TY  - JOUR
T1  - Examining University Students’ Perception and Ad Viewing Behavior in Artificial Intelligence (AI) Influencer Marketing
TT  - Yapay Zekâ (YZ) Influencer Pazarlamasında Üniversite Öğrencilerinin Algısı ve Reklam İzleme Davranışının İncelenmesi
AU  - Saygıner, Can
PY  - 2025
DA  - August
Y2  - 2025
DO  - 10.26466/opusjsr.1706956
JF  - OPUS Journal of Society Research
JO  - OPUS JSR
PB  - İdeal Kent Yayınları
WT  - DergiPark
SN  - 2791-9862
SP  - 810
EP  - 820
VL  - 22
IS  - 4
LA  - en
AB  - The effectiveness of social media advertisements increasingly depends on their influence on consumer viewing behavior. This study explores how consumer perceptions—specifically informativeness, entertainment, credibility, economic contribution, and value deterioration—affect advertisement viewing behavior in the context of AI influencer marketing. Data were collected from 134 university students at public and private universities in Izmir through a structured questionnaire and analyzed using SMARTPLS 4.0 with a structural equation modeling approach. Results showed that informativeness and credibility significantly enhanced perceived entertainment, which in turn positively influenced advertisement viewing behavior. Additionally, economic contribution (representing innovation) had a direct and significant effect on viewing behavior. The model explained 37.3% of the variance in advertisement viewing behavior, demonstrating moderate explanatory power. These findings highlight the critical role of perceived entertainment and innovation in shaping engagement with AI influencer ads, offering valuable insights for marketers aiming to optimize their digital advertising strategies in the age of artificial intelligence.
KW  - Social Media Advertising
KW  - AI Influencers
KW  - University Students’ Perception
KW  - Advertisement Viewing Behavior
KW  - Structural Equation Modeling
N2  - Sosyal medya reklamlarının etkinliği, giderek artan bir şekilde tüketici izleme davranışlarını etkileme düzeyine bağlı hâle gelmektedir. Bu çalışma, tüketici algılarının—özellikle bilgilendiricilik, eğlence, güvenilirlik, ekonomik katkı ve değer yozlaşması—yapay zekâ tabanlı influencer pazarlaması bağlamında reklam izleme davranışı üzerindeki etkilerini incelemektedir. Veriler, İzmir’deki devlet ve özel üniversitelerinde öğrenim gören 134 üniversite öğrencisinden yapılandırılmış bir anket aracılığıyla toplanmış ve SMARTPLS 4.0 kullanılarak yapısal eşitlik modelleme yöntemiyle analiz edilmiştir. Bulgular, bilgilendiricilik ve güvenilirliğin algılanan eğlence düzeyini anlamlı şekilde artırdığını ve eğlencenin reklam izleme davranışı üzerinde pozitif bir etkisi olduğunu ortaya koymuştur. Ayrıca, ekonomik katkı (yenilik katkısını temsilen) reklam izleme davranışını doğrudan ve anlamlı biçimde etkilemiştir. Model, reklam izleme davranışındaki varyansın %37,3’ünü açıklamış ve orta düzeyde bir açıklayıcılık sunmuştur. Bu bulgular, yapay zekâ influencer reklamlarında algılanan eğlence ve yenilik katkısının, tüketici etkileşimini şekillendirmedeki kritik rolünü vurgulamakta ve dijital reklam stratejilerini optimize etmek isteyen pazarlamacılar için değerli içgörüler sunmaktadır.
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UR  - https://doi.org/10.26466/opusjsr.1706956
L1  - https://dergipark.org.tr/tr/download/article-file/4904584
ER  -