TY  - JOUR
T1  - INFLUENCER PAZARLAMA İLE ÇEVRİMİÇİ DAVRANIŞSAL PAZARLAMANIN MARKA SAVUNUCULUĞU VE SATIN ALMA NİYETİNE ETKİSİ
TT  - THE IMPACT OF INFLUENCER MARKETING AND ONLINE BEHAVIORAL MARKETING ON BRAND ADVOCACY AND PURCHASE INTENTION
AU  - Sağındık, Didem
AU  - Yükselen, Cemal
PY  - 2023
DA  - December
Y2  - 2023
DO  - 10.54439/gupayad.1386555
JF  - Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi
JO  - JCMAR
PB  - Yusuf ÖCEL
WT  - DergiPark
SN  - 2757-7279
SP  - 148
EP  - 177
VL  - 4
IS  - 2
LA  - tr
AB  - Amaç: Bu çalışmanın temel amacı, influencer pazarlama ve çevrimiçi davranışsal pazarlamanın marka bağlılığı ve marka savunuculuğunu nasıl etkilediğini ve bu etkinin satın alma niyeti ile nasıl sonuçlandığını tespit etmektir. Alt amacı ise, dijitalleşme ile değişime uğrayan tüketici tutum ve davranışlarını gözlemlemektir. Gereç ve Yöntem: Araştırmada nicel bir yöntem olan anket yöntemine başvurulmuş ve veri toplama aracı olarak yüz yüze görüşme tekniği kullanılmıştır. Araştırmanın amacı kapsamında sunulan kavramsal model 619 genç dijital tüketicinin katılımıyla gerçekleştirilmiştir. Çalışmada SPSS programı kullanılmış olup, değişkenler arasındaki etki, basit ve çoklu regresyon analizleri ile test edilmiştir. Bulgular: Analizler sonucunda, influencer pazarlamanın marka bağlılığı ve marka savunuculuğunda; çevrimiçinde algılanan faydanın tüketicinin tutumunda, tutumun marka bağlılığında; marka bağlılığı ve marka savunuculuğunun satın alma niyetinde olumlu yönde etkileri gözlemlenmiştir. Ayrıca çalışmada marka savunuculuğunun kısmi aracılık rolü tespit edilmiştir ve çevrimiçinde tüketicinin tutumunda gizlilik endişesi ve algılanan müdahalenin etkisinin olmadığı saptanmıştır. Sonuç: Çalışma sonuçlarına göre, influencer pazarlama ile tüketicilerin markaya bağlılığı ve markayı savunması sağlanabilmektedir. Ayrıca, çevrimiçi davranışsal pazarlama bağlamında, kişiselleştirilmiş reklamlar ile karşılaşan tüketiciler, reklamın kendilerine faydalı olduğunu düşündüklerinde markaya bağlılık hissetmekte ve bu bağlılık duygusu satın alma ile sonuçlanabilmektedir.
KW  - Influencer Pazarlama
KW  - Çevrimiçi Davranışsal Pazarlama
KW  - Marka Bağlılığı
KW  - Marka Savunuculuğu
KW  - Satın Alma Niyeti
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ER  -