The Rise of Virtual Influencers: An Exploratory Study on Consumer Attitudes

Yıl 2025, Cilt: 9 Sayı: 1, 324 - 339, 30.01.2025

Şirin Gizem Köse

https://doi.org/10.29023/alanyaakademik.1543118

Öz

Influencer marketing, which has become one of the key tools in marketing communication, now incorporates virtual influencers as a result of digitalization and the influence of artificial intelligence. This study aims to uncover consumer attitudes toward virtual influencers and their use in marketing communication. To achieve this goal, the in-depth interview technique, a qualitative research method, was employed for data collection. According to the study results, negative attitudes towards virtual influencers include being unreal and artificial, emotional deficiencies, creating anxiety, being an advertisement tool; positive attitudes are being innovative and interesting, convenient, and having expertise. Additionally, the study investigates attitudes toward brands that use virtual influencers, purchase intention, and the factors shaping purchase intention. These factors include the characteristics of virtual influencers, individual traits, usage strategies, product types, and consumer involvement. Based on the findings, recommendations are provided for brands within the framework of marketing communication.

Anahtar Kelimeler

Virtual Influencer, Influencer Marketing, Marketing Communications, Social Media, Consumer Behavior

Sanal Etkileyicilerin Yükselişi: Tüketici Tutumları Üzerine Keşfedici Bir Araştırma

Öz

Pazarlama iletişiminin önemli araçlarından biri haline gelen etkileyici pazarlamada dijitalleşme ve yapay zekanın etkisiyle sanal etkileyiciler de kullanılmaya başlanmıştır. Bu çalışmada, sanal etkileyicilere ve sanal etkileyicilerin pazarlama iletişiminde kullanılmasına yönelik tüketici tutumlarının ortaya çıkarılması amaçlanmıştır. Bu amaç doğrultusunda veri elde etmede nitel araştırma yöntemlerinden derinlemesine mülakat tekniği kullanılmıştır. Çalışma sonuçlarına göre sanal etkileyicilere yönelik negatif tutumlar gerçek dışılık ve yapaylık, duygusal eksiklikler, endişe oluşturma, reklam unsuru olma; pozitif tutumlar ise yenilik ve ilgi çekicilik, kolaylık, uzmanlık olarak ortaya çıkarılmıştır. Bununla birlikte, sanal etkileyicilerin pazarlama iletişiminde kullanımı kapsamında, sanal etkileyici kullanan markaya yönelik tutum ve satın alma niyeti ile, satın alma niyetini şekillendiren unsurlar da (sanal etkileyicilerin özellikleri, bireysel özellikler, kullanım stratejileri, ürün türü, ilgilenim) araştırılmıştır. Elde edilen bulgular doğrultusunda, markalara pazarlama iletişimi çerçevesinde öneriler sunulmaktadır.

Anahtar Kelimeler

Sanal Etkileyici, Etkileyici Pazarlama, Pazarlama İletişimi, Sosyal Medya, Tüketici Davranışı

Kaynakça

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