EFFECTS OF VISUAL AND VERBAL SHARINGS OF INSTAGRAM INFLUENCERS ON BRAND SWITCHING, BRAND ATTITUDE AND ELECTRONIC WORD-OF-MOUTH

Year 2019, Issue: 25, 179 - 198, 25.10.2019

Emel Yıldız , İbrahim Avcı

https://doi.org/10.18092/ulikidince.552765

Cited By: 4

Abstract

In this study, it is aimed to
determine the effects of the visual and verbal contents of the Instagram
influencers in relation to any brand, on brand switching, brand attitude and
the intention of electronic word of mouth marketing. The research sample was
identified as Instagram users between the ages of 18 and 38, known as the Y Generation.
An online questionnaire form was applied to 520 participants between 15.11.2018
and 22.11.2018. However, 484 questionnaires were included in the analysis
because some participants did not use Instagram and some questionnaires were
incomplete and incorrect. The obtained data were analyzed with SPSS 21 and
Structural Equation Model (AMOS 24) and it was concluded that  the visual contents sharing of Instagram
influencers had positive effect on brand attitude, brand switching and electronic
word of mouth marketing. Vverbal contents had positive effect on brand attitude
and electronic word of mouth marketing but had no significant effect on brand
switching.

İNSTAGRAM FENOMENLERİNİN GÖRSEL VE SÖZEL PAYLAŞIMLARININ MARKA TUTUMU, MARKA DEĞİŞTİRME VE ELEKTRONİK KULAKTAN KULAĞA PAZALA-MA ÜZERİNE ETKİSİ

Abstract

Bu
araştırmada, İnstagram fenomenlerinin her hangi bir marka ile ilgili olarak
yaptıkları paylaşımlardaki görsel ve sözel içeriklerin, marka değiştirme, marka
tutumu ve elektronik kulaktan kulağa pazarlama niyeti üzerindeki etkisini
belirlemek amaçlanmaktadır. Araştırma örneklemi Y Jenerasyonu olarak bilinen
18-38 yaş aralığında yer alan İnstagram kullanıcıları olarak belirlenmiştir.
Araştırma kapsamında oluşturulan anket formu, 15.11.2018 ile 22.11.2018 tarih
aralığında online olarak 520 katılımcıya uygulanmıştır. Ancak bazı
katılımcıların İnstagram kullanmaması ve bazı anketlerin eksik ve hatalı
doldurulması nedeniyle 484 anket analize dahil edilmiştir. Elde edilen veriler
SPSS 21 ve Yapısal Eşitlik Modeli (AMOS 24) ile analiz edilmiş ve İnstagram fenomenlerinin
görsel içerikli paylaşımlarının marka tutumu, marka değiştirme ve elektronik
kulaktan kulağa pazarlama üzerinde olumlu etkisinin olduğu belirlenmiştir. Sözel
içerikli paylaşımların ise marka tutumu ve elektronik kulaktan kulağa pazarlama
üzerinde olumlu etkisi tespit edilirken, marka değiştirme üzerinde anlamlı bir etkisinin
olmadığı sonucuna ulaşılmıştır. 

Keywords

Sosyal Medya, Fenomen Pazarlama, İnstagram, Görsel içerik

References

• Afzal, S., Chandio, A.K., Shaikh, S., Bhand, M., Ghumro B.A ve Khuhro, A.K (2013), Factors Behınd Brand Swıtchıng In Cellular Networks, International Journal of Asian Social Science, 2013, 3(2):299-307Alhabash, S. ve Ma, M., 2017, A Tale of Four Platforms: Motivations and Uses of Facebook, Twitter, Instagram, and Snapchat Among College Students? Social Media + Society January-March 2017: 1-13Alikılıç, İ. ve Özkan, B., 2018, Bir Sosyal Medya Pazarlama Trendi, Hatırlı Pazarlama Ve Etkileyiciler: Instagram Fenomenleri Üzerine Bir Araştırma, Uluslararası Sosyal Bilimler Dergisi, Cilt 1, Sayı 2, ss.43-57Al-Kwifi, O.S ve Ahmed, Z.U (2015), An intellectual journey into the historical evolution of marke-ting research in brand switching behavior – past, present and future, Journal of Manage-ment History Vol. 21 No. 2, 2015 pp. 172-193Arshad, R., Akbar, I., Muqtadir, A., Shafique, U., Zia, H., Naseer, W. ve Amin, S.A (2013), Impact of Brand Switching, Brand Credibility, Customer Satisfaction and Service Quality on Brand Loyalty, IOSR Journal of Business and Management, Volume 1, 12-20Aslam, W. ve Frooghi, R. (2018), Switching Behaviour of Young Adults in Cellular Service Industry: An Empirical Study of Pakistan, Global Business Review 19(3) 1–15Avcılar, M.Y., Demirgüneş, B.K. ve Açar, M.F., 2017, Instagram Reklamlarında Ürün Destekçisi Ola-rak Sosyal Medya Fenomeni Kullanımının Reklama Yönelik Tutum Ve E-Wom Niyetine Etki-lerinin İncelenmesi, Pazarlama ve Pazarlama Araştırmaları Dergisi, Sayı: 21, Ocak 2018, ss. 1-27Aydın, K (2003), Müşterilerin Perakendeci Markalara Karşı Tutumlarının Ölçülmesine İlişkin Bir Ça-lışma, Süleyman Demirel Üniversitesi İktisadi İdari Bilimler Fakültesi dergisi, C.8, S.2, 125-146Bayuk, M.N. ve Aslan, M (2018), Influencer Marketıng (Hatırlı Pazarlama), Akademik Sosyal Araş-tırmalar Dergisi, Yıl: 6, Sayı: 75, Ağustos 2018, s. 173-185Boerman, S.C., Willemsen, L.M., ve Van Der Aa, E.P., 2017, “This Post Is Sponsored” Effects of Sponsorship Disclosure on Persuasion Knowledge and Electronic Word of Mouth in the Context of Facebook, Journal of Interactive Marketing 38 (2017) 82–92Braatz, L.A., 2017, #Influencer Marketıng On Instagram Consumer Responses Towards Promotıonal Posts: The Effects Of Message Sıdedness And Product Depıctıon, Unıversıty Of Twente Master Thesis of Marketing CommunicationsBrorsson, A. & Plotnikova, V., 2017, Choosing the right social media influencer A quasi-experiment to explore the impact of influencers’ different characteristics, Linnaeus University, Mas-ter ThesisBruns, I., 2018, Perceived Authenticity’ and ‘Trust’ in Social Media driven Influencer Marketing and their influence on intentions-to-buy of 18-24-year-olds in Ireland, Master of Business Administration in Marketing at Dublin Business School, Can, L. (2017), Sosyal Medya Pazarlaması Kanalı Olarak Instagram’da Algılanan Sürü Davranışı Ve Satın Alma Niyeti, Uluslararası Akademik Bakış Dergisi, 59, 208-220. Cantallops, A.S. ve Salvi, F. (2014), New consumer behavior: A review of research on eWOM and hotels, International Journal of Hospitality Management 36 (2014) 41– 51Chu, K.K, Allem, J.P, Cruz, T. B ve Unger, J.B (2016), Vaping on Instagram: cloud chasing, hand checks and product placement, Tobacco Control;26:575-578.Çakmak, V. ve Baş, Ü., 2017, Benlik Sunum Aracı Olarak Instagram Kullanımı: Öğrenciler Üzerine Nitel Bir Araştırma, Uluslararası Hakemli İletişim ve Edebiyat Araştırmaları Dergisi Ekim / Kasım / Aralık - Güz Dönemi Sayı: 17, ss.96-118Dangl, V., 2017, Social Media Influencer Marketing An empirical study on brand sponsorships and the effects on credibility of social media influencers in the fitness industry, Johannes Kep-ler Unıversıty, Master of Science General Management, Lin, May 2017Dekker, K. & Reijmersdal, E.A., (2013): Disclosing Celebrity Endorsement ina Television Program to Mitigate Persuasion: How Disclosure Type and Celebrity Credibility Interact,Journal of Promotion Management, 19:2, 224-240 Elli, D.M., 2017, The phenomenon and rise of Influencer Marketing and how it affects customer opinion and helps or damages brands, International Hellenic University, Master of Scien-ce (MSc) in e-Business and Digital marketing, GreeceFeinberg, F.M, Kahn, B.E. ve Mc Alister, L (1992), Market Share Response When Consumers Seek Variety, Journal of Marketing Research Vol. XXIX (May 1992), 227-37Fintikasari, I ve Ardyan, E (2018), Brand Swıtchıng Behavıour In The Generatıon Y: Empırıcal Studıes On Smartphone Users, Jurnal Manajemen Dan Kewırausahaan, Vol. 20, No. 1, March 2018: 23–30Gautam, V. & Kumar, M. (2011), ‘‘An Empirical Investigation of Factors Determining the Consu-mers’ Choice of Mobile Service Providers’’, İşletme Araştırmaları Dergisi, 3 (4), pp. 3-17Ginsberg, K., 2015, Instabranding: Shaping the Personalities of the Top Food Brands on Instagram, The Elon Journal of Undergraduate Research in Communications, Vol. 6, No. 1, Spring 2015, ss.78-91Glucksman, M., 2017, The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink, Elon Journal of Undergraduate Research in Communications, Vol. 8, No. 2, Fall 2017, ss.77-87Gulamali, A ve Persson, J (2017) The Social Media Influencer and Brand Switching. Master Thesis International Marketing & Brand Management, Lund University, School of Economic and Management, İsveçHem, I.K. ve Johansen, C.S., 2017, Influencer Marketing and Purchase Intentions, How does influ-encer marketing affect purchase intentions? Norwegıan School Of Economıcs, Master Thesis in Marketing and Brand Management, BergenHennig-Thurau, T., Gwinner, K.P., Walsh, G. ve Gremler, D.D. (2004), Journal Of Interactıve Mar-ketıng Volume 18 / Number 1, pp 38-52Hobson, R., 2016, The integration of influencer marketing into social media strategies, Masters of Business Administration, The Graduate School of Business University of Cape TownHurt, J.M., 2017, Comparative Content Analysis Regarding Brand Management Through Influencer Marketing, John Carroll University in Partial Fulfillment of the Requirements for the Deg-ree of Master of ArtsHwang, Y. ve Jeong, S.H., 2016, This is a sponsored blog post, but all opinions are my own”: The ef-fects of sponsorship disclosure on responses to sponsored blog posts, Computers in Hu-man BehaviorVolume 62, September 2016, Pages 528-535Jargalsaikhan, T. ve Korotina, A. (2016), Attitudes towards Instagram micro-celebrities and their influence on consumers’ purchasing decisions, Master Thesis in Business Administration, Jönköping University International Business School, İsveçJin, S.A. ve Phua, J., 2014, Following Celebrities’ Tweets About Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Inten-tion, and Social Identification With Celebrities, Journal of Advertising, 43(2), 181–195Jourdan, P., 1999, Creation and Validation of an Advertising Scale Based on the Individual Percep-tion of the Emotional Or Informational Intent of the Advertisement", in NA - Advances in Consumer Research Volume 26, eds. Eric J. Arnould and Linda M. Scott, Provo, UT : Asso-ciation for Consumer Research, Pages: 504-512Kaya, F ve Marangoz, M (2014), Brand attitudes of entrepreneurs as a stakeholder towards a city, Procedia - Social and Behavioral Sciences 150 ( 2014 ) 485 – 493Kim, M ve Lennon, S (2008), The Effects of Visual and Verbal Information on Attitudes and Purcha-se Intentions in Internet Shopping, Psychology & Marketing, Vol. 25(2): 146–178Klemperer, P. (1995), Competition when Consumers have Switching Costs: An Overview with App-lications to Industrial Organization, Macroeconomics, and International Trade, Review of Economic Studies (1995) 62, 515-539Labarbera, P. A., Weingard, P ve Yorkston, E. A. (1998), Matching the message to the mind: Adver-tising imagery and consumer processing styles, Journal of Advertising Research 38(5):29-42Laura, D ve Naida, M.S. (2017), What is the impact of Instagram’s Social Influencers on Consumer Attitude and Purchase Behaviour of lifestyle products of young Belgian women? Master en Sciences de Gestion – Marketing Communications, BelçikaLavoie, K.A., 2015, Instagram and Branding: A Case Study of Dunkin’ Donuts, Elon Journal of Un-dergraduate Research in Communications, Vol. 6, No. 2, Fall 2015, ss.79-90Lim, X.J., Radzol, A.R.M., Cheah, J.H. ve Wong, M.W., 2017, The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude, Asian Journal of Business Research, Volume 7, Issue 2, ss.19-36Liu, S.H., Chou, C.H. ve Liao, H. L. (2015), An exploratory study of product placement in social me-dia", Internet Research, Vol. 25 Issue: 2, pp.300-316Lopez, J.P.M., Redondo, Y.P. ve Olivan, F.J.S. (2006), The impact of customer relationship characte-ristics on customer switching behavior, Managing Service Quality Vol. 16 No. 6, 2006 pp. 556-574Martins, R.C., Hor-Meyll, L.F. ve Ferreira, J.B., 2013, Factors Affecting Mobile Users’ Switching In-tentions: A Comparative Study between the Brazilian and German Markets, BAR, Rio de Janeiro, v. 10, n. 3, art. 1, pp. 239-262,Marwick, A ve Boyd, D. (2011), To See and Be Seen: Celebrity Practice on Twitter, The Internatio-nal Journal of Research into New Media Technologies 17(2) 139–158Messiaen, J., 2017, Influencer Marketıng How The Popularıty Threshold Of Instagram Influencers Impacts Consumer Behavıour: The Moderatıng Role Of Purchase Involvement, Master of Science in Business EconomicsMikhailitchenko, A., Javalgi, R.G., Mikhailitchenko, G. ve Laroche, M. (2009), Cross-cultural adverti-sing communication: Visual imagery, brand familiarity, and brand recall, Journal of Busi-ness Research 62 (2009) 931–938Miles, J, 2013, “ Instagram Power: Build Your Brand and Reach More Customers with the Power of Pictures”, McGraw-Hill, New York.Mitchell, A.A. (1986), The Effect of Verbal and Visual Components of Advertisements on Brand At-titudes and Attitude Toward the Advertisement, Journal Of Consumer Research. Vol. 13. June 1986Nadezda, L. ve Zeina, O., 2017, The Impact Of Influencers On Onlıne Purchase Intent, School of Business, Society & Engineering, Master Thesis in Business Administration, Malardalen UniversityNeal, M., 2017, Instagram Influencers: The Effects of Sponsorship on Follower Engagement With Fitness Instagram Celebrities, Rochester Institute of Technology School of Communication College of Liberal Arts, Master of Science degree in Communication & Media Technolo-gies, December,Nunes, R.H., Ferreira, J.B., Freitas, A.S. ve Ramos, F.L., 2017, The effects of social media opinion le-aders’ recommendations on followers’ intention to buy, Review of Business Management v.20 n.1 jan-mar. 2018 p.57-73Özeltürkay, E.Y., Bozyiğit, S. ve Gülmez, M., 2017, Instagram’dan Alışveriş Yapan Tüketicilerin Satın Alma Davranışları: Keşifsel Bir Çalışma, Marmara Üniversitesi Öneri Dergisi • Cilt 12, Sayı 48, Temmuz 2017, ss. 175-198Percy, L ve Rossiter, J.R (1992), A Model of Brand Awareness and Brand Attitude Advertising Stra-tegies, Psychology & Marketing, Vol. 9(4): 263-274 (July/August 1992)Ping, R.A (1993), The Effects of Satisfaction and Structural Constraints on Retailer Exiting, Voice, Loyalty, Opportunism and Neglect, Journal of Retailing Volume 69, Issue 3, Autumn 1993, Pages 320-352Prakoso, A.S. ve Iskandar, B.P., 2015, The Role Of Instagram Post Type Towards Audıence Enga-gements, Journal Of Busıness And Management Vol. 4, No.7, 2015: 784-795Reijmersdal, E.A., Fransen, M.L., Noort, G.V., Opree, S.J., Vandeberg, L., Reusch, S., Lieshout, F.V. ve Boerman, S.C., 2016, Effects of Disclosing Sponsored Content in Blogs: How the Use of Re-sistance Strategies Mediates Effects on Persuasion, American Behavioral Scientist 2016, Vol. 60(12) 1458–1474Rizwan, M., Akbar, I., Muqtadir, A., Shafique, U., Zia, H., Naseer, W. and Amin, S. A. (2013) Impact of Brand Switching, Brand Credibility, Customer Satisfaction and Service Quality on Brand Loyalty, IOSR Journal of Business and Management, Vol. 1 (special issue), 12-20Sabuncuoğlu, A ve Gülay, G (2014), Sosyal Medyadaki Yeni Kanaat Önderlerinin Birer Reklam Aracı Olarak Kullanımı: Twitter Fenomenleri Üzerine Bir Araştırma, İletişim Kuram ve Araştırma Dergisi - Sayı 38 / Bahar 2014, 1-24.Shah, M.A.R., Husnain, M ve Zubairshah, A. (2018), Factors Affecting Brand Switching Behavior in Telecommunication Industry of Pakistan: A Qualitative Investigation, American Journal of Industrial and Business Management, 2018, 8, 359-372Shaouf, A., Lü, K. ve Li, X (2016), The effect of web advertising visual design on online purchase intention: An examination across gender, Computers in Human Behavior 60 (2016) 622e634Shin, N., Kim, H., Lim, S. ve Kim, C (2014), The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition, SHS Web of Conferences 12, 0101 (2014)Sudha, M. ve Sheena, K., 2017, Impact of Influencers in Consumer Decision Process: the Fashion Industry. SCMS Journal of Indian Management, July-September 2017, pp.14-30Szczurski, M.M., 2017, Social media influencer- A Lifestyle or a profession of the XXIst century? " , International Journal of Management and Applied Science (IJMAS) , pp. 4-7, Volume-3,Issue-10Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş Temel İlkeler ve LISREL Uygulamaları. An-kara: EkinoxThoumrungroje, A. (2014), The Influence of Social Media Intensity and EWOM on Conspicuous Consumption, Procedia - Social and Behavioral Sciences 148 ( 2014 ) 7 – 15Topal, İ ve Nart, S (2017), Elektronik Ağızdan Ağıza İletişim Davranışlarının Satın Alma Niyeti Üzerine Etkisi: Facebook Örneği, Küresel İktisat ve İşletme Çalışmaları Dergisi, Cilt: 6 Sayı: 12 (127-144)Turanlı, M., Taşpınar Cengiz, P. & Bozkır, Ö. (2012). Faktör analizi ile üniversiteye giriş sınavlarında-ki başarı durumuna göre illerin sıralanması, İstanbul Üniversitesi İktisat Fakültesi Ekono-metri ve İstatistik Dergisi, 17, 45-68Türkiye'de Instagram kullanıcı sayısı 2018, https://gozlemgazetesi.com/HaberDetay/273/1108094/turkiyede-instagram-kullanici-sayisi-2018.html, Erişim Tarihi: (10.12.2019)Uzunoğlu, E ve Kip, S. M. (2014), Brand communication through digital influencers: Leveraging blogger engagement, International Journal of Information Management 34 (2014) 592–602Veirman, M.D., Cauberghe, V. ve Hudders, Liselot., 2017, Marketing through Instagram influen-cers: the impact of number of followers and product divergence on brand attitude, In-ternatıonal Journal Of Advertısıng, Vol. 36, No. 5, 798–828Wally, E. ve Koshy, S., 2014, The Use Of Instagram As A Marketing Tool By Emirati Female Entrep-reneurs: An Exploratory Study, 29th International Business Research Conference, World Business Institute Australia, Australia, pp. 1-19.Yaman, E (2017), Yerel Televizyonlarda Yayınlanan Reklamların Marka Tutumu Oluşturmadaki Etkisi, Yüksek Lisans Tezi, Selçuk Üniversitesi, 2017Yaylagül, Ş., 2017, Sosyal Medya Fenomenlerine Bağlanmışlığın Belirlenmesi: Yükseköğretim Öğ-rencileri Üzerine Bir Uygulama, Adnan Menderes Üniversitesi, Sosyal Bilimler Enstitüsü Dergisi, Cilt: 4, Sayı: 3 (Sf. 219-235)Yurttaş, Ö. U. (2010). Blog’ların Marklar Üzerindeki Gücü. İstanbul Aydın Üniversitesi Dergisi, 2(8), 107- 122.