Sosyal Medya Etkileyicileri Olarak Vloggerlar: Z Kuşağı Üzerinde Para-Sosyal İlişki, Satın Alma Niyeti Oluşturma ve Youtube Davranışları Açısından Vloggerların İncelenmesi

Yıl 2019, Sayı: 32, 441 - 464, 31.12.2019

Mine Oyman , Semra Akıncı

https://doi.org/10.31123/akil.620050

Cited By: 14

Öz

Milyonlarca
takipçili vloggerlar kitap yazmaktalar, film çekmekteler ve neredeyse her
alandaki girişimcilikleriyle öne çıkmaktadırlar. Reklamda ilgi çekmeyen ürünler
takipçisi olunan bir vlogger, diğer bir deyişle “influencer” tarafından tavsiye
edildiğinde tercih edilebilmektedir. Vloggerlar, son zamanların
“influencer”ları olarak dikkat çekmektedir. 
Kitleler arasında bir popülerliğe sahip olan vloggerların markaların
dikkatini çekmesi internet çağının kaçınılmaz bir sonucudur. Vlogger
tavsiyelerinin özellikle Z Kuşağı üzerinde etkisinin olduğunu gösteren
araştırmalardan, vloggerların sahip olduğu sayısal göstergelerden hareketle
markalar vloggerlara ürünlerinin tanıtımını yaptırmak istemektedir. Son
yıllarda oldukça popüler olan bu konu, marka araştırmaları kadar bilimsel
araştırmaların da dikkatini çekmektedir. Bu araştırmada teknolojinin içine
doğmuş Z kuşağı bireyleri üzerinde Z kuşağının idolleri olarak görülen
vloggerların marka farkındalığı, satın alma niyeti, vlogger ile para-sosyal
ilişki kurma durumları, Z kuşağı bireylerinin Youtube kullanım durumları ve
motivasyonları ve vloggerlara yönelik tutumlarının sonuçlarını ortaya koymak
amaçlanmıştır. Bu amaçla çalışmada yedi tane araştırma sorusu oluşturulmuş, bu araştırma
soruları t testi, Anova ve korelasyon analizleri ile test edilmiştir. Ulaşılan
sonuçlar, örneklem dahilindeki Z kuşağı bireylerinin Youtube’u aktif olarak
kullandıklarını, çoğunun bir vlogger takip ettiğini, takip ettiği vlogger ile
para-sosyal ilişki geliştirdiğini, satın alma kararlarında vloggerları dikkate
aldığını göstermiştir. 

Anahtar Kelimeler

Marka Farkındalığı, Para-Sosyal İlişki, Vlogger, Z Kuşağı, Youtube

Vloggers as Social Media Influencers: Investigation of Vloggers in terms of Para-Social Relationship, Intention to Buy and Youtube Behaviour on Generation Z

Öz

Vloggers, who have millions of followers, write books, films, and stand out with their entrepreneurship in almost every field. Vloggers have recently attracted attention as today’s influencers. Vloggers, who have popularity among the masses, attract attention of brands, which is an inevitable consequence of the Internet era. Brands want to make their products’ publicity thanks to vloggers based on researches that show vloggers’ advices are influential especially on Z Generation and followers vloggers have. This topic, which is very popular in recent years, attracts attention of scientific research as well as attention of brand researches. In this study, it is aimed to reveal the results of brand awareness, brand intention, purchase intention, vlogger, and para-social relations status of Z generation individuals who were born into technology, and the results of their attitudes towards the vloggers and 386 participants who are Z generation members in Anadolu University were interviewed between April 15 and May 20, 2018. For this purpose, seven research questions were created, and questions of participants to interviews were tested with t-test, ANOVA and correlation analysis. Results of the study showed that Z generation individuals within the sample actively use Youtube, most of whom follow a vlogger, develop a para-social relationship with a vlogger, and take into account the vloggers in the purchasing decision

Anahtar Kelimeler

Brand Awareness, Para-Social Relationships, Vlogger, Z Generation.

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