SOSYAL MEDYA INFLUENCER PAZARLAMASINDA ULUSLARARASI ÖĞRENCİ ALGISI

Yıl 2021, Sayı: 10, 9 - 31, 17.12.2021

Bılal Conteh

Öz

Bu makale, uluslararası öğrencilerin sosyal medya influencer (fenomen) pazarlama algısını etkileyen faktörleri, kaynak güvenilirlik modelinin etkililiğine ve algılanan çekicilik, uzmanlık ve güvenilirlikteki bağımsız değişkenlerinin satın alma niyetinde bağımlı değişkenini nasıl etkileyebileceğine vurgu yaparak incelemeyi amaçlamıştır. Çalışma, bir anket anketi şeklinde nicel bir araştırma yöntemi kullanmaktadır. Bu araştırmanın evreni Akdeniz Üniversitesi'nde öğrenim gören uluslararası öğrencilerdir. Araştırmanın katılımcıları kartopu örnekleme yöntemi kullanılarak seçilmiştir. Kartopu örnekleme, araştırmaya katılacak diğer katılımcıları belirlemeye yardımcı olmak için birkaç katılımcıyı kullanan ve böylece örnek boyutunu genişleten bir olasılıksız örnekleme yöntemidir. Sonuçlar, algılanan çekiciliğin, uzmanlığın ve güvenilirliğin satın alma niyetini olumlu etkilemediğini göstermiştir. Araştırmanın uluslararası bir örneklem üzerinde gerçekleştirilmiş olması nedeniyle, uluslararası öğrenciler tarafından influencer pazarlama uygulamasının kabul edilmediği ortaya çıkmıştır.

Anahtar Kelimeler

Influencer Pazarlama, Uluslararası öğrenciler, Sosyal medya, Kaynak Güvenilirlik Modeli, Akdeniz Üniversitesi.

Destekleyen Kurum

Akdeniz Üniversitesi

Proje Numarası

E-39189507-302.99-75746

Teşekkür

Tüm katılan öğrencilerin

INTERNATIONAL STUDENTS PERCEPTION ON SOCIAL MEDIA INFLUENCER MARKETING

Öz

The paper aimed to examine the factors that influenced international students' perception of social media influencer marketing, with an emphasis on the effectiveness of the source credibility model and how its independent variables in perceived attractiveness, expertise and trustworthiness can influence its dependent variable in purchase intention. The study employs a quantitative research method in the form of a survey questionnaire. The population of this study is the international students studying at Akdeniz University. The study's participants were selected using a snowball sampling method. Snowball sampling is a type of nonprobability sampling method that employs a few participants to help identify other participants to participate in the research, thus enlarging the sample size. The results showed that perceived attractiveness, expertise, and trustworthiness did not positively affect purchase intention. Owing to the fact that the study was conducted on an international sample, the study revealed that the practice of influencer marketing is not accepted by international students.

Anahtar Kelimeler

Influencer Marketing, International Students, Social Media, Source Credibility Model, Akdeniz University.

Proje Numarası

E-39189507-302.99-75746

Kaynakça

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