right time to start?”, 21.08.2017, https://webfluential.com/img/_public/downloads/webfluential_influencer_marketing_steps_infographic.pdf, (Erişim:26.12.2017).
  • Jackson, Dominique (2018), “The 6 Most Effective Types of Social Media Advertising in 2018”, https://sproutsocial.com/insights/influencer-marketing/, (Erişim:29.05.2018).
  • Johansen, Ida Kristin, ve Camilla Sveberg Guldvik (2017), “Influencer Marketing and Purchase Intentions: How does influencer marketing affect purchase intentions?”, Yüksek Lisans Tezi, Marketing and Brand Management, Norwegian School of Economics.
  • Jolly, Warren (2018), “The 6 Most Effective Types of Social Media Advertising in 2018”, https://www.bigcommerce.com/blog/social-media-advertising/, (Erişim:29.05.2018).
  • Kelman, Herbert C. (1961), “Process of Opinion Change”, Public Opinion Quarterly, 25(1), 58 - 78.
  • Kemp, Simon (2018), “Digital in 2018 Global Overview”, https://wearesocial.com/blog/2018/04/social-media-use-jumps-in-q1-despite-privacy-fears, (Erişim:29.05.2018).
  • Kemp, Simon (2017), “Digital in 2017:Global Overview”, https://wearesocial.com/special-reports/digital-in-2017-global-overview, (Erişim:24.12.2017).
  • Lu, Long-Chuan, Wen-Pin Chang ve Hsiu-HuaChang (2014), “Consumer Attitudes Toward Blogger’s Sponsored Recommendations And Purchase İntention: The Effect Of Sponsorship Type, Product Type, And Brand Awarenes” Computers in Human Behavior, 34(1), 258-266.
  • McKnight, D. Harrison ve Norman L. Chervany (2002), “What Trust Means İn E-Commercemcustomer Relationships: An İnterdisciplinary Conceptual Typology”, International Journal of Electronic Commerce, 6(2), 35-60.
  • Mitchell Andrew A. ve Jerry C. Olson (1977), “Cognitive effects and advertising repetition”, Advances in Consumer Research, 4(1), 213–219.
  • Nielsen (2015), “Global Trust in Advertising Survey: Winning Strategies for an Evolving Media Landscape”, https://www.nielsen.com/content/dam/nielsenglobal/apac/docs/reports/2015/nielsen-global-trust-inadvertising- report-september-2015.pdf, (Erişim: 13.12.2017)
  • Nielsen Catalina Solutions ve Tapinfluence (2016), “Sales effect study: Influencer marketing”, http://page:tapinfluence.com/hubfs/Nielsen_WhiteWave_Study/1009__Nielsen_Study_Case_Study.pdf?submissionGuid=3835e616-2729-4f22-b6fe-30e819e8c5bb, (Erişim: 13.12.2017).
  • Obermiller, Carl ve Eric R. Spangenberg (1998), “Development of a Scale to Measure Consumer Skepticism Toward Advertising”, Journal Of Consumer Psychology, 7(2), 159-186
  • Obermiller, Carl ve Eric R. Spangenberg (2000), “On The Origin And Distinctness Of Skepticism Toward Advertising”, Marketing Letters, 11(4), 311-322.
  • Obermiller, Carl, Eric R. Spangenberg ve D.L.MacLachlan (2005), "Ad Skepticism: The Consequences Of Disbelief", Journal of Advertising, 34(3), 7-17.
  • Snijders, Richard, ve Remko Helms (2014), “Analyzing Social Influence through Social Media: A Structured Literature Review”, 7th IADIS International Conference on Information Systems, Madrid, İspanya, 28 Şubat – 2 Mart, 2014. New York, NY: Curran Associates, 3-10.
  • Tan, Soo J. (2002), “Can Consumers' Scepticism Be Mitigated By Claim Objectivity And Claim Extremity?”, Journal of Marketing Communications, 8(1), 45–64.
  • Taprial, Varinder ve Priya Kanwar (2012), “Understanding Social Media”, http://www.carmichaelcentre.ie/sites/default/files/understanding-social media_0_0.pdf, (Erişim: 29.05.2018)
  • Vanhamme, Joëlle ve Bas Grobben (2009), “Too Good to be True! The Effectiveness of CSR History in Countering Negative Publicity", Journal of Business Ethics, 85(2), 273-283.
  • Veissi, Iman (2017), “Influencer Marketing on Instagram”, Yüksek Lisans Tezi, International Business, University of Applied Sciences, Haaga Helia University.
  • Woods, Steven (2016), “#Sponsored: The Emergence of Influencer Marketing”, Yüksek Lisans Tezi,
There are 33 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Dilaysu Çınar 0000-0002-5306-9031

Publication Date January 30, 2019
Submission Date September 9, 2018
Published in Issue Year 2018 Volume: 7 Issue: 2

Cite

APA Çınar, D. (2019). NÜFUZLU PAZARLAMA YOLUYLA YAPILAN REKLAMLARA KARŞI TÜKETİCİ ŞÜPHECİLİĞİ: Y KUŞAĞI ÜZERİNDE KEŞİFSEL BİR ARAŞTIRMA. Trakya Üniversitesi İktisadi Ve İdari Bilimler Fakültesi E-Dergi, 7(2), 98-121.

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