Sosyal Medya Pazarlamasında Fenomenlerin Online Kaynak Güvenilirliğinin Marka Değeri ve Satın Alma Niyetine Etkisi

Yıl 2022, , 2853 - 2868, 30.09.2022

Esra Güven , Meryem Merve Köken

https://doi.org/10.29023/alanyaakademik.1113058

Cited By: 3

Öz

Gelişen teknoloji sonucu yaygınlaşan internet kullanımı ile işletmeler, müşterilerine ulaşmak için farklı pazarlama kanalları ve iletişim yöntemleri kullanmaktadır. Bu pazarlama kanallarından biri de sosyal medya platformlarıdır. İşletmeler, fenomenlerle işbirliği yaparak sosyal medya araçları üzerinden ürün /marka tanıtımı faaliyetleri yürütmektedir. Sosyal medya pazarlama araçlarını kullanan tüketiciler, fenomenler aracılığıyla ürün ve hizmetlere ilişkin anlık bilgi alabilmekte, içerik oluşturmakta ve diğer kullanıcılar ile deneyimlerini yine anlık paylaşabilmektedir. Fenomen kullanımının hızla yaygınlaşması tüketicilerin marka değerini ve satın alma niyetlerini de önemli ölçüde biçimlendirmektedir. Bu araştırmanın temel amacı; sosyal medya pazarlamasında fenomenlerin online kaynak güvenilirliği boyutlarının tüketici temelli marka değeri üzerinde etkisinin olup olmadığının incelenmesi ve marka değerinin satın alma niyeti üzerinde etkisinin olup olmadığını araştırmaktır. Bu çalışmada anket yöntemi kullanılmıştır. Araştırmanın evrenini 18 yaş ve üzeri sosyal medya kullanıcıları oluşturmaktadır. Örneklem için 900 katılımcıya online ve elden anket gönderilmiştir. 812 kişi anketi cevaplamıştır. Elde edilen verilerin analizi için yapısal eşitlik modeli kullanılmıştır. Araştırmanın sonucunda online kaynak güvenilirliği boyutlarından çekicilik, güvenilirlik ve online benlik sunumunun marka değeri üzerinde olumlu yönde etkisi olduğu; yetkinlik boyutunun ise marka değeri üzerinde olumlu bir etkisi olmadığı sonucuna ulaşılmıştır. Araştırmanın bir başka sonucu ise marka değerinin satın alma niyeti üzerinde olumlu etkisi bulunmasıdır.

Anahtar Kelimeler

Sosyal Medya Pazarlaması, Fenomen, Online Kaynak Güvenilirliği, Tüketici Temelli Marka Değeri, Tüketici Satın Alma Niyeti, Marka Değeri

The Effect of Online Source Credibility of the Influencer on the Brand Equity and Consumer Purchase Intention in Social Media Marketing

Öz

With the widespread use of internet as a result of advancing technology, businesses use various marketing channels and communication methods to reach their customers. One of these marketing channels is social media platforms. Brands or companies carry out product /brand promotion activities through social media tools by cooperating with the influencers. Consumers who use social media marketing devices, via influencers, can get information, generate contents, and share their ideas with other users about products and services. The spread of using influencers shapes the brand equity and purchase intentions rapidly and significantly. The main aim of this research is to analyse whether there is an influence of the online source credibility of the influencer on customer-based brand equity, and whether brand equity has an effect on purchase intention. Survey method has been used for this research. The universe of the research consists of social media users who are 18 years old and above. 900 participants as the sample have been surveyed online or face-to-face, and 812 of these participants have answered the questionnaire. The collected data have been analysed by using structural equation model. As a result of this research, it has been found out that attractiveness, credibility and online self-presentation which are the sub-dimensions of online source credibility have a positive effect on brand equity, and that another subdimension, competence doesn’t have a significant positive effect brand equity. Another result of this research is that brand equity has a positive influence on purchase intention.

Anahtar Kelimeler

Social Media Marketing, Influencer, Online Source Credibility, Consumer-Based Brand Value, Consumer Purchase Intention, Brand Equity, Social Media Marketing, Influencer, Online Source Credibility, Consumer-Based Brand Value, Consumer Purchase Intention, Brand Equity

Kaynakça

• ALPERSTEİN, N. M. (2019). Celebrity and mediated social connections. London, UK: Palgrave Macmillan.
• BABER, A., THURASAMY, R., MALİK, M.I., SADİQ, B., ISLAM, S., SAJJAD, M., (2016). Online wordof- mouth antecedents, attitude and intention-to-purchase electronic products in Pakistan. Telemat. Inform. 33 (2), 388–400.
• BOZKURT, G. Ş. (2020). Pazarlamanın Yeni Silahı Sosyal Medya Fenomenleri: Fenomen Pazarlamanın Marka Algısına Etkisinin Değerlendirilmesi.
• BROWN, D., & HAYES, N. (2008). Influencer marketing. Routledge.
• BROWN, J., BRODERİCK, A. J., & LEE, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of interactive marketing, 21(3), 2-20.
• CEVHER, M. F. (2019). Sosyal Medya Fenomenlerinin Tüketici Algısı ve Satın Alma Niyeti Üzerine Etkisi. Doktora Tezi, Beykent Üniversitesi, Lisansüstü Eğitim Enstitüsü, İstanbul.
• CHİANG, J. K.-H., & SUEN, H.-Y. (2015). Self-presentation and hiring recommendations in online communities: Lessons from LinkedIn. Computers in Human Behavior, 48, 516–524.
• ÇELİK, H. E. & YILMAZ, V. (2013). LISREL 9.1 ile Yapısal Eşitlik Modellemesi, Temel Kavramlar, Uygulama, Programlama, Ankara:Anı Yayıncılık.
• ÇİNKAY, B. (2013). Sosyal Medya Pazarlamasında Ünlü Onayların Tüketici Algısı ve Satın Alma Niyetine Etkisi. Yayınlanmış Doktora Tezi, Kahramanmaraş Sütçü İmam Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı.
• DE VEİRMAN, M., CAUBERGHE, V., & HUDDERS, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of International Journal of Advertising, 36(5), 798–828.
• DJAFAROVA, E., & TROFİMENKO, O. (2019). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information, communication & society, 22(10), 1432-1446.
• DOU, X., WALDEN, J.A., LEE, S., LEE, J.Y., (2012). Does source matter? Examining source effects in online product reviews. Comput. Hum. Behav. 28, 1555–1563.
• ERDOGAN, B. Z. (1999). Celebrity endorsement: A literature review. Journal of marketing management, 15(4), 291-314.
• ERİCSSON, L., HÅKANSSON, E. (2005). Athletes as celebrity endorsers: Case studies from Sweden (Master’s Thesis). Lulea University of Technology, Lulea, Sweden.
• EWERS, N.L. (2017). Influencer Marketing on Instagram An Analysis of the Effects of Sponsorship Disclosure, Product Placement, Type of Influencer and Their Interplay on Consumer Responses, Unpublished Master Thesis, University of Twente, Netherland.
• FAN, X., & SUN, J. (2012). Empirical study of the processes of internet word-of-mouth within an online community context. Proceeding of 2012 International Symposium on Management of Technology, 624-629.
• FANOBEROVA, A., & KUCZKOWSKA, H. (2016). Effects of source credibility and information quality on attitudes and purchase intentions of apparel products: A quantitative study of online shopping among consumers in Sweden.
• FREBERG, K., GRAHAM, K., MCGAUGHEY, K., & FREBERG, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public relations review, 37(1), 90-92.
• GİLLY, M.C., GRAHAM, J.L., WOLFİNBARGER, M.F., YALE, L.J., (1998). A dyadic study of interpersonal information search. J. Acad. Mark. Sci. 26 (2), 83–100.
• GLUCKSMAN, 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, 8(2), 77-87.
• GOFFMAN, E. (1964). The neglected situation. American anthropologist, 66(6), 133–136.
• HARMON, R. R., & CONEY, K. A. (1982). The persuasive effects of source credibility in buy and lease situations. Journal of Marketing research, 19(2), 255-260.
• HERRON, TERRİ L. (1997). The Persuasion Effects Of Time Pressure And Source Expertise In An Audit Setting: An Elaboration Likelihood Application, Dissertation Abstracts International: Humanities And Social Sciences, 57(10-A), 4434.
• HOMER, P. M. & KAHLE, L. R. (1990). Source Expertise, Time of Source Identification, and Involvement in Persuasion: An Elaborative Processing Perspective, Journal of Advertising, 9(1), 30-39.
• HU, L.T. & BENTLER, P.M. (1999). Cut off criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
• HUGHES, C., SWAMİNATHAN, V., & BROOKS, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 83(5), 78-96.
• HUİ, T. X. (2017). The Effect of source credibility on consumers’ purchase intention in Malaysia online community. Journal of Arts & Social Sciences, 1(1), 12-20.
• ISMAGİLOVA, E., SLADE, E., RANA, N. P., & DWİVEDİ, Y. K. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53, 101736.
• KADEKOVA, Z., & HOLİENČİNOVA, M. (2018). Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities. Communication Today, 9(2).
• KARAYALÇIN, C. (2019). Algılanan Sosyal Medya Pazarlama Çabalarının Marka Değeri ve Satın Alma Niyeti Üzerine Etkisi: Tüketicilerin Sosyal Medya Bağı ve Kullanım Sıklığı Üzerine Bir Araştırma. Doktora Tezi. Akdeniz Üniversitesi Sosyal Bilimler Enstitüsü, Antalya.
• KHAMİS, S., ANG, L., & WELLİNG, R. (2017). Self-branding,‘micro-celebrity’and the rise of social media influencers. Celebrity studies, 8(2), 191-208.
• KİM, Y. (2015). Exploring the effects of source credibility and others’ comments on online news evaluation. Electronic News, 9(3), 160-176.
• LAMPEİTL, A., & ÅBERG, P. (2017). The Role of Influencers in Generating Customer-Based Brand Equity & Brand-Promoting User-Generated Content.
• LONG-CROWELL, E. (2015). The halo effect: Definition, advantages & disadvantages. Psychology 104: Socialpsychology. study. com.
• MESSİAEN, J. (2017). Influencer Marketıng How The Popularıty Threshold Of Instagram Influencers Impacts Consumer Behavıour: The Moderatıng Role Of Purchase Involvement, Unpublished Master Thesis, Gent University, Belgium.
• MGİBA, F. M., & NYAMANDE, N. (2020). Persuasive influencers and the millennials: how their relationships affect brand, value, and relationship equities, and customers' intention to purchase. Journal of Contemporary Management, 17(2), 492-522.
• MÜLLER, L.K., MATTKE, J., & MAİER, C. (2018). #Sponsored #Ad: Exploring the Effect of Influencer Marketing on Purchase Intention. AMCIS.
• NAFEES, L., COOK, C. M., & STODDARD, J. E. (2020). The impact of the social media influencer power on consumer attitudes toward the brand: the mediating/moderating role of social media influencer source credibility. Atlantic Marketing Journal, 9(1), 3.
• OHANİAN, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
• OHANİAN, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of advertising Research.
• ÖZDEMİR, S., KAYHAN, R., & ÖZER, İ. A. (2021). Pandemi (Covid-19) Döneminde Kaynak Güvenilirliği Boyutlarının, Elektronik Ağızdan Ağıza İletişimin ve Marka İmajı Boyutlarının Tüketici Satın Alma Niyeti Üzerindeki Etkisi: Instagram Fenomenleri Üzerine Bir Araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi, 14(1), 113-146.
• RENTON, K. (2006). The Relationship of Celebrity Advertisements to Consumer Attitudes and Purchases Intentions, Unpublished Master Thesis, The Florida State University, USA.
• SCHAPERS, R. (2013). The Rise of Influencer Marketing A Quantitative Study That Addresses Influencer Marketing on Instagram Together with the Impact of Sponsorship Disclosure, Colour Characteristics, Brand Involvement and Gender, Unpublished Master Thesis, Amsterdam Business School, Netherland.
• SCHUBİEN, B. L., STİCH, J. T., & TİEF, A. (2020). Impact of influencer marketing on consumer-based brand equity: differences in reach and expertise knowledge?. Special Issue Innovative Brand Management I, 19.
• SEKARAN, U. (2003). Research Methods for Business: A Skill Building Approach, USA: John Wiley & Sons, Inc.
• SEMİZ, B. B., & ZENGİN, E. (2019). Sosyal Medya Fenomenlerinin Satın Alma Karar Süreci Üzerindeki Rolünün İncelenmesi. Business & Management Studies: An International Journal, 7(5), 2325-2347.
• SPARKMAN JR, R. M., & LOCANDER, W. B. (1980). Attribution theory and advertising effectiveness. Journal of consumer Research, 7(3), 219-224.
• SPRY, A., PAPPU, R., & CORNWELL, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European journal of marketing.
• TİLL, B. D., & BUSLER, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of advertising, 29(3), 1-13.
• TRAN, G. A., & STRUTTON, D. (2014). Has reality television come of age as a promotional platform? Modeling the endorsement effectiveness of celebreality and reality stars. Psychology & Marketing, 31(4), 294-305.
• VAN ZOONEN, L. (2006). The personal, the political and the popular: A woman’s guide to celebrity politics. European Journal of Cultural Studies, 9, 287–301.
• VEİSSİ, I. (2017). Influencer Marketing on Instagram. Unpublished Master Thesis,, Haaga-Helia University Of Applied Sciences, Bachelor’s Thesis Degree Programme in International business.
• WANG, X., YU, C., & WEİ, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of interactive marketing, 26(4), 198-208.
• YAŞLIOĞLU, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
• YILDIZ, E., & AVCI, İ. (2019). İnstagram Fenomenlerinin Görsel ve Sözel Paylaşımlarının Marka Tutumu, Marka Değiştirme ve Elektronik Kulaktan Kulağa Pazarlama Üzerine Etkisi. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (25), 179-198.
• ZAİNAL, N.T.A., HARUN, A., LİLY, J., (2017). Examining the mediating effect of attitude towards electronic words-of mouth (eWOM) on the relation between the trust in eWOM source and intention to follow eWOM among Malaysian travellers. Asia Pac. Manag. Rev. 22 (1), 35–44.